360° Media Buying

Kosadel • London Since 2014 Media Buying 360

Media Buying 360 (TV & OOH) to grow demand and deliver strong brand lift

We design and execute plans for TV, OOH, and combined offline + digital, so you build awareness and increase measurable demand (search, direct, leads, sales).

Goal: the right coverage, the right frequency, the right message — with clear outcome measurement and attribution.

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Strategy & Reach • Frequency Control • Creative Fit • Measurement & Lift
TV Planning Slots, GRPs, reach, frequency.
OOH Strategy Billboards, metro, transit, coverage.
Connected to Digital Search lift, remarketing, demand capture.
Measurement Brand lift, MMM/attribution, dashboards.

Media Buying 360 at Kosadel

TV & OOH are powerful when executed with a proper plan — not random placements. The objective is to create demand and then capture it efficiently with digital. We design reach/frequency, creative fit, geographic coverage and measurement, so you know exactly what your offline investment delivers.

When TV or OOH makes sense

When you want to expand your market, when digital platforms saturate, when you need trust/authority, or when competitive pressure is high. TV/OOH delivers scale and brand effect.

Sub-services (what we do in practice)

Media Strategy & Budget Split Allocate budget across TV/OOH/Digital based on objectives.
TV Planning (GRPs) Reach/frequency, dayparts, channels, pacing.
OOH Planning Billboards, stops, metro, transit, geo coverage.
Negotiation & Buying Negotiation, packages, terms, delivery assurance.
Creative Guidance Message, CTA, format specs, consistency with digital.
Measurement & Lift Search lift, direct traffic, brand lift, dashboards.

Process (from plan to measurable outcomes)

1
Objectives & market What you want to achieve: awareness, demand, sales, geo focus.
2
Media plan Reach/frequency, budget split, flighting, pacing.
3
Buying & scheduling Negotiation, booking slots/placements, calendar.
4
Connected to Digital Brand search capture, landing pages, remarketing.
5
Measurement & optimisation Lift analysis, pacing adjustments, next cycle.

KPIs we track

Reach Frequency GRPs (TV) Impressions (OOH) Brand Search Lift Direct Traffic Lift Leads / Sales Lift Brand Lift (survey)
Want a TV/OOH plan that integrates with digital — and can be measured?

Send us your objective, geography, budget range and core message. We’ll propose flighting, reach/frequency and a measurement plan (search/direct lift).

Contact WhatsApp: +30 6955840203

Frequently Asked Questions

How do you measure results from TV/OOH?
Through a combination of brand search lift, direct traffic lift, changes in conversions, geo/time-window analysis, and where possible, surveys/brand-lift studies. It’s not “perfect” attribution, but it can be reliable measurement.
Do I need to run digital alongside it?
Ideally, yes. TV/OOH creates demand; digital enables demand capture(search, remarketing, landing pages). The combination usually increases overall results significantly.
What’s the right reach/frequency?
It depends on your category, message complexity and budget. The goal is enough reach for the message to land, and sufficient frequency for it to stick. We model this based on budget and flighting.
What do you need to start?
Objective (awareness/demand/sales), locations, budget range, core message/USP, plus any historical data (if available). With this, we build the media plan and measurement framework.
Can you do planning only (without buying)?
Yes. We can deliver planning, flighting, recommendations and a measurement framework, while buying can be handled by you or your existing partner.

Media Buying 360 Packages (TV/OOH + Digital)

Prices are excl. VAT. The media budget is paid directly by the client (channels/publishers/platforms). Kosadel charges a management fee(retainer and/or % of spend) and planning / governance where required.

Digital Planning & Buying — structured execution + reporting For performance and reach campaigns across Meta, Google, Programmatic, YouTube, etc.
Most Popular
Digital Management
£1,100 / month
  • Media plan (objectives, audiences, format mix, allocation)
  • Campaign setup + weekly optimisation
  • Creative feedback loop (what works / what doesn’t)
  • Monthly reporting + next-month plan
Buy Service
What’s Included
Governance
Transparency, control, and clean reporting.
  • Clear account ownership (client-owned)
  • UTM / naming conventions + reporting structure
  • Weekly status update (depending on scope)
  • Budget pacing + alerts
Book a Consultation
Onboarding (one-off)
£440
Audit, tracking readiness, and a 30-day go-to-market plan.
  • Account audit + quick wins
  • Tracking plan (GA4/GTM where required)
  • Baseline KPIs + dashboarding
  • 30-day media roadmap
Buy Service
TV / OOH — planning, negotiation support & campaign management For brands that want offline reach with solid planning, clear deliverables, and cost control.
By Budget
Offline Buying Fee
6% of media budget
TV/OOH fee based on budget and complexity.
  • Media plan + GRPs/reach targeting (where applicable)
  • Placement coordination + flighting
  • Creative/spec checks per channel
  • Post-campaign review (where data is available)
Request a Quote
Production Management
+ fee (by quote)
When production is needed (spot, creatives, adaptations).
  • Briefing + coordination of partners/production
  • Timelines + approvals
  • Deliverables per format/channel
  • Third-party cost transparency
Book a Consultation
Planning Sprint (one-off)
£1,900
Strategy, channel mix, and budget allocations.
  • ICP + objectives mapping
  • Channel plan (TV/OOH mix) + timing
  • Measurement approach (e.g. lift, search impact)
  • Ready-to-execute plan
Buy Service
Hybrid — one integrated plan for offline + digital For brands that want 360 budget allocation, one reporting cadence, and coordinated creative execution.
Best Value
Hybrid Retainer
By quote
Typically: retainer + % of total spend.
  • Unified media plan (offline + digital) with shared KPIs
  • Budget pacing & optimisation (per channel)
  • Creative sync (assets/adaptations per format)
  • Monthly governance + reporting
Request a Quote
What’s Included
Operations
Processes, approvals, and workflow.
  • Weekly status + escalation rules
  • Clear scope & responsibilities
  • Campaign calendar + asset tracker
  • Post-campaign insights & next steps
Book a Consultation
Onboarding (one-off)
£1,100
Set up governance, measurement, and calendar.
  • Audit + objectives/constraints
  • Measurement & reporting framework
  • 30-day go-to-market plan
  • Access & workflow setup
Buy Service
Custom — for large budgets, multiple markets, or SLA requirements When you need a bespoke operating model, procurement support, or multi-team coordination.
By Quote
Enterprise / Custom
By quote
Built around objectives, governance, and operational requirements.
  • Multi-channel + multi-market planning
  • Advanced reporting / attribution considerations
  • Weekly cadence + stakeholder management
  • Procurement & vendor coordination (where required)
Request a Quote

CONTACT US TODAY

Media Buying 360 by KOSADEL: TV & OOH Strategy, Negotiation & Performance Measurement

Media Buying 360 (TV & OOH) is not “buy a few spots and hope for the best”. When planned properly, it becomes a growth engine that increases brand awareness, strengthens trust, and creates real demand you can see in search lift, direct traffic, and ultimately sales. The difference between “a campaign that was seen” and “a campaign that performed” is strategy: the right audience, the right frequency, the right placements, and the right measurement framework.

At KOSADEL , we treat offline media as an extension of Digital Marketing . That means TV/OOH does not run in isolation: it integrates with Search Engine Marketing , Search Engine Optimisation , and Social Media Marketing , so we can capture the demand created by awareness and convert it into measurable outcomes.

Why TV & OOH still make sense today (when executed correctly)

Even if digital is more “trackable”, offline still wins on scale of attention and brand authority. People trust brands that “feel big”. This reduces friction, increases click-through rates on paid campaigns, and often improves landing page conversion rates. The effect is even stronger when the creative is powerful and consistent, supported by Branding & Creative and Video Production / Motion .

What you gain in practice

  • Brand trust & authority: improves conversion and reduces objections.
  • Search lift: increases branded & generic searches that SEO/SEM can capture.
  • Lower blended CPA: total acquisition cost drops as the brand strengthens.
  • Competitive advantage: stand out in industries where others rely only on performance.
  • Market coverage: build presence in geographies/audiences that are hard to reach with digital alone.

When Media Buying 360 is a strong fit

TV & OOH work best when the business has: clear positioning, conversion infrastructure, the ability to fulfil increased demand, and a plan to “close” interest in digital channels. That’s why we connect offline with: Analytics & CRO for measurement, Web Design for landing experience, and Marketing Strategy & Consulting for strategic consistency.

Strategy before buying — otherwise you’re paying for “noise”

Media planning means deciding who we want to influence, when, with what message, and at what frequency. TV/OOH is a reach + frequency game: low reach means limited impact, and the wrong frequency either burns budget (overexposure) or fails to land the message (underexposure).

Defining the target audience

  • Demographic focus: age, gender, and relevant socio characteristics (where useful).
  • Geo focus: cities/areas with commercial priority.
  • Intent & stage: creating net-new demand (prospecting) or amplifying existing demand.
  • Brand vs performance objective: define the primary KPI for the phase.

Mix: TV, OOH and the digital “catch”

A successful 360 plan doesn’t end with a spot or a billboard. Offline creates demand — digital captures it. That’s why we plan parallel reinforcement across: Search Engine Marketing (for active demand), SEO (for organic coverage), Social Media (for retargeting/awareness), and Email Marketing & CRM (for nurture/retention).

Reach/Frequency: the “math” behind performance

In planning, we set reach and frequency targets per week/month, depending on campaign length. A short-burst campaign (e.g. 2–3 weeks) needs a more aggressive frequency to become top-of-mind. An always-on presence needs a steadier rhythm to build recall without exhausting the audience.

Budget allocation: what you actually pay for

In TV/OOH you pay for access to attention and frequency. Value is driven by: inventory quality, time slots, placements, geography, and negotiation. In a 360 plan, budget is not only “media”. It includes creative/production and conversion infrastructure (landing pages, tracking, analytics). That’s where these services connect: Branding & Creative , Video Production / Motion , and Analytics & CRO .

Media buying: the difference is negotiation and control

“Buying media” isn’t a simple purchase. It’s selecting inventory that matches the audience, negotiating prices/packages, controlling delivery, and assuring quality. The goal is the best value per pound, with brand-safe placements and optimal timing.

TV: what we evaluate

  • Dayparts and slots: which time band matches your target audience.
  • Programming/context: context relevance (where it adds value).
  • Reach and repetition: not just “how many spots”.
  • Creative fit: length, message, and a callout people remember.

OOH: what we evaluate

  • Location: traffic flows, commuting routes, hotspots.
  • Visibility: angle, distance, dwell time.
  • Format: static, digital OOH, large-format vs tactical.
  • Geo strategy: coverage for priority areas.

Execution control: deliver the campaign as designed

During execution, we monitor: correct delivery, intended frequency, deviations, and verification signals (proof of play). In parallel, the digital catch plan runs: SEM, social retargeting, and landing readiness. This synchronisation is what turns offline awareness into measurable growth.

Creative & production: average creative can’t be saved by buying

For TV/OOH, the message must be immediate, simple, and memorable. Clear positioning and a recognisable brand look make a huge difference. That’s why we connect buying to Branding & Creative and Video Production / Motion . The creative should “tell” people what to remember/search after exposure so the lift can be measured.

How we measure TV/OOH without guessing

Offline media isn’t measured like performance. But with the right framework, you can see clear signals: increases in branded searches, growth in direct traffic, uplift in conversion rate, and more assisted conversions. The foundation is correct implementation of Analytics & CRO .

Signals we use

  • Search lift: branded queries and key generic terms correlated with airing/OOH flights.
  • Direct traffic: increases in visits without referrer (with proper filtering).
  • Conversion rate lift: improved conversion during periods of media pressure.
  • Paid efficiency: CPC often drops or CTR rises in SEM as brand trust increases.

The digital catch plan: “locking in” demand

If the campaign does its job, people will search for you. You must be there: with a strong presence in Search Engine Marketing , strong organic coverage via SEO , retargeting through Social Media , and landing pages that convert (via Web Design ).

Attribution in practice

Offline pushes the top of funnel. Digital closes the conversion. So attribution should allow assisted credit and avoid cutting budgets because “it doesn’t show last-click”. A common mistake is undervaluing the brand layer. With proper reporting, you see total ROI and blended CPA — not only last-click.

When to scale

When you see stable uplift in search lift/traffic and your conversion infrastructure can handle the demand, you can scale: more regions, more flights, or higher-quality inventory. At that stage, strategic alignment matters, via Marketing Strategy & Consulting , to ensure each increase remains profitable.

Frequently Asked Questions

Yes—if you want measurable outcomes. Offline creates demand, but digital captures and converts it: SEM , SEO , Social , plus landing pages that convert.

By looking at uplift signals: search lift, direct traffic, conversion lift, and improved efficiency in paid media. These become clear with a solid foundation in Analytics & CRO .

It depends on your objective and audience. TV delivers mass reach and strong brand authority. OOH delivers geographic coverage and high repetition in priority areas. Often, the best outcome comes from combining both with a digital “catch” plan.

Running offline without a digital catch plan and without proper measurement. Demand gets created but isn’t “locked” into conversions—so ROI looks invisible.

Next step

If you want offline awareness that’s measurable and scalable, you need proper planning, buying, and attribution. Also explore: Digital Marketing , Search Engine Marketing , Analytics & CRO , Branding & Creative , Video Production / Motion , Contact .