Cipher plans, buys, optimizes, and measures media around the outcome first. We look across platforms, inventory, audiences, geography, timing, and cost to determine where the budget has the best opportunity to work.
The technical side can get complicated quickly. Our job is to understand that complexity without passing all of it on to you.
STRATEGY BEFORE INVENTORY
A media plan should begin with the problem, not a predetermined channel mix. These six questions shape everything that follows.
THE RESULT · MEDIA PLANNING
Cipher turns the brief into an actionable media strategy—balancing reach, frequency, audience quality, timing, inventory, and cost before dollars begin moving.
Cipher buys across the modern media landscape without treating any single platform as the answer.
A campaign may require two channels or eight. What matters is how they work together and whether each one earns its place in the plan.
Cipher evaluates those tradeoffs before and during the buy so the budget reflects the actual objective rather than a generic media formula.
ILLUSTRATIVE PLANNING MODEL
One objective. A considered plan for where the money goes and what it needs to deliver.
Illustrative data only. Not a client plan.
Illustrative planning data only. Final plans are built around each client’s audience, market, objective, timing, and budget.
Cipher monitors delivery, pacing, audience saturation, inventory quality, cost, reach, frequency, and channel performance throughout the campaign. When the evidence supports a change, we make one.
Optimization is not chasing whichever metric happens to move that day. It is making disciplined adjustments without losing sight of the original objective.
Modern platforms can generate almost unlimited amounts of data. More data does not necessarily create more understanding.
Cipher begins by identifying what the campaign is supposed to accomplish. We then determine which measurements can help us understand whether it happened.
That may include basic media delivery, cross-channel analysis, attribution, lift, conversion activity, or more advanced modeling depending on the campaign and available data.
81%
Priority audience reached
6.4×
Average frequency
$18.72
Effective CPM
23%
Lower cost per reached household
HOW WE WORK
We start with the objective, audience, timing, geography, budget, and constraints.
We develop the channel strategy, allocation, targeting approach, and measurement framework.
Campaigns are built and launched across the appropriate platforms and inventory.
We monitor what is happening and make changes when the evidence gives us a reason to.
We explain what happened, what it cost, what we learned, and what we believe should happen next.
You do not need to know the right channel, platform, audience model, or buying strategy before talking to us.
That part can be ours.