More Than Data

Revolutionizing Media Strategy: How Automation and Data-Driven Insights Transformed an Independent Media Agency

More Than Data
Mar 28, 2025By More Than Data

In the fast-paced world of FMCG marketing, media strategy managers are the unsung heroes who ensure brands reach their target audiences effectively. But what happens when the complexity of managing multiple Above-The-Line (ATL) channels like TV and Out-of-Home (OOH) advertising becomes overwhelming? This is the story of how one media strategy manager, supported by More Than Data, turned chaos into clarity, inefficiency into innovation, and delivered exceptional results for their FMCG clients.

The Challenge: A Fragmented and Time-Consumed Process

The media strategy manager at an independent media agency in Australia was tasked with overseeing media planning and buying for several FMCG brands. While the role was rewarding, it came with significant challenges:

  • Overwhelming Data Fragmentation: Post-campaign data from TV and OOH channels was rich in insights but came in fragmented formats—Excel CSVs, PDFs, and inconsistent structures. This made analysis time-consuming and error-prone.
  • Limited Resources: With only two media planners to support, the manager was stretched thin. The manual process of analyzing TV Target Audience Point Rates (TARPs) and OOH exposure using ABS census data at the SA1 level took up to 20 hours per week, often requiring overtime work.
  • Inconsistent Tools: The manager relied on multiple Excel templates, each tailored for specific cases but lacking consistency. These templates worked in isolation but failed to adapt to new scenarios, creating inefficiencies.
  • Knowledge Transfer Bottlenecks: Transferring domain knowledge—like calculating TV TARPs and OOH exposure—to the media planners was challenging. The lack of a standardized system meant each planner had to reinvent the wheel for every campaign.

The Solution: Automation, Codification, and Data-Driven Insights

Enter More Than Data, a solution provider that transformed the agency’s media planning process with automation and advanced analytics. Here’s how they did it:

  • Automated Data Collection and Processing: More Than Data built a custom tool that automated the collection and processing of post-campaign data from TV networks and OOH providers. Using Optical Character Recognition (OCR), the tool converted PDF reports into structured Excel files, eliminating manual data entry.
  • Streamlined TV and OOH Budgeting: The solution automated the extraction of TV TARPs from OZTAM and RegionalTAM, as well as ABS census data at the SA1 level. This allowed the manager to reverse-engineer TV and OOH budgets with precision, reducing the time spent on manual calculations.
  • Codified Logic for Media Planning: More Than Data codified the manager’s domain knowledge and Excel formulas into a flexible, customizable software tool. This tool could handle various media planning scenarios, ensuring consistency and adaptability across campaigns.
  • Marketing Mix Modeling (MMM): To understand the impact of TV, OOH, and other channels on sales, More Than Data implemented Marketing Mix Modeling. This provided actionable insights into how each channel contributed to overall performance.
  • Robust Media Planning System: Based on the codified logic and MMM outcomes, More Than Data developed a comprehensive media planning system. This system streamlined the entire planning process, from budgeting to execution, for both TV and OOH campaigns.

The Outcome: Efficiency, Growth, and Impressed Clients

The results were nothing short of transformative:

  • Dramatic Time Savings: The time required to complete media planning was slashed from 100 hours per week (20 hours for budgeting, 40 hours per planner for planning) to just 45 minutes. What once took a week could now be done in less than an hour.
  • Improved Campaign Performance: Despite maintaining the same budget as the previous year, the FMCG brands saw a 6.4% increase in sales and a staggering 31.8% boost in Return on Ad Spend (ROAS). This demonstrated the power of data-driven decision-making.
  • Client and Leadership Recognition: The independent media agency’s leadership was so impressed with the results that they entrusted More Than Data with additional projects, solidifying a long-term partnership.

The Bigger Picture: A Blueprint for Media Agencies

This case study is more than just a success story—it’s a blueprint for media agencies navigating the complexities of modern advertising. By embracing automation, codifying domain knowledge, and leveraging data-driven insights, agencies can:

  • Enhance Efficiency: Reduce manual workloads and free up time for strategic thinking.
  • Improve Accuracy: Eliminate errors caused by fragmented data and inconsistent tools.
  • Drive Better Results: Deliver measurable improvements in campaign performance and client satisfaction.

For media strategy managers drowning in data and deadlines, the message is clear: automation and data-driven tools are not just nice-to-haves—they are game-changers.

Client Feedback: A Testament to Success

The media agency’s leadership couldn’t be happier with the results. Here’s what they had to say:

"Working with More Than Data has been a game-changer for our agency. Their ability to automate complex processes and provide actionable insights has not only saved us countless hours but also significantly improved our campaign performance. The tools they’ve built are intuitive, flexible, and perfectly aligned with our needs. Thanks to their expertise, we’ve been able to deliver exceptional results for our FMCG clients, and our team can now focus on strategic thinking rather than manual data crunching. We’re excited to continue this partnership and explore new ways to innovate together."

Final Thoughts

In an industry where time is money and precision is paramount, the partnership between this independent media agency and More Than Data exemplifies the power of innovation. By turning challenges into opportunities, they not only transformed their internal processes but also delivered exceptional value to their FMCG clients.

If you’re a media professional facing similar challenges, it’s time to ask yourself: How can automation and data-driven insights revolutionize your workflow? The future of media planning is here—don’t get left behind.

What’s your take on the role of automation in media strategy? Share your thoughts in the comments below!