At Auctionata, I developed a multi-platform media plan to launch the U.S. auctions in the fall of 2014. The strategy was to create brand awareness with a target audience and communicate our unique selling proposition.
Planning included: budget allocation per auction and department, discovery of regional knowledge and market position of relevant publishers, development of RFP and briefings, evaluation and negotiation of offers, and reporting and optimization of all booked advertising.
Publishers were picked based on their market position including: reach of the publisher’s audience; average clicks, leads and activation; editorial integrity and range of media products.