ROI-Driven Media Planner-Media Buyer 

Save Money. Generate More Effective Results.

Expert at Digital, Traditional, & Analytics

“My Passion for Growth & Lead Generation is Second to None”

I am Paul Mosenson.  Over 35 years driving leads with strategic marketing and media plans across all forms of businesses B2B, B2C, Retail, eCommerce, and more.  As a seasoned outsourced Media Director, I will work with your team to build campaigns that are comprehensive, covering appropriate and targeted media channels, with an eye on performance and results.

Paul’s Media Approach

  • Manages media strategy initiatives for both B2B & B2C, with a focus on 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
  • Thought leader on marketing, lead generation, and media strategy, staying current on emerging tools, technology, and trends
  • 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. No Wasteful Media Mark-Ups.

Performance Media Campaigns

Welcome. 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 audiencs actively listening. Remember it’s all being tracked.

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.

Your Lead Generation Media Plan Includes

  • A thorough target audience assessment
  • A determination of the right media spending level to reach your audience most efficiently
  • A media mix that is the perfect blend for your business and target audience
  • A time-tested and proven results-oriented process to customize media plans to meet your objectives:
    • Identify campaign goals and objectives
    • Establish a framework for measurement
    • Define target audiences of buyers and influencers
    • Evaluate media options for cost and effectiveness
    • Implement and optimize

Media Planning Process

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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.

Advertising and Digital Platforms

Here’s a sampling of the many tools and platforms Paul has experience with for media buying covering digtal, TV, and radio. 

More on Measurement

Tracking with Google Analytics

GA4 is among us, and woud 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 phone numbers within creative as well as the website (using CallRail for example), is an ideal way to track calls by source.

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.

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.  The results analyzed, and campaigns tweaked and optimized for future media campaigns.  That’s what I can do for you.

Some Favorite Planning Tools

Robust but affordable media planning and buying software; with multiple campaign flow and managment tools

LiveRamp is a data portal; aligning 3rd party data segments with digital channels for laser-focused targeting

Comscore is the leader in media measurement, and allows cross-platform audience tracking and reporting; to support media selection

Comprehensive tools for every step of the campaign workflow, from pre-buy through execution. It enables cross-media campaign planning, activation, optimization, and financial management, all in one system

Let’s Grow Your Business and Optimize Media Performance.  Discovery Call First

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.

Matthew Sulby

President, Unclaimed Diamonds

We hired Paul and his team to manage our digital lead generation program as well as giving our website a facelift to increase our conversions. With Paul’s guidance, our site is much more engaging, and we have seen a strong increase in leads. We were impressed by his marketing knowledge and win-win approach. I’d recommend him to any business looking to grow further.
Ron Richter

CEO, ProFresh

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.”

S. Maureen McGarrity, CSFN, PhD

President, Holy Famiy University

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.

Jonathan Parker

Co-founder, Lean Factor and Z Natural Foods

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!

Corey Park

Founder & Chairman, Academic Technology Ventures

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.

Richard Bellamente

Retired Director, Underwood Memorial Hospital, NJ