Market A
Business as usual
+ Agreed test plan A
Does this allocation create additional demand?
HOW WE WORK
A clear plan.
Experienced execution.
Clients hire TIER to plan and buy media on their behalf. We make the decisions understandable and manage the details from the brief through campaign review.
CLIENTS WE’VE WORKED WITH
Experience across markets and industries.
View more we’ve worked with
THE ENGAGEMENT
What the work involves.
01
Understand the business
Agree on the objective, audience, market coverage, budget and existing commitments.
02
Build and approve the plan
Recommend channel roles, allocations, timing and creative requirements. Explain the tradeoffs before money is committed.
03
Buy and manage
Negotiate, place approved buys, coordinate launch requirements, monitor delivery and manage pacing.
04
Report and recommend
Review costs, delivery and business response. Document changes and the next decisions.
05
Measure honestly
Explain what was observed, what was modeled and what remains uncertain.
06
Test when useful
Design controlled market tests where budget, geography and available data can support a credible result.
TRANSPARENT BUYING
The cost of media is separate from our fee.
TIER charges flat execution fees and passes through media costs at actual cost. Approved supplier credits and discounts belong to the client. Production, technology and research costs are disclosed separately.
Our working-media target is 85%+ of the buying budget, including technology and intermediary charges in the denominator. Execution, production and research sit outside that ratio and remain visible in total campaign cost. This is a target, not a guarantee.
GEO-HOLDOUT INCREMENTALITY
Market A. Market B. Control.
Comparable geographic groups retain normal business activity. Treatment groups receive a defined additional media investment. Control receives no added test media.
Market B
Business as usual
+ Agreed test plan B
Does the larger package justify its cost?
Control
Business as usual
No added test media
What happens without added investment?
These columns represent experimental arms. Actual tests use enough geographic units to support the design; three cities are not automatically sufficient.
Match historical demand patterns, assess statistical power, and randomize within matched groups where feasible. Monitor spillover, broadcast overlap, promotions, and operational changes.
If the test cannot detect a commercially meaningful effect, redesign it before spending.
SEE THE COUNTERFACTUAL
What changes when control grows?
Raw growth is easy to claim. Additional demand requires a comparison.
ILLUSTRATIVE MODEL / BASELINE INDEX = 100
Test plan A
Test plan B
No added test media
Market A / relative lift vs control+6.7%
Market B / relative lift vs control+9.5%
Move control upward. The treatment’s raw growth stays the same, but estimated incremental lift falls. In this simplified illustration: relative lift = (treatment index − control index) ÷ control index. Real tests require a specified model, power, uncertainty intervals, and assumption checks.
YOUR CUSTOMER DATA / YOUR MEDIA PLAN
Start with what your customers already tell you.
Your CRM, transaction records and customer addresses can reveal where demand comes from, which opportunities qualify and which outcomes justify spend. TIER plans and coordinates analysis, address hygiene and approved data appends with your existing providers, then uses the findings to shape digital audience choices, geography, exclusions and measurement.
First-party records, appended attributes and modeled audiences are different kinds of evidence. We assess their source, freshness, permitted use, match coverage and cost. The aim is a stronger allocation and fewer avoidable exposures; neither a data append nor an address match guarantees an incremental sale.
LET’S TALK MEDIA
What are you trying to achieve?
Tell us about your business, the markets you serve, and what your advertising needs to accomplish. We will discuss where TIER can help with planning, buying, and campaign management.