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Strategy
| Share | Latvia agencies | 2024 €M | 2023 €M | Growth | Staff | Non-trad | |
|---|---|---|---|---|---|---|---|
| 1 | 15,0% | Initiative | 50,3 | 49,8 | 1% | 45 | 27% |
| 2 | 11,4% | Havas Media | 38,2 | 37,4 | 2% | 26 | 20% |
| 3 | 10,8% | Inspired UM | 36,2 | 49,6 | -27% | 42 | 28% |
| 4 | 10,3% | Wavemaker aff. Media House | 34,6 | 26,2 | 32% | 28 | 18% |
| 5 | 10,2% | EssenceMediacom aff. Trendmark | 34,3 | 35,3 | -3% | 28 | 18% |
| 6 | 9,3% | Publicis Media | 31,2 | 24,0 | 30% | 38 | 38% |
| 7 | 8,5% | Intense Media Baltic | 28,4 | 19,6 | 45% | 20 | 12% |
| 8 | 6,4% | Carat | 21,6 | 21,4 | 1% | 19 | 30% |
| 9 | 4,7% | Mindshare aff. VIA Media | 15,6 | 13,0 | 20% | 19 | 18% |
| 10 | 4,1% | OMD | 13,7 | 14,2 | -4% | 15 | 30% |
| 11 | 3,2% | dentsu X | 10,9 | 10,2 | 7% | 18 | 30% |
| 12 | 2,9% | PHD | 9,8 | 10,2 | -4% | 15 | 18% |
| 13 | 2,0% | Alpha Baltic | 6,7 | 5,2 | 29% | 25 | 22% |
| 14 | 0,9% | Arena | 3,2 | 2,9 | 10% | 3 | 25% |
| - | 100% | Total | 334,6 | 319,0 | 4,9% | 341 | 24% |
QuickSilver for Google Ads — automates campaign uploads, saving you valuable time and effort.
Performance lab — make changes in key visuals quickly; deliver personalized ad experiences for higher engagement and conversions.
Offline Conversion Tracking — track conversions across all channels, including phone calls and store visits (Website → CRM → Google Analytics & Ads).
Offline media
Digital media
Research
Advanced analytics
Creative
Production
IRetail
How to build awareness?
Always-On
Reach & viewability
Omnichannel communication
Creative solutions
High reach - frequently
Crucial for reach maximization
Memorability of ad > Frequency
How well known are other brands?
TNS + Adreal + Inbox newsletter monitoring
TNS + Adreal + Inbox newsletter monitoring
TNS + Adreal + Inbox newsletter monitoring
TNS + Adreal + Inbox newsletter monitoring
Awareness – trial and preference
Materials
Aims to enhance long-term customer perceptions and loyalty
Focuses on short-term, measurable outcomes like: sales, leads, or clicks
These two approaches often operate in silos, leading to suboptimal results
THEY CAN & SHOULD
WORK TOGETHER
We are here to show how!
Brand & Performance advertising work better together
It's not
brand + performance
It's..
brand X performance
STRONGER BRANDS DRIVE STRONGER PERFORMANCE
This is a fundamental finding: strengthening brand equity leads to better ability to convert through performance advertising.
The Multiplier Effect model
Brand-building communications build associations & relevance with category buyers
Brand work drives sales direct
As consumers near or enter the market, they display intent signals
Stronger brand equity directly affects performance metrics
As brand equity strengthens, pricing power increases
Mix of brand and performance (sales) activities reflects the relative strengths and weaknesses of brand
The brand investment spectrum
Percentage of ad budget invested in equity-led executions →
That's because performance marketing is very effective at building Familiarity and Regard for brands that would have high Meaning and Uniqueness with a broader audience.
Staying at the top of the brand mountain is a precarious position to be in. You need continuous investment to keep it there.
For brands like these, brand marketing can do a much better job than performance marketing of revitalizing Meaning and Uniqueness in order to drive higher revenue volume and quality.
To fully use the Multiplier Effect, we need a long-term growth strategy with an integrated messaging approach
creative concept that can be adapted to different styles of execution, from emotionally-engaging, memory-creating work through to “buy now” that drive conversion.
Consistent storytelling strengthens memory, recall, awareness and multiplies impact
Color coding, distinctive personas, same tone communication will help with familiarity and instant recognition not by just seeing logo
One main creative asset adapted into shorter formats and banners – but all use the same distinctive elements and emotional tone to ensure synergy across channels.
Capturing the full impact of the Multiplier Effect will require a sophisticated approach to proving returns.
If we want to achieve this goal we should aim for a “measurement stack” that is capable of fulfilling 4 key principles:
It combines paid, owned, and earned media touchpoints in a single framework.
It recognizes prolonged media and brand effects, like long-term ad impacts and diminishing returns.
It controls for the 4Ps (product, price, place, and promotion) and includes the impact of advertising and all other factors that influence results.
It is able to influence forward-looking decisions, instead of only providing a view of what has already happened.
MARKETING MIX MODELING (MMM)
is likely to be the measurement cornerstone for most advertisers, as it is
invaluable to identifying baseline sales and incrementality
and even on similar level as other campaigns.
Trusted by:
97.8% monthly prediction accuracy
94.8% weekly prediction accuracy
To compliment performance campaigns we need to know – which is best for ROI (econometrics)?
International channels are much better in terms of ROI if optimised properly. Search and TV are the most scalable channels
Funnel view – we got to cover immediate potential to look further for awareness
Suggested amounts in
each stage by priority
| Meta | 3-15k |
| Youtube | 3-13k |
| TikTok | 1-4k |
| DV360 | 2-9k |
| TV | 5-48k |
| Delfi | 1-5k |
| Tvnet | 1-5k |
| Inbox | 1-6k |
| Radio | 2-17k |
| OOH | 2-15k |
| Meta | 1-6k |
| TikTok | 1-3k |
| DV360 | 1-5k |
| Inbox | 5-6k |
| Search | 5-35k |
| RTB House/Criteo | 1-8k |
OUR SUGGESTION WOULD BE TO BUILD COMMUNICATION FUNNEL FROM BOTTOM – UP
NB! – PERFORMANCE CHANNELS ARE GREAT NOT ONLY FOR PERFORMANCE, BUT ALSO FOR AWARENESS. OFTEN BY PUSHING PURELY FOR CONVERSIONS OR TRAFFIC WE ARE NOT GETTING OUT MOST OF THE CHANNELS POTENTIAL
+33%
FROM REACHED USERS IN TRAFFIC OPTIMISATION WERE UNIQUE AUDIENCES
| Optimisation | Budget | Unique Reach |
|---|---|---|
| Reach Only | €3 246,64 | 208 294 |
| Traffic Only | €1 955,12 | 106 652 |
| Both | €5 201,76 | 243 396 |
Which is best for awareness as communication objective?
BEST MEDIA FOR OBJECTIVE – AWARENESS
(Not taking into account cost)
Overall Internet usage clearly surpasses all other media types. Next in line – Radio and TV
Which are we going with?
Reasonable reach, on avg. best offline media ROI, audiovisual communication.
Will give trust in brand.
High reach, low cost per contact, positive avg. ROI.
Will serve as brand reminder.
Will skip this media type for now as for major national reach it gets rather costly and on average has shown lower ROI numbers.
Suggested to have some content part with content creator influencers for additional reach and visibility.
Content articles and activities tied to comparisons to remind that Lenders.lv is all about comparing.
+ local VOD support with low pricing.
WILL WE USE IN PLAN?
Natural share is also most optimal way to maximize reach
| METRIC | TV3 + HELIO + Tvnet | TV3 + Helio | Helio + Tvnet | TV3 |
|---|---|---|---|---|
| A 25-55 (000) | 984.93 | 960.74 | 1323.18 | 943.71 |
| GRP | 1,317.6 | 1,314.5 | 2,085.0 | 961.2 |
| Total Net Budget | 20,000 € | 20,000 € | 20,000 € | 20,000 € |
| CPGRP | 15.18 € | 15.21 € | 9.59 € | 20.81 € |
| CPTRP1 | 20.31 € | 20.82 € | 15.12 € | 21.19 € |
| TG1 Affinity | 75 | 73 | 63 | 98 |
| TG1 REACH 1+ / 3+ | 55.9 / 43.1 | 55.6 / 42.7 | 50 / 35.6 | 53.3 / 41.2 |
| PT/NPT SOE%|SOV% | 54%/46% · 51%/49% | 54%/46% · 51%/49% | 55%/45% · 50%/50% | 53%/47% · 54%/46% |
| CHANNEL | TRP | AFF | TRP | AFF | TRP | AFF | TRP | AFF |
|---|---|---|---|---|---|---|---|---|
| TV3 | 276.9 | 101 | 290.7 | 101 | 482.0 | 101 | ||
| TV3 Plus | 64.4 | 92 | 67.7 | 92 | 112.2 | 92 | ||
| TV6 | 103.8 | 127 | 109.0 | 127 | 180.8 | 127 | ||
| TV3 Life | 74.4 | 90 | 78.1 | 90 | 129.5 | 90 | ||
| TV3 Mini | 66.5 | 104 | 68.0 | 104 | 11.2 | 104 | ||
| TV 24 | 16.1 | 44 | 16.9 | 44 | 28.0 | 44 | ||
| 360TV | 131.1 | 95 | 138.6 | 95 | 305.6 | 94 | ||
| STV | 91.9 | 83 | 97.1 | 83 | 219.0 | 83 | ||
| 8TV | 49.4 | 32 | 52.2 | 32 | 117.7 | 32 | ||
| ReTV | 14.6 | 35 | 15.4 | 35 | 34.8 | 35 | ||
| Star Family | 5.6 | 33 | 5.9 | 33 | 13.4 | 33 | ||
| Super Baltic | 23.2 | 31 | 24.6 | 31 | 55.4 | 31 | ||
| Super+ | 22.6 | 39 | 23.8 | 39 | 53.8 | 39 | ||
| Radio SWH TV | 7.0 | 88 | 7.4 | 88 | 16.6 | 88 | ||
| Duo 3 | 12.8 | 104 | 82.5 | 104 | ||||
| Duo 5 | 7.0 | 171 | 44.9 | 171 | ||||
| Duo 6 | 14.4 | 196 | 93.1 | 196 | ||||
| Filmzone | 8.2 | 116 | 45.5 | 116 | ||||
| Viasat Explore | 6.1 | 149 | 39.0 | 149 | ||||
| Viasat Kino Comedy | 10.0 | 124 | 55.6 | 124 |
ARE SMALL CHANNELS REALLY WORTH IT?
We checked at frequency 10+ we still see reach gains for plan, so small channels are reasonable addition to give extra reach push and lower average CPP for plan.
Suggested amounts and spot lengths
~850 TRP is optimal amount for campaign to be strong, but not go too heavy on frequency
We suggest to use shortest possible length that can give message without feeling rushed. For calculation purposes we used 10 sec.
WEIRD SPOT LENGTHS
No reason to have 25sec spots in TV3 group – it costs the same as 30sec due to indexes applied.
In TVNET 15 sec is just little cheaper than 20sec.
Premium positions improve reach
PREMIUM POSITIONS
Gain higher viewability & extra reach
From ratings gained perspective positions index is too high, yet we have evidence that with similar rating levels we can get extra reach vs competitors.
ADDITIONALLY SPORTS SPONSORSHIPS WHERE LATVIA IS TAKING PART GIVE BIG UNIQUE AUDIENCE GAIN
(AUDIENCES THAT USUALLY ARE NOT WATCHING ARE TUNING IN LIVE)
| OUR CLIENT | COMPETITOR 1 | COMPETITOR 2 | |||||||
|---|---|---|---|---|---|---|---|---|---|
| REACH @1+ | 1. POS | TRP | REACH @1+ | 1. POS | TRP | REACH @1+ | 1. POS | TRP | |
| W1 | 40,8 | 24% | 718,6 | 38,6 | 8% | 809,0 | 38,0 | 10% | 430,8 |
| W2 | 48,0 | 26% | 846,1 | 46,4 | 17% | 908,6 | 46,3 | 13% | 612,8 |
| W3 | 41,5 | 21% | 649,4 | 39,6 | 16% | 742,1 | 38,7 | 18% | 564,1 |
| W4 | 39,8 | 34% | 562,3 | 37,0 | 11% | 531,1 | 38,9 | 9% | 589,6 |
| W5 | 36,0 | 28% | 427,5 | 37,8 | 11% | 538,0 | 37,9 | 8% | 679,8 |
Each week with second highest rating amount getting highest reach
Potential reach gain up to 2%
Suggested amount 20-30% of insertions in 1st position
We can gain more in sales if we follow demand
VOD support needed
It's much harder to reach younger audiences + overall TV reach has significantly reduced during last several years – that's why we must improve overall video reach.
Pushing VOD in local digital
We have experienced that local VOD is working much better than local direct and even Youtube (however, youtube has much greater scalability, so still youtube gets the biggest share)
However there is no point to plan local VOD if it is much more expensive than Youtube, that's why we have negotiated great VOD deals for local channels
10″ non-skippable video CPM:
2 – 4 EUR
2,84 EUR
Their ATV will be launched at the end of this year, already in talks and expected CPM price – 2,90 EUR
3,07 EUR2,94 EUR
2,93 EURPushing VOD in local digital
UNIVERSE ~ 212 000
REAL REACH CEILING: ~145 000
APPROX IMPR. FREQ. 3x – 400 000
COST: 1176 EUR
UNIVERSE ~ 92 000
REAL REACH CEILING: ~65 000
APPROX IMPR. FREQ. 3x – 165 000
COST: 507 EUR
UNIVERSE ~ 310 000
REAL REACH CEILING: ~225 000
APPROX IMPR. FREQ. 3x – 580 000
COST: 1648 EUR
Per communication wave
TV
54,3%
VOD
24,7%
66,2%
COMBINED
REACH
If we add Youtube with ~40% reach we would achieve
~78,3% TOTAL VIDEO REACH
Nearly 50% of the radio audience listens to not more than 2 stations per week
As all 4 main radio groups have atleast one flagship station that means that for reach maximization we would need to go with all 4 main groups.
Only Luminor is close to natural share – all others are maximizing mostly 1-2 groups
With ~400-500 TRP we would be maximizing 1+ reach with 4 main radio groups
Lender category is using quite a lot of spec-solutions that are out of ad-breaks
Easy to be heard as there is low advertising saturation.
1-2x a month entertaining comparison sketch by content creators
EXAMPLE OF CREATORS WE COULD COOPERATE WITH:
Content where everything is about comparisons in entertaining way with reminding that Lenders.lv is the best option you have to compare loans – example topics:
| MEDIA | FORMAT | BUDGET | AUG | SEP | OCT | NOV | DEC | JAN | FEB | MAR | APR | MAI | JUN | JUL | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| TV | TV3 GROUP | 10'' video 30% of amounts in 1st positions | EUR 30,000.00 | 870 TRP | 410 TRP | 840 TRP | |||||||||
| HELIO GROUP | EUR 17,500.00 | ||||||||||||||
| TVNET GROUP | EUR 2,500.00 | ||||||||||||||
| EUR 50,000.00 | |||||||||||||||
| LOCAL VOD | DELFI | 10'' video – 1 200 000 impressions | EUR 3,528.00 | ||||||||||||
| GO3 & TVPLAY | 10'' video – 1 740 000 impressions | EUR 4,944.00 | |||||||||||||
| 1188PLAY | 10'' video – 495 000 impressions | EUR 1,521.00 | |||||||||||||
| TET+ | 10'' video – 1 000 000 impressions | EUR 3,000.00 | |||||||||||||
| EUR 12,993.00 | |||||||||||||||
| RADIO | SWH gr. | 20'' audio 4521 TRP | EUR 20,300.00 | ||||||||||||
| EHR gr. | EUR 20,230.00 | ||||||||||||||
| SKONTO gr. | EUR 19,980.00 | ||||||||||||||
| TV3 gr. | EUR 10,000.00 | ||||||||||||||
| SPOTIFY | 20'' audio | EUR 3,900.00 | |||||||||||||
| EUR 74,410.00 | |||||||||||||||
| SOCIAL ORGANIC | TIK TOK CONTENT | 1 video per month | EUR 12,000.00 | ||||||||||||
| EUR 12,000.00 | |||||||||||||||
| TOTAL | EUR 149,403.00 | ||||||||||||||
For awareness building
5000 EUR month
Always-on campaign with goal of reach maximization in addition to performance campaign.
5000 EUR month
Always on campaign with reach as main goal
2000 EUR month
Always-on campaign – could start also with performance as we see it is not being used. – low CPM, great visibility, and proven as media type with strong ROI.
Before we start to do anything make a research
You will get access to our client portal where everything is under same place
Competitive reporting
Media type (data delay)
TV (week)
Radio (1 day)
Digital (3 days)
OOH (month)
Inbox newsletters (day)
Campaign reports
NB! All reports are custom – fitted to your needs
All researches done together in same place or client data that you would like to see against media reports linked in one place.
Flowcharts of plans kept in one place with approval and changes tracking.
Possibility to ask quick questions to your own media & campaign data, to quickly find solutions.
