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Measure the direct impact of awareness media

Transform TV, radio, CTV, and online video into measurable direct response levers, linking every exposure to leads and sales to optimize the media plan based on ROI.

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Direct response on awareness media

Core Direct optimizes TV, radio, and online video planning using a direct response approach, identifying the most effective channels, time slots, and formats for business KPIs and maximizing media plan ROI.

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What we solve

Awareness media becomes measurable when analyzed through a direct response lens.

Year after year, companies look less at reach and frequency and more at performance metrics like leads per GRP and cost per lead.

The CMO needs to know how many sales TV generates directly, in addition to its contribution to brand equity. A clear ROI measurement allows investment choices to be justified to the CFO on quantitative grounds.

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Core Direct

Core Direct applies a dedicated model to awareness media to isolate their direct response effect on business KPIs. The result is a comparable measure of each channel’s contribution, useful for deciding where to invest and how to optimize the media plan.

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We answer these questions

How much to invest across different networks to avoid saturation effects?

Which ad length generates the best results on TV?

Which time slots and days are most effective in our TV plan?

Which formats perform best for Online Video?

What is the investment threshold beyond which CTV shows diminishing returns?

Differences with Core MMM

Two complementary tools, two different questions.

Typically, Core Direct comes into play at two moments:

When a brand is evaluating an always-on TV/Radio strategy and wants to get the most out of every single GRP;

When online video investment grows and the brand wants to identify platforms, formats, and media pressure levels that generate more conversions per impression.

Deliverables

The contribution

The effectiveness contribution of every single TV/Radio network;

Alternative TV/radio plan

A proposal for an alternative TV/radio plan with a precise quantification of incremental ROI;

Optimize Online Video & CTV Plan

Optimization of the Online Video Plan based on the best-performing formats;

Frequently Asked Questions

What level of investment makes Core Direct particularly useful?

There is no minimum or maximum threshold. Core Direct provides maximum value when TV, radio, CTV, or online video carry significant weight in the plan and the brand wants to move to a continuous approach, optimizing pressure, networks, time slots, and formats based on results.

How long does it take to deliver the optimized plan?

From the receipt of complete and validated data, the analysis is normally delivered within 10 business days. The output includes evidence on the most effective levers and an alternative plan proposal with an estimate of the expected improvement.

Can Core Direct be activated without Core MMM?

Yes. Core Direct can be launched as a standalone project to measure and optimize the direct response generated by awareness media. Core MMM remains the recommended starting point when the goal is to evaluate the contribution of the entire mix, including medium-to-long-term effects.

What data is needed to start the analysis?

For linear TV, we need planning and exposure data by channel, network, format, day, and time slot, along with the response KPI observed over time, such as leads, calls, or sales. For radio, CTV, and online video, we verify data availability, granularity, and coverage in the initial phase to define the most robust analysis scope.

What decisions can be optimized with Core Direct?

Core Direct indicates how to distribute the budget across TV, radio, CTV, and online video and which networks, time slots, days, and formats generate the most efficient response. It also highlights the pressure level beyond which returns begin to diminish, supporting a more effective plan for the same investment.

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Want to understand where your TV, radio, or online video plan can generate better results?

In a call, we can identify the levers to analyze and define the measurement scope.

Book your call