Our Services

We’re campaign builders at heart and in practice. We believe that strategic cohesion between all departments—from creative and production to media buying and marketing science—is necessary for a campaign’s success. It’s all about integration. That’s why we’ve assembled a team of experienced marketing professionals to oversee every step of the process.

Our comprehensive offering allows Feld Direct to control every aspect of your campaign. We’ve had many clients opt to do only creative production or media with great success, though we find that end to end solutions produce the best results.

Strategy

At the start of every campaign we develop a comprehensive strategy rooted at the intersection of consumer behavior, the video media landscape, and client business goals. This phase of the process establishes guidelines that influence both initial creative development and media execution as well as ongoing campaign decisions.

 

Our strategies are designed for the modern age of video viewership. In addition to linear TV, we integrate new media platforms to follow consumer’s evolving viewing habits and uncover solutions hiding in plain sight.

 

We offer:

– Audience Segment Profiling and Sizing

– Audience Insights Beyond Demographics

– Competitive Tracking

– Insights Driven Creative Brief

– Insights Driven Media Plan

– Cross-channel Integration Plan

 

Creative and Production

Feld Direct creates video assets that synthesize your product’s strengths into a simple proposition that not only drives action but differentiates your brand. The goal of every creative execution is to make your product the obvious solution to the consumer problem, sparking an immediate response.

 

The entire production process from briefing to airing takes eight to ten weeks, during which time you’ll work in close collaboration with our production and account teams to give feedback and approvals.

 

The Pursuit of Persuasion

Persuasion can be split in two equally important halves: logic and emotion. Feld Direct is where they collide. We create campaigns that combine poignant branded imagery with a proven copy structure to spur immediate sales and build long-term preference.

 

Built for Efficiency

With our in-house production and post-production company, Graphite Films, we’ve streamlined the production process to produce multiple commercials in a single shoot and eliminate third-party markups for cost-effective creative. To further curtail costs, we use non-union talent to avoid SAG residual fees.

 

The Creative Feedback Loop

Our marketing science team is always on the hunt for insights that will better the campaign. This often includes edits to the creative. If response shows that a certain element of a commercial is lacking, we test an alternative that may make an incremental improvement. Our in-house post-production team makes these changes quickly and inexpensively.

Media Buying

Between traditional linear television and the rise of streaming services and premium programming providers, today’s consumer is watching more video content than ever. Viewers have seemingly unlimited choices as to what, when, and where they watch. For this reason, we approach media buying with a multi-screen mind set. Linear television is still the driving force behind our media strategies, but our buyers are also well versed in negotiation across multiple platforms, including digital streaming and video on demand. This allows us to build omni-channel, consumer-centric media plans that will reach your target consumer no matter how they choose to watch content.

 

The Omnipresence of Television

Despite echoed threats of cord-cutting, national TV remains the pinnacle of video advertising and the most CPM-efficient video option. Television also works as the great legitimizer, lending instant credibility to your brand in a way that digital advertising can’t.

 

Feld Direct uses TV as a campaign work-horse to drive response and generate sales. National cable is DRTV’s bread and butter, but we also buy local cable and broadcast, syndication, satellite, and regional cable.

 

Emerging Opportunities: OTT and Streaming

Time spent with video content continues to climb among American adults. They’re simply shifting their viewing habits to non-linear platforms. In 2018, 67% of viewers had access to internet enabled TV-connected devices in their home, up from 61% in 2017 (Nielsen). The number of OTT-only households has tripled in the past five years and is now more than 11% of all US households. These trends are expected to continue their dramatic growth in the coming years.

 

We build media plans that include a mix of traditional TV and OTT/streaming platforms when appropriate for the product or service. But no matter the screen, tracking and attribution remains our top priority. Our marketing science team builds and utilizes cross-channel attribution models that measure response and spur learning.

 

Every Dollar Counts

Over the course of their extensive careers, our buyers have developed close relationships with representatives across all networks and platforms, giving us the ability to negotiate efficient rates and get an inside view on market trends.

Marketing Science

Without insight and analysis, data sets are just numbers on a sheet. For data to be useful, it needs to paint a picture of the campaign and fuel decision making. That’s why Marketing Science is at the core of everything we do. The output of our data-driven approach informs strategic decisions, powers media planning and creative development, and measures success.

 

Embrace Your Data

Our Marketing Science team has decades of collective analytical experience. We activate the art and science of data to make a difference for your business.

 

– Data & Measurement Strategy

– Audience & Media Analytics

– Learning Agenda & Test Design

– Tracking & Attribution

– Dynamic Reporting, Dashboard & Scorecard

– Advanced Analytics: CLTV, In-Market Timing & Propensity Models

 

Account Services

When you work with Feld, you’re not just gaining an agency. You’re gaining a partner who works to make sure your voice is heard, and your goals are met.

 

Our account services team brings together all the pieces of the puzzle that make your TV campaign a success. Unlike other agencies, our account team is well versed in both creative production and media management. So, whether it’s your first time running a TV campaign, or you’ve been here before, we’re there for you at every step.

 

Keeping the Ball Rolling

The account team is the super glue that holds every project together. We create detailed timelines, in-depth creative briefs, and engaging presentations to support the day to day workflow of the campaign. We know there’s a lot to learn and we’re here for you.

 

Devoted Collaborators 

You live and breathe your product, which is why your input throughout the entire production process is so critical to the campaign’s success. That said, we’re experts in the direct response space and will provide the leadership needed for maximum ROI.

 

Diverse Experience

Our approach is of equal interest to established companies and Silicon Valley startups. We have in depth experience in financial services—lending, health insurance, auto insurance, debt consolidation—and with brands in beauty and fashion e-commerce, healthcare and medical devices, pet and children’s products, and online dating to boot.

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