Media Strategy, Planning & Buying

We Plan and Buy All Forms Of Media

Drake Cooper has offered media planning and buying services in-house for clients since 1978. We know that the greatest creative idea in the world makes little impact if it doesn’t receive media support. Today, nearly one fourth of our agency works in a media-related role and Drake Cooper integrates media into our creative process so it’s completely connected with everything we are working on across our clients’ brands.

Media Teams Built For The Modern World

Drake Cooper media advises clients on the role of media for their brand growth. We define why media is important for a brand through audience strategy and then setting the correct percentage of media spending versus a brand’s total revenue and ambitions. 

Where a brand appears out in the world is key so we look to find the best places for it to be noticed and manage a client’s ongoing media budget. 

We have traditional media expertise having worked in it for over 40 years, but today we have specific teams who work only in Social Media and Search Media, which, along with digital TV-related mediums including OTT and CTV, comprise 80 percent of US media dollars. 

Within these channels opportunities are vast so we focus on how digital channels should be optimized to achieve success. Our teams are certified and trained across Meta, Google, TikTok, Snap, Twitter, Microsoft Networks, Reddit, and various other platforms to run programmatic, native, retail channel media, audio, and video media.

Modern Media Funnels Must Go Top Down & Bottom Up

Drake Cooper runs a unique purchase funnel. At first glance, it looks traditional but there are actually two journeys. The first is the familiar one that goes from top to bottom—when a consumer becomes aware of something, gets interested, and then buys. But then there’s the opposite journey, from the bottom up—they Google a need they have and it goes in reverse: they have a high intent to buy, then they read about the product or service and become interested, and lastly they learn about the brand that’s offering it. This makes being “findable” incredibly important. 

Findability™ is a unique approach at Drake Cooper that takes an SEO strategist, a SEM specialist and others from the media team to build out unique ways for each client to findable across the web in all the places that a consumer may be searching for it.

Our Media Comes With Ad Ops and Analytics

Unlike many agencies, Drake Cooper has a dedicated Ad Ops team responsible for managing marketing technology inclusive of privacy laws, data restrictions, custom event tracking, audience creation and management across all channels, GA4 integration, and much more. 

Drake Cooper also offers full time, in-house Marketing Analysts and Data Analysts who are assigned to specific client brands. They analyze and report on brand health across owned and paid channels with real-time dashboards powered by our data warehouse. 

To hear more about Drake Cooper’s media capabilities contact John Drake, Co-President/Chief Strategy Officer.