Media Strategy
Proof of results
Not a report, but a single page that can be shared internally as is
A brand manager should never have to rewrite an agency report before sending it up. GrowBridge does not list metrics. We keep two things — how the core metric we promised to move changed from before to after, and what evidence lets us say the campaign caused that change — and strip out the rest.
Brand campaign effects go unseen not because they cannot be measured, but because nobody designed them to be visible. Without a baseline to compare against, no number counts as a result. So measurement is prepared before the campaign starts, not after it ends.
Approach
- Capture a baseline before launch. A result with nothing to compare it to does not count as a result
- Present before / after centered on the core metric
- Analyze branded search volume trends. Confirm whether exposure turned into actual search behavior
- Break out contribution by channel and record the learnings that feed the next campaign's budget allocation
- A one-page summary a decision maker can read in three minutes
DeliverablesCampaign results report (one-page summary + detail) · Channel contribution analysis · Next campaign proposal
Report structure
One-page summary — The core metric agreed on / baseline before launch / result after launch / size of the change / evidence that the change can be attributed to the campaign
Detailed report — Delivery by channel and attainment against plan / terms secured and impressions against forecast / contribution broken out by channel / learnings to carry into the next campaign
The one-page summary is written so the brand manager can use it for internal reporting without editing a word.
Building the measurement environment that makes this report possible is covered in Ad Tech / Analytics.
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