December 7, 2021
Company overview
A digital marketing services and media solutions provider
At Propellant Media, we leverage best-in-class media tools, proprietary data sets, and market intelligence to connect candidates to voters in ways that maximize leads, engagement, and increase the likelihood of desired outcomes in a highly competitive and polarized environment.
With over 20 and up to 30 staff, we lead with geofencing marketing and programmatic display and provide omni channel marketing solutions to agencies and brands.
- Founded 2015 with HQ in Atlanta
- Execute Omnichannel Media Campaigns Across Multiple Industries…..Especially Higher Academia
Industry & Business AWARDS
Testament To Our Clients & Our Team
The Value of diversity
We value diversity in perspective, our leadership, and the make up of our team
At Propellant Media, our diversity is not just within the ownership structure or simply a certification….it is in the make up of the entire organization. It’s what propels debate, collaboration, shared experiences and ultimately growth for our clients…..and ourselves at the firm.
Unmatched White label capabilities
We go to market with an unmatched set of tools, from the best vendors, with redundancies in key categories.
Programmatic Display
3 Platforms
Geographic
Search
Keyword & Contextual Retargeting
CRM
Programmatic Video
OTT/ Connected TV
All Major Platforms: Roku, Apple TV, Amazon Fire, PS4, xBox, etc.
Geofencing Marketing
3 Networks
Standard & Addressable (Household) Geofencing
Paid Search & Social
Google Ads, YouTube, Facebook/IG, LinkedIn Ads, Snapchat
Reporting & Data Analytics
TapClicks for one centralized dashboard for tracking, reporting and optimization
White LabeL Experience
Servicing Over 250 Agencies, Direct Mail & Marketing Consulting Firms
STANDARD
SOLUTIONS
The Usual & unusual suspects
Geofence marketing
What is
What Is
Geofencing
Marketing?
Geofencing marketing allows companies & advertisers to serve display ads and target peopel in very precise areas and the places they go such as competitor locations, convention centers, retail locations, malls, event centers, neighborhoods, crosswalks, and as small as 25 square foot locations.
The Process of Geofencing
User With Mobile Device Enters Geofenced Location
GPS Technology Captures Mobile Device ID of User
User opens up browser or App on their mobile device
User Begins Seeing Ads From The Point They Enter Geofence & For Up To 30 Days After They Leave The Geofence
Ads are displayed on APPS & Websites (Over 600,000 Apps) Ads can Be Seen On Mobile, Desktop & Tablet Devices
Samples Ads Served via programmatic display
Ads Delivered On Mobile Apps & Websites
Measure Foot Traffic Back To Client's Location
This is a conversion zone. When someone erters the conversion zone after viewing or clicking on an ad after entering one of the three geofenced locations, this wil be counted as a view through conversion or a click visit. We can measure the effectiveness of your geofencing display ads through offline physical activities.
Can You Also Track Online
Conversions with Geofencing?
Yes
Target Individual Households
Media’s Addressable Geofencing brings to advertisers an powerful, efficient, and accurate new way to target specific households and businesses with digital advertising.
Addressable Geofencing can be used both as a stand-alone tactic and to improve the results of addressable TV campaigns, direct mail campaigns, and other marketing efforts that target specific households.
1. Advertisers upload up to 1 million street addresses into the platform.
2. Those street addresses are then automatically converted into geo-fences that conform to the plat lines of each address.
3. Then, devices seen within those plat lines are targeted with mobile, video, and/or OTT/CTV ads.
Addressable Geofencing Benefits
Highly Precise. Targeting is based off of plat line data from property tax and public land surveying information to maximize precision of addresses being targeted.
Improved reach over IP-based solutions, which are being limited due to truncation of IP addresses in programmatic advertising.
Improves performance of addressable TV, direct mail, and other campaigns that target specific households by extending their reach, improving their frequency, and providing attribution.
Highly scalable. Up to 1 million physical addresses can be targeted per campaign.
Provides foot traffic attribution. Conversion Zones can be used with Addressable Geofencing campaigns to track uplift in foot traffic to the advertiser’s location.
Addressable Geofencing Benefits
Granular reaporting Report and break down campaign performance by ZIP+4 Level.
Effectively and efficiently on-board offline data. Create granular audience from CRM systems and other offline databases(e.g., automotive lease renewals, households using internet but not video/cable, etc.)
Audiences are updated on a daily basis.
Personalize creative based on address level intelligence.
Cross Device. Targets all individuals at the address on multiple devices by leveraging our cross-device graph, and enables targeting of devices for up to 30 days after they have left address.
Audience Curation For Brands
- With Our Addressable Geofencing, we can curate the ideal household targeting audience for you.
- No need to purchase a list or go directly to a direct mail shop….we curate it in-house OR access any lists you want to provide our team with.
- We can continue refining the list to get to the perfect audience to geofence
AUDIENCE TARGETING
- Home Owners
- Age 35 – 64
- Income $75,000 or More
DELIVERING OTT/CTV TO YOUR TARGET AUDIENCE
The largest, most accurate and comprehensive collection of U.S . multi-sourced offline consumer data available. Up to 1,000+ Attributes To Target More Than 126M House Holds.
Sample Variables:
- Age
- Gender
- Occupation
- Education
- Marital Status
- Children
- Own/Rent
- Home Type
- Pet Owner
- Residence Age
- Home Value
- Buying A Home
- Crafts
- Photography
- Cooking
- Tech Early Adapter
- Self Improvement
- In Market For New
- In Market For Used
- In Market For Luxury
- Brand Loyal For…
- Affinity For…
- Purchase History
- Likely To Dine Wendy’s
- Likely To Dine Chili’s
- Likely To Dine Subway
- Likely To Dine Chipotle
- Likely To Dine KFC
- Watch DIY
- Home Decorating
- Purchase From Hardware
- Purchase From Lumber
- Purchase From Furniture
- Income
- Net Worth
- Credit Score
- Likely Investor
- Credit Card User
- Golf
- Hunting
- Biking
- Camping
- Winter Sports
Site Retargeting: All Your Marketing Efforts Working Smarter
Target users who have recently visited your site but left with or without converting
Site retargeting forms the bedrock of all campaigns and ensures your other marketing is even more effective (TV, Radio, Print, Facebook, PPC, Geo Fencing, SEO)
Search Retargeting: Continue Targeting Buyer Intent Keywords
Target constituents who have recently performed a search on other search engines/websites (Bing, Yahoo, AOL) outside of Google, even if they did not visit your website.
- Columbus News
- Columbus Weather
- Columbus Shows
- Columbus TV
OTT/CTV
OTT/CONNECTED TV
AUDIENCE TARGETING and INVENTORY
With over 1,500 streaming channels, there is content is available through internet applications connection by Smart TVs or OTT (Over-The-Top) devices, such as Apple TV and Roku. Available content is ad-supported through services like Hulu, or via apps directly from content creators like HGTV
Because CTV is powered by internet-enabled devices, it offers advertisers the opportunity to reach target audiences on TV through more precise and effective methods than mass distribution
CHOOSE TO SERVE ADS ON THE LARGE SCREEN, SMALL SCREEN, OR ALL SCREENS AT THE LOCATION
WHY PROPELLANT MEDIA’S OTT/CTV SHOULD BE TOP OF MIND FOR ADVERTISERS
- Non-skippable, immersive content
- Reach a unique group of video consumers not watching traditional TV
- Serve video ads pre-roll, mid-roll and post-roll within streamed content on the big screen and other connected devices.
- Inventory for both short- and long-form content.
- Impact Of TV + Audience Targeting
- One centralized dashboard.
Why do 250+ Media agencies partner with us?
The Benefits of White Labeling Propellant Media’s Services…
- Fill service gaps by working with us you can deliver additional solutions to your clients with complete confidentiality.
- Generate new revenue by reselling our services or referring your clients to us.
- Focus on your strengths by partnering with us you don’t have to expend time and resources on learning a new skills or building an internal team.
- We deliver reliability & scalability to your clients through our expertise and competency and redundancies within key technologies.
Available product and service offerings
You sell-in to your clients, and we handle program implementation, optimization and reporting. Our white label partners can re-sell the following to their clients:
1. Addressable and Standard Geo Fencing
2. Audience Curation
3. Site Retargeting
4. Search Retargeting
5. Keyword/Contextual Targeting
6. CRM On-Boarding and Targeting
7. Geo and Demographic Targeted Advertising
8. OTT/Connected TV
9. Paid Media – PPC / Paid Social
10.TapClicks Integrated (Your Agency Branded) Dashboard
REPORTING &
ANALYTICS
CAPABILITIES
ONE VIEW FOR ALL YOUR DIGITAL MARKETING
- Our analytics platform will integrate all of your digital activities into one reporting dashboard including:
- Google Analytics
- Google Adwords/Microsoft Ads
- Google Display (Retargeting)
- YouTube
- Facebook Ads
- Programmatic/Geofencing
- OTT Advertising
- Call Tracking
- One 24/7 reporting dashboard allows for better decision making and platform optimizations.
ADDITIONAL WAY CAN WE MEASURE SUCCESS?
With Conversion Tracking, We Can Track All Online Activities and Conversions
Our Platform allows us to track the impact of each touchpoint in the customer journey, including ads, organic searches, direct mail, and much more. We then package that data into reports that allow us to interpret and prove the value of each channel based on the agreed to KPIs.
CallRail management and reporting integration is an additional $100 per month, per location (but can be higher based on call volume).
PAID SEARCH AUDIT
Paid Search Audit
Overall Audit &
Observations
Additional
Observations
Competitive
Landscape
Immediate
Recommendations
Long Term
Recommendations
Implementation
Process
Formal Report
For Enterprise
WE PRACTICE WHAT WE PREACH…..OUR OWN SPEND
Paid Search Audit
1. Campaign Settings & Structure
2. Ad Group Structure
3. Keyword Coverage & Relevance to Ad Copy
4. Ad Copy
5. Ad Extensions
6. URL Settings & Functionality
7. Cross-Engine Consistency
CALL TRACKING & LEAD REPORTING
TRACK PHONE CALLS & LEAD FORMS
FACEBOOK/ INSTRAGRAM AUDIT
FACEBOOK/IG AUDIT
Overall Audit &
Observations
Additional
Observations
Competitive
Landscape
Immediate
Recommendations
Long Term
Recommendations
Implementation
Process
Formal Report
For Enterprise
SAMPLE AUDIT CHECKLIST
| Category | Best Practice | Status | Notes |
|---|---|---|---|
|
Active Image/Video 2 - 4 Variation |
2-3 Active Ads per Campaign/Ad Set |
× |
For some but not all ad sets |
|
Naming Convention |
Placing proper full name of the ad |
× |
Has not named them properly for easy spot checking |
|
Proper Ad Format Usage |
Single Image, Video, and Carousel best ad formats to utilize |
× |
Utilizing the existing single image format, but not carousel as part of the testing environment.
|
|
Image Size Usage |
Best to utilize 1080 x 1080 |
× |
Currently utilizing more of a 1200 x 600 format. 1080 x 1080 is much more universal and can be leverage more effectively across Instagram and Audience networks. 1920 x 1080 is best used for IG Stories, but even the 1080 x 1080 can be used for that purpose.
|
|
Full Primary, Headline & Description Usage |
Utilize 3 - 5 variations of the primary text, headline, and description for each ad.
|
× |
Only utilizing 1 variation for each. Facebook/IG will show the best performing variations if you add more variations to the ads
|
|
Proper Call To Action Button
|
Try to match the call to action to the purchase intent
|
✔ |
“Learn More” is relevant, but more of a shop now or sign up may be a better call to action button to utilize.
|
|
Website URL
|
Placing the utm’s at the ends of all url’s to ensure we have best in class tracking at the source, medium, campaign, and ad version levels.
|
✔ |
Set up for some but not all ads.
|
|
Display URL
|
Best to showcase the display url
|
× |
Currently not being utilized
|
|
Tracking
|
Website Events is set up to track the pixel ID properly
|
✔ |
Currently set up properly.
|
OMNICHANNEL SITE RETARGETING
Omni Channel website Retargeting
Target customers who have recently visited your website
Site retargeting forms the bedrock of all campaigns and ensures your other marketing is even more effective (TV, Radio, Print, Facebook, PPC, Geo Fencing, SEO, Etc.)
- Lowest Cost To Deploy
- Provides Highest Return Compared To All Marketing Channels
- Simply requires website traffic
POWER OF OMNICHANNEL SITE RETARGETING
GOOGLE ADS LEVERS WE PULL TO IMPROVE PERFORMANCE
Google Ads - Account structure
Think about it in 4 Tiers (Account, Campaign, Ad Group, and the fourth tier includes [Ads, Keywords, Negative Keywords, Ad Extensions, Audiences & Demographics)]
Optimizations & Spot Checking
Cadence In Optimizing Campaigns
- Week 1 – 2: two times a day
- Week 2 – 3: once a day
- Week 3 – 4: three times a week
- Month 2: 2 times a week
- Month 3 & Beyond: 1 – 2 times a week
- Regular Budget Pacing
- Spot Checking Irregularities
- Scaling & Improving Performance (geographic, network, keyword level)
- Identifying New Campaign Opportunities (Impression Share, Scaling)
- Industry Trends For New Tactics
- Beta Access – New Testing
Optimization Levers We Pull
| Account Level | Campaign Level | Ad Group Level | Ad Level | Keyword Level |
|---|---|---|---|---|
|
Rule Automations |
Search Partners/Search |
Ads Per AdGroups |
Extensions |
Match Types |
|
Audience Sharing |
Device Types |
Total AdGroups |
Split Testing 3 – 4 Ads Total |
Long Versus Short |
|
Automated Bid Strategies |
Geography |
AdGroup Types |
Responsive & Extended |
In-Market Versus Middle Funnel |
|
Google Analytics |
Call Only Versus Expand Text |
Negative Keywords |
Keyword Insertion |
Negative Terms |
|
Smart Versus Standard |
URL Tracking |
Audiences |
Paths |
N-Gram Analysis |
|
Audience |
Big Strategy |
Demographics |
Title Case |
Cost Per Conversion |
|
Placement Exclusions |
Ad Rotations |
SKAG’s
(Single Keyword Ad Groups)
|
CTA’s
|
Brand & Non-Brand Terms
|
|
Big Strategies
|
Audience
|
Ad Group Strategy
|
Descriptions |
Hyper Bidding Strategies |
FACEBOOK/IG LEVERS WE PULL TO IMPROVE PERFORMANCE
Facebook/IG- Account structure
Think about it in 4 Tiers (Account, Campaign, Ad Set (Audience) and the fourth tier includes Ads)
TYPES OF CAMPAIGNS
| Campaign Type | Description | Funnel Level |
|---|---|---|
|
Awareness/Reach |
Top Of Funnel Targeting |
Top |
|
Traffic |
Drive people most likely to click on ads |
Top/Middle
|
|
Engagement |
Drive people most likely to like, comment, share and engage with ads
|
Top/Middle |
|
Video Views |
Drive people most likely to watch 100% of your videos |
Middle |
|
Lead Engagement |
Drive Lead Gen Forms |
Middle/Lower |
|
App Installs |
Optimize toward to app installations |
Lower |
|
Conversions |
Campaigns optimization toward your key conversion metric (purchases, leads, etc…) |
Lower
|
|
Catalogue Sales
|
Optimize for ecommerce based campaigns
|
Lower
|
BEST PRACTICE CAMPAIGN INFRASTRUCTURE
Campaign Types To Build
- Top Funnel – Video Views
- Top/Middle Funnel – Engagement
- Middle Funnel – Traffic
- Bottom Funnel – Conversions
- Bottom Funnel – Site Retargeting
- Bottom Funnel – Lead Generation (Lead Forms)
Audiences To Build For Campaigns
- Website & Landing Page Visitors
- Customer (CRM List)….Buyer Lists
- Page and Post Engagement (likes, shares, comments, engagement)
- Video Views – 50%, 75%, or even 100% of your ad.
- Lead Form Engagement
- Behavior/Interest (Real Estate License/Broker)
- Lookalike Audiences
Optimization Levers We Pull
| Account Level | Campaign Level | Ad Set Level | Ad Level |
|---|---|---|---|
|
Campaign Architecture
(4 - 6 Campaigns) |
Marketing Objective |
Audience (Custom, Demographic, Lookalike, Interest) |
Split Testing
3 – 4 Ads Total |
|
UTM Tracking |
A/B Split Testing |
Conversion Event (Conversion Objective Campaigns)
|
5 Headlines Per Ad
|
|
Lead Gen Form Set Up |
Campaign Budget Optimization
|
Locations |
5 Primary Text Lines Per Ad |
|
Conversion Tracking |
Campaign Bid Strategy |
Age/Gender |
5 Description Lines Per Ad |
|
Pixel Set Up |
Ad Schedule |
Placement Strategy
|
Types Of Image/Video
|
|
Rule Automations |
Campaign Buying Type |
Optimization & Delivery
|
Carousel vs. Static vs. Video
|
|
Reporting Views |
Total Number Of Campaigns |
Cost Control
|
CTA’s
|
|
Overall Campaign Strategy
|
Naming Convention Strategy |
Attribution Settings
|
Display & Final URL
|
COST & PRICING
Paid social pricing
Engage Media with the following services that provide value add at the same time or after placing media buys with us
Ongoing Paid Social/Search Management
Pricing: $750/month or 15% of Media
- $600/month or 12% of Media for White Label Partners
- This pricing is relevant for both Facebook/IG Ads
- $500 Set Up Waived With 6-Month Contracts Over $5,000/month In media
Paid Social/Search Audit
Pricing: $500 One-Time
- Audit Campaign to Ad Level Existing Data
- Roadmap To Implement Recommendations
- $500 Fee Is Waived If PM Begins Managing Campaign
Account Restructure
Pricing: $1,000
- Track Call From Most Sources of Digital Traffic (Organic, Paid Social Ads, etc…)
- Listing To Call From Leads & Customers
- View Reporting 24/7 And Real Time
- Download Leads & Calls From Customers
Call Tracking
Pricing: $100/month
- Track Call From Most Sources of Digital Traffic (Organic, Paid Ads, etc…)
- Listing To Call From Leads & Customers
- View Reporting 24/7 And Real Time
- Download Leads & Calls From Customers
Dashboard & Analytics Tracking
Pricing: 1st Month No Charge
- $100/month For Dashboard
- Unlimited Digital Channels To Report On
- 24/7 Dashboard Access
- Ability To Download Report
WHITE LABEL PARTNER FAQs
Here are the questions we get most frequently:
1.The average length of new campaigns? – Typically 3 – 6 month minimums (allows for program optimization and to gather enough data to build future replicatable programs)
2.Minimum Budgets? – Typically we recommend $1,000 per month (at $10 cpm clients would get 100,000 ad impressions for every $1,000 spent). At a $10cpm, your firm would make on average $350 for every $1,000 the client spends.
3.Number of Locations That Can Be Targeted Per Campaign? No hard-caps on number of locations you can geo-target. But the impressions needed will have to be matched to size of audience and required frequency of ads to serve.
4.How much does it cost to become a White-Label Partner: One-Time set-up fee of $500. In exchange you will received Training, Presentation Materials, White-Label Reporting and Analytics Dashboard, Ideas and Strategies to close Clients. $250 set-up fee for every new client you bring onto the platform (this one-time fee is typically borne by your client)
White labeling pricing structure
Programmatic Display
Charge to White Label Partner: $6.50 cpm
White Label Partner Charge to Their Client:
$8 – $10 cpm
Geo-Fencing Direct-To-Mobile
Charge to White Label Partner: $6.50 – $8 cpm
White Label Partner Charge to Their Client:
$8 – $12 cpm
Programmatic Video
Charge to White Label Partner:
$12 cpm
White Label Partner Charge to Their Client:
$15 cpm
Programmatic OTT/CTV
Charge to White Label Partner:
$36 – $40 cpm
White Label Partner Charge to Their Client:
$50 – $55 cpm
Note: Applying 3rd Party Data adds an additional $1.50 or more to base cpm costs
World-Class Training
Self-Guided Training
You will have access to training modules that your employees can access as the first phase of their training. Each training module has an instructional video, followed by a quiz to ensure the viewer comprehended the information.
Getting Started
Our operations team is the best in the business. And to get your team moving in the right direction we will train your key people to help establish procedures and best practices.
comprehended the information.
White Label Selling Materials
Reseller Marketing & Sales Materials To Give You A Head Start
- White Labeled Explainer Video
- Geofencing E book You Can Modify & White Label
- Insertion Order Template
- RFP Templates
- Sales Calls & Videos
- Presentation Materials
- Real Time Analytics & Reporting Dashboard
Localized Business Guide To
Geofencing Marketing
