Plan around signals,
not channel lists.
Every channel has a job. Some create recognition. Some validate interest. Some turn intent into action. We connect them in one campaign architecture.
The mix changes with the brief. The operating logic stays connected.
Three stages. Each with a clear job.
The stages are functional, not chronological. Awareness, engagement and action can run at the same time, but each produces a different strength of signal.
Awareness
The campaign enters the audience’s mind. The job is recognition, reach and the first measurable signs of interest.
Display, online video and paid social create controlled reach around the audiences most likely to care.
- Display
- Online video
- Paid social
- Creator reach
Connected TV adds full-screen attention in a premium viewing environment.
- Connected TV
- Non-skippable video
- Reach
- Trailer or campaign views
- First expressions of interest
Engagement
The audience moves from noticing the campaign to actively validating it.
Retargeting, frequency and interaction signals show that the message is being noticed.
- Views
- Clicks
- Likes
Creator videos give the audience time to watch, respond, comment and share.
- Watch time
- Comments
- Shares
Live formats create synchronous interaction. The audience experiences the moment together with the creator.
- Concurrent viewers
- Chat
- Real-time response
Action
Interest turns into a measurable outcome.
Warm-audience retargeting and re-engagement move the strongest signals toward conversion.
Affiliate programmes and conversion-oriented creator formats connect credibility with action.
- Conversions
- Qualified visits
- Installs
- Sales
- ROAS
For game campaigns, this can include wishlists and pre-orders.
The plan, as it actually flows.
Channels enter on the left. Campaign jobs sit in the middle. Outcomes appear on the right. Band thickness shows how budget or impressions are allocated across the system.
The same view becomes the operating map for activation, optimisation and reporting.
Display feeds Awareness. Online video feeds Awareness. Connected TV feeds Awareness. Paid social feeds Awareness and Engagement. Creator video feeds Awareness and Engagement. Creator live feeds Engagement. Community feeds Engagement. Performance media feeds Action. Affiliate feeds Action. Awareness leads to Reach, Video views, Engagement. Engagement leads to Video views, Engagement, Qualified visits. Action leads to Qualified visits, Conversions, Installs, Sales, ROAS.
Measure every stage by the job it has to do.
A reach channel should not be judged like a conversion channel. We connect every stage to the signals it is designed to produce.
Quality of attention
Example KPIs- CPM
- Quality of reach
- Video completion
- Brand lift
Validation and depth
Example KPIs- Engagement depth
- View-through rate
- Watch time
- Qualified interaction
Attributed action
Example KPIs- Conversions
- CPI
- Sales
- ROAS
For game campaigns, mid- and lower-funnel signals can also include wishlist conversion, pre-orders and attributable installs.
Attribution should be a steering tool, not a reporting exercise.
See how the channels work before the campaign goes live.
Bring us the audience, the moment and the outcome. We will build the campaign architecture around them.