Paul Mosenson: Fractional Media Director/Buyer:
It’s all about Performance & Results
Media Planning & Buying is my passion. Always has been. And the focus is combining my experience, data, and the right strategy to bring you the results you desire. I do it all. That’s how I learn. That’s how I recommend channels. That’s how I plan & buy the most powerful media campaigns to your benefit.
Whatever marketing or media plan I put together, once implemented and tracked, you’ll have the answer to the question:
Did it work?
I am Paul Mosenson. Founder of NuSpark. Welcome to Media Spark. By having me manage your media planning and buying, I will answer the question- “did it work?” Everything I do between me and my team is about answering that question, and optimizing constantly. It’s all about performance. It’s all about ROI. It’s all about results. Take a look around….
Paul’s Media Approach
- Manages media strategy initiatives for both B2B & B2C, with a focus on direct response, lead generation, and customer acquisition
- Researches media trends and recommends those channels that can contribute to a client’s growth
- Channel expertise and experience across several platforms and areas
- Provides strategic insights and analysis on media performance and optimizes continuously to maximize ROI
- Ensures that strategies align with client marketing and growth objectives
- Oversees all client budget and flowcharts; and ensures all goals are being met consistently
- Data and measurement mind-set; all campaigns tracked with rigor and often
- Powerful negotiator; saves clients money, and provides much added-value
- Brings a deep passion for clients and their revenue growth. Works with clients to prioritize and shape marketing and lead generation goals throughout the sales funnel
Digital & Traditional Media Buying- It’s About Lead & Sales Generation. That’s it. And, Paul’s Fees are based on retainer or hourly. No Wasteful Media Mark-Ups.
Performance Media Campaigns
Founder Paul Mosenson focuses on lead generation and performance media buying. It’s all about driving targeted eyeballs to ads that result in quality clicks, leads, store visits, and sales, and tracking mediums, messages, and offers.
Cost-Effective Media Buying
Choosing the right media channels and executing them properly with efficient pricing is both an art and a science. Luckily, Paul has many years’ experience planning and buying media for clients of all types and sizes, utilizing traditional and digital media.
Paul’s goal is to choose the media vehicles that are most likely to grab the eyes and ears of your target audience. And once you get those site visits, He’ll work with your team or his team to optimize conversion rates and landing pages, meaning more leads, and more customers.
Results-Driven
Every media and marketing channel chosen will be tracked and analyzed on an ongoing basis. Your goal is to generate cost-effective leads that will become customers. This is what Paul does. Every channel, message, and offer is tracked via vanity URLs to your website, custom phone numbers, or texting with keywords. This is not about branding. This is direct response at its best. Your growth needs a buyer like Paul Mosenson to maximize your ROI.
For B2C a number of options
There’s many channels to pick from, and your plan will be comprehensive and strategic. It’s all about results.
Direct Response TV
Any ad with a call-to-action is considered DRTV. That means cheaper rates and an eye on performance.
OTT and Connected TV
Digital TV via apps and devices has taken off, and is a viable option to reach smart TV viewers and mobile viewers.
Addressable TV
Data is huge with cable TV strategy, and being able to “geo-fence” and target segments via focused messaging is powerful.
Paid Search
It goes without saying how important search engine marketing is. It reaches those prospects actively seeking a solution. Is it you?
Display Advertising
Typically used for branding and retargeting, but there are many ways to target specific audiences with display that can drive response.
Social Media Advertising
YouTube, Facebook, Instagram, Twitter, Tik Tok, Pinterest, Snapchat and more. Lots of opportunities for targeted advertising here. Follow me?
Radio Streaming
Spotify, Pandora, iHeart, and more. Reach targeted audiences actively listening. And all is tracked to optimize performance.
SiriusXM
Satellite radio continues to be an effective medium for direct response. It’s huge for in-car listening.
Other Placements
Reddit? In-app advertising? Digital outdoor? Direct marketing and mail? If it makes sense, it’s on the plan.
On-Air Radio
On-air radio buying by market or multi-market. Specific dayparts or remnant. Love to negotiate!
Broadcast TV
Local TV spots placements. Been doing it since the 80s! Still a valid place to advertise.
Newspapers, magazines, in-mail coupons. Still exist and can be effective with the right audience.
Any questions on how DSPs and programmatic display work? 3rd party data vs. 1st party data targeting? How OTT is measured vs. cable? Strategies for streaming radio advertising? Read Paul Mosenson’s Q&A Guides and answer questions you may have about display, radio and TV advertising.
Click eBook image to download
Data Targeting Options- TV
Media Planning Process
Discovery Research
I’ll take a deep dive into your target audiences for each product or service, and the benefits of your firm vs. others. Need to know your prospects’ wants, needs, and desires, plus media consumption channels
Goals & Objectives
As a team, we’ll identify, plan, and validate your goals, budgets, timeframes, and set the stage for measurement. Budgets, flowcharts, and strategies will all be monitored consistently
Creative Assessment
Media & Creative need to be aligned for top performance. Whether it’s your creative team or mine, I will review for quality assurance that creative is powerful to drive attraction and clicks, and that websites or landing pages are optimized for conversion. We’re a team!
Offers & Testing
A key component in driving leads and sales of course is the offers. We’ll review and put together an offer strategy; and that can include lead magnets, discounts, added-value, and more. And test test test!
Media Buying
I will then, plan, negotiate, and implement campaigns to target the right traffic. Think Google Paid Search, Display, Native, YouTube & video, Facebook/Instagram, Tik Tok, LinkedIn, Geofencing, Television, Radio, Out-of-Home, Print, Direct Mail, Shopping Channels, Email, and more.
Measurement
All campaigns will be measured with rigor. Goal is to optimize campaigns on an ongoing basis, tweak along the way, and maximize your campaign ROI. Tracking includes GA4, Text codes, QR codes, Vanity URLs, Unique phone numbers, Call tracking, and more.
Paul Mosenson is the chief strategist and Media Director, but it’s not all him. He also uses top-notch digital buyers to manage media buys and campaigns from a granular perspective. Together they are called, SparkBuy. Give your digital buys a Spark. You have a great data-driven team here, ready to perform at your service.
Are You an Ad Agency or Marketing Firm?
- I can act as your Fractional Media Director
- I can be an additional media buyer (and or mentor buyers)
- I can fill a key role if you are short-staffed
- I can provide strategic channel direction for clients
- I can provide robust tracking and analytics
- I can buy TV/Radio/OOH if you just do digital
- I can help your firm close business
Are You a Company or Organization?
- I can be your Fractional CMO or Media Director with my experience
- I can provide strategic channel direction for your firm
- I can build a robust tracking system to report on all conversions
- I can support or complement your existing team
- I can buy TV/Radio/OOH if you just do digital
- I can manage measurement and analytics, then provide campaign insights
Hiring a Fractional Media Director like myself can be the best choice for Media Planning and Buying for various reasons. I bring expertise and flexibility, particularly for small and medium-sized businesses that may not have the budget or need for a full-time Media Director. Here are some of the key benefits:
Expertise
I have extensive experience in media planning and buying across multiple industries and platforms. I can provide valuable insights and recommendations to help your business achieve its advertising objectives
Cost savings
I typically work on a part-time basis, which means I can be more affordable than hiring a full-time employee. This is particularly advantageous for businesses with limited budgets or fluctuating media needs.
Scalability
As your business grows, I can adjust my services accordingly. This means that I can continue to provide value as your media needs evolve, without the need for costly rehiring or restructuring.
Focus on core business
By outsourcing your media planning and buying to a Fractional Media Director like me, you can free up internal resources to focus on core business activities. This can result in increased productivity and better overall business performance.
Fresh perspective
Bringing in myself can offer a fresh perspective on your media strategy. I can identify opportunities or areas for improvement that may have been overlooked by internal teams, ultimately improving your overall media performance.
Additional Services of Interest
Video Services
CRM/Cold Email Product
B2B Lead Generation
More on Measurement
Tracking with Google Analytics
GA4 is among us, and would be used for website conversion tracking. Goals wil be set up for all offers, and tracked by channel, region, device, landing page, and more. Attribution of course is tracked to give value to a click before the final action or conversion occurs. No worries I got this.
Texting and Call Tracking
Depending on the channel selected, we always find a way to track channels, offers, or creative. When it comes to radio and TV, utilizing a text message platform is a great way to capture leads quickly, and send links to offers. Plus prospects opt-in for other messages. Additionally, using custom vanity phone numbers within creative as well as the website, is an ideal way to track calls by source.
See Our Call/Text Tool
Vanity URL
A vanity URL is a memorable website URL that does not exist, but is redirected to a unique landing page that shows details of an offer for lead capture, or impulse purchases. Used most commonly on TV or Direct Mail, they allow detailed tracking by these sources. For example, DRTV could have one vanity URL, and HULU another. Again, it’s all about robust tracking and measuring ROAS and ROI.
QR Code
QR code technology, which allows cell phone cameras to take pictures and automatically be transfered to a landing page, is a newer form of measurement. Adding to QR code to a video ad, a direct mail piece, outdoor signage, or even a TV spot, can certainly be tested as a way to measure media easily.
QR Code Tool We Like
Below is just an example of tracking leads and offers using television advertising in this case comparing EFFECTV (used to be Comcast), Broadcast TV direct, and HULU. In this case, am comparng media buys with two demos; and 4 methods of delivering commercials. Additionally with OTT and Linear cable TV, comparing 3rd party data targeting with 1st party data (direct household targeting based on HH data sets).
In this case we need 12 different spots, assuming just one creative. Because we are testing channels, demos, and data targeting. TV spots would be tracked wth vanity URLs, or unique text message codes, for example. Then buys made, and eventually reporting for each buy segment.
Listen to Paul's Explanation
An example of tracking all leads or prospect engagements by non-online media source. Custom reports combining platform reports as well as GA4, to give us a complete picture of website activity from the media plan
Listen to Paul's Explanation
Here is a basic sample of trafficking ads to sources; testing offers and audience segments, and what’s needed to track conversions.
Listen to Paul's Explanation
When all is said and done, reporting on all channels with leads, and also buyers’ journey metrics such as assisted and view conversions.
Listen to Paul's Explanation
Now a word about attribution when it comes to OTT/CTV. Keep in mind if people watch some TV on their phones, tracking actions such as text keywords, vanity URLs, or calls do not work, right? That’s why tracking conversion attribution is so important when measuring digital TV. When spots air on mobile, if the TV platform gives me a tracking pixel for your website, I can track conversion actions that occur later in the buyer’s journey. Below is an example of that, showing various “look-back” windows showing when conversions occur after TV spots are shown to a viewer.
Listen to Paul's Explanation
Not all conversion goals are related equal, so I weight them; like in this chart, to better evaluate channel performance by what we decide together as the most important conversions
Listen to Paul's Explanation
Finally, an example of campaign and segment tracking, with weighted goals, and sample decision-making based on”cost-per-weighted” goal. Again, making media decisions based on the concept of “did it work?” and optimizing/tweaking campaign segments.
Listen to Paul's Explanation
What about Media Buys for Branding?
Of course. With my vast experience buying media over the years, I will buy media to reach your branding goals. It’s still about targeting and reaching the right people with optimal frequency. And with added-value. And, remember, no media mark-ups. Pure retainer pricing.
Let’s Grow Your Business and Optimize Media Performance. Discovery Call First
Before NuSpark, Paul Mosenson had leadership roles on the client-side as well as a large advertising agency in Delaware and Pennsylvania
1990s: Regional Marketing Manager
Media Buying; Retail Lead Generation
2000s: Director Of Media
B2B & B2C Media Planning & Buying
2010s-Pr: Media Director, White-Label
Direct Response Media Buying
Various B2C Customers of Paul Mosenson
Our local store in Philadelphia went national in 2015 with an online ecommerce presence. We hired Paul Mosenson to help build our brand and generate sales on our website, in addition to generating increases store traffic. Glad to say that Paul’s partnership has helped us grow beyond expectations. Paul managed our search, display, and Facebook ad programs successfully. Plus our DRTV campaigns gave us a huge boost. Sales and conversions continue to increase. His attention to detail and strategic direction as a tactician and consultant have been second-to-none. I recommend him highly.
We have been well served and well satisfied with the work and service provided by the NuSpark. Our strong enrollment numbers lend further credence to the valuable work he and his team performed on behalf of the University. It is my pleasure to recommend Paul Mosenson to your serious consideration.”
We were looking to up-level our eCommerce marketing tactics and have utilized Paul Mosenson to assist us in our direction to drive conversions and sales. We like his “growth-hacking” mentality by planning innovative video campaign and lead magnet funnel programs to drive sales. In addition, he provides us with conversion rate optimization, and is very strategic when it comes to AB testing. We recommend Paul for any start-up or eCommerce firm looking to ramp up revenue and growth.
Paul Mosenson has been integral part of our start-ups by contributing to their strategic direction with thoughtful and compelling recommendations and insights. He’s much more than a fractional CMO; he builds landing pages, implements lead gen programs and optimizes them regularly, and is always offering new ideas that contribute to our success. And, we’re impressed by his negotiating skills and his attention to detail. For any start-up ready to grow further, I recommend Paul highly!
Paul’s expertise as media strategist contributed highly to our hospital’s branding campaign in enhancing positive awareness in the communities we serve. I believe his thoughtful planning strategy, which included a blend of online and offline strategies, helped us advance our clinical service lines further toward desired volume and revenue goals. Furthermore, the service commitment and work-ethic he demonstrated, as part of our team, were welcomed and much appreciated. I would certainly recommend Paul Mosenson to any firm or organization wanting to communicate more effectively to capture and grow business.