Media Planning & Buying

Today’s digital media landscape requires more than buying impressions. It demands intentional planning, flexible buying models, and creative that connects national brand strategy to local execution. Location3 delivers integrated digital media planning and buying for franchisors and multi‑location brands, using a mix of programmatic, direct, and partner buying to drive efficient reach and measurable impact. We design media plans that align business goals, audience behavior, and channel roles across the full funnel. Our approach considers how each channel works together to build awareness, influence consideration, and drive action at both the brand and local level, including:

• Paid Search (SEM)
• Paid Social
• Connected TV and OTT
• Digital video
• Digital audio and streaming radio
• Display advertising
• Digital out‑of‑home (DOOH)

Flexible Buying Models That Match the Strategy

Not all inventory should be bought the same way. Our approach allows us to buy smarter rather than defaulting to a single method. We leverage multiple buying methods to achieve scale, quality, and control:

• Programmatic buying through a self‑serve DSP for flexibility, optimization, and cross‑channel visibility
• Direct buys for premium placements, guaranteed inventory, and strategic partnerships
• Partner and private marketplace buys that blend automation with publisher quality

Audience‑First Targeting to Drive Efficiency

We focus on reaching the right audiences, not just broad reach. This ensures media dollars work harder in every market. Targeting strategies are layered and customized by market and objective, including:

• Geographic targeting at national, regional, and local levels
• Contextual targeting aligned to content, mindset, and environment
• First‑party and CRM based audience activation
• Retargeting across devices and channels
• Lookalike and modeled audiences to extend scale efficiently

Creative That Connects Brand and Local Markets

Strong media performance depends on strong creative. Creative is planned alongside media, not after the fact. We ensure creative strategy supports both brand consistency and local relevance by:

• Translating brand strategy into adaptable creative frameworks
• Localizing messaging by market, audience, and environment
• Designing assets for the realities of each channel and format

Measurement and Optimization Across Channels

We evaluate performance holistically, not in silos. The result is smarter media investments that deliver meaningful reach, efficient performance, and consistent brand impact across every market. Our approach focuses on:

• Cross‑channel reach and frequency
• Market level performance insights
• Incremental lift and efficiency
• Ongoing optimization informed by real data