GTO Media sets itself apart by moving beyond media placement
By Mia Burns (firstname.lastname@example.org)
Digital communications agency Greater Than One has launched GTO Media, which the company describes as a “modern, integrated, performance-based media agency.” GTO Media is a major initiative within Greater Than One and includes a hyper-focus on the agency’s media capabilities within the three core areas of experiential media, analytics, and data management, and partnerships/collaboration.
“When we consider partnerships/collaboration within GTO media, three distinct relationships become extremely apparent,” says Anthony Atanasio, associate director, media account development and partnerships, Greater Than One. “These include clients, agencies, and media providers. Although the role GTO Media plays within each of these groups may differ, the central similarity lies within GTO Media’s inherent ability to achieve client business goals. Much of this success is derived from our extensive industry experience, our ability to both effectively lead and follow when need be, and our constant optimization of the relationship process.”
Underneath the umbrella of experimental media are 3D mapping viral video and personalizing health messaging. “Digital doesn't end with the screen,” Atanasio told Med Ad News Daily. “For Lunesta’s Follow the Wings campaign, GTO created an innovative multimedia presentation that was broadcast on the side of NYC's famed Gansevoort Hotel. Wowing a crowd in downtown Manhattan, video of the installation immediately went viral with hundreds of thousands of views on YouTube.”
Regarding personalizing health messaging, the agency set out to answer the question, “How might preventive health messaging attain greater resonance for the recipient?” Atanasio says, “We partnered with Truven Healthcare Analytics to radically rethink message design and tonality, using an evidence-based prediction model that accounts for demographic, cultural, and social factors.”
GTO Media executives explored analytics and data management to learn how the demographics of target markets change over time, how digital trends impact changes, and how the agency could use the information to keep hitting moving targets. “Greater Than One Media used PRIZM segmentation data, brand.com web analytics data, and a number of third-party proprietary research tools to inform a cost-efficient, high-impact targeting strategy that help brands reach ambitious brand goals,” Atanasio says.
Although brand launches are times for celebration, they can also lead to anxiety about uptake in the market, Atanasio told Med Ad News Daily. “How can we make evidence-based predictions for optimizing early traction,” he said. “Greater Than One Media uses a proprietary methodology called launch dynamics. It mines a variety of data sources before, during, and after a pharmaceutical brand launch to gain insight on the spread of awareness and early engagement with key customers, including healthcare providers.”
As for clients, GTO Media executives say that taking on an agency partner who is able to focus completely on media opportunities as the dedicated media agency of record role can be a complete game changer. “Only a couple of years ago, digital was considered a tactic,” Atanasio told Med Ad News Daily. “Now, whole marketing budgets are being dedicated to the notion of leading with digital, where full campaign positioning is developed online and then adapted to offline as need be. The finesse that GTO Media provides is in providing research based recommendations on the proper online/offline media mix that will drive the strongest impact on goals.
GTO Media is an independently owned agency, and this affords the agency the opportunity to build and execute relationships with any number of other agencies, both inside and outside of agency networks. “GTO Media offers its services as a turn-key media component for agencies that are proficient in digital, but just not with media,” Atanasio says. “We allow agencies to show off their digital savvyness to their clients, while providing piece of mind that the complementing media plan recommendation will richly reinforce the strategy they have worked so hard to develop content for.”
The agency holds media providers in high regard and has numerous long withstanding relationships with many of the top players within the online market place. “We also build new relationships all the time within nitch organizations that are constantly emerging to fill new client needs through advancements in technology,” Atanasio told Med Ad News Daily. “Staying current on the offerings and technology is very much an evolving cycle but a task that we pride ourselves in being very good at. As a result, many of our partnerships allow us first pass on newly released program types and betas to our clients benefit.”
In addition, GTO Media Labs is a place for ideas that are specific to the media space, where the agency executives begin to understand and articulate the difference between trends and fads, where they take a head-on approach to solving their clients’ unique challenges and pull together innovative, out-of-the-box solutions. The agency develops strategic point of views within this space on forefront technologies and keeps clients informed. “The resounding basis for all that we create at GTO Media is human solutions for the digital age,” Atanasio says.
Posted: September 2013