Our Principles
At Halliard, we believe now is the time for a significant overhaul in media planning and buying. Our aim is to be a catalyst for the change we aspire to see in the industry.
Our Principles
At Halliard, we believe now is the time for a significant overhaul in media planning and buying. Our aim is to be a catalyst for the change we aspire to see in the industry.
Our Principles
At Halliard, we believe now is the time for a significant overhaul in media planning and buying. Our aim is to be a catalyst for the change we aspire to see in the industry.
1) A scientific approach to brand growth
There are a lot of opinions on social media and within trade publications and newsletters about how brand building works and the role of paid media in brand building. We will always take a marketing-science focused approach based on published research.
2) Where you advertise matters
Recently it has been popular to care less about where your ads appear and focus more on audience data and reaching your audience wherever they are. This has led to billions of dollars being wasted on ineffective ad placements on sites and apps that should not attract media budgets from well respected brands. It's time to move back to more intentional media planning where the spaces you occupy and the associations you build count.
3) Attention over impressions
As new forms of media become popular, the definition of an impression can be hard to reconcile across channels. For example, on TV an impression is defined as the TV being on during a specific commercial break where your ad played, whereas on social media, an impression is often defined as the moment your ad loaded on a user's timeline. We need to move away from impressions and believe in using attention planning and measurement as a new standard.
4) Breaking down brand and performance silos
Branding and performance advertising teams must collaborate for optimal brand results. We advocate for joint planning and budgeting, with transparent tradeoffs between investing more in one over the other.
5) Creative matters more than media placement
It's funny that as a media planning software company we would say what we do matters less than creative but it's true. We believe even the best plan we could give you would fall flat without excellent creative ideas and execution.
6) Fraud should be eliminated and hate should be defunded
We believe that none of your media spend should be allocated to fraudulent and hateful content. Therefore we want you to be actively engaged in choosing which media properties your ad dollars fund.
7) "Wastage" is a good thing
In the past decade it's become very popular to say that you can reduce wastage and target the exact audience that will buy your product or service. We believe you can't always know who exactly will come to market for what you sell, therefore we feel it is beneficial to build build your brand with people outside of your target audience.
8) Consistency over big bangs
Success in planning and buying advertising comes from consistency, not from a big bang splash. For brands to build trust with their audiences, they need to show up consistently over the year in places that their audience regularly engages.
1) A scientific approach to brand growth
There are a lot of opinions on social media and within trade publications and newsletters about how brand building works and the role of paid media in brand building. We will always take a marketing-science focused approach based on published research.
2) Where you advertise matters
Recently it has been popular to care less about where your ads appear and focus more on audience data and reaching your audience wherever they are. This has led to billions of dollars being wasted on ineffective ad placements on sites and apps that should not attract media budgets from well respected brands. It's time to move back to more intentional media planning where the spaces you occupy and the associations you build count.
3) Attention over impressions
As new forms of media become popular, the definition of an impression can be hard to reconcile across channels. For example, on TV an impression is defined as the TV being on during a specific commercial break where your ad played, whereas on social media, an impression is often defined as the moment your ad loaded on a user's timeline. We need to move away from impressions and believe in using attention planning and measurement as a new standard.
4) Breaking down brand and performance silos
Branding and performance advertising teams must collaborate for optimal brand results. We advocate for joint planning and budgeting, with transparent tradeoffs between investing more in one over the other.
5) Creative matters more than media placement
It's funny that as a media planning software company we would say what we do matters less than creative but it's true. We believe even the best plan we could give you would fall flat without excellent creative ideas and execution.
6) Fraud should be eliminated and hate should be defunded
We believe that none of your media spend should be allocated to fraudulent and hateful content. Therefore we want you to be actively engaged in choosing which media properties your ad dollars fund.
7) "Wastage" is a good thing
In the past decade it's become very popular to say that you can reduce wastage and target the exact audience that will buy your product or service. We believe you can't always know who exactly will come to market for what you sell, therefore we feel it is beneficial to build build your brand with people outside of your target audience.
8) Consistency over big bangs
Success in planning and buying advertising comes from consistency, not from a big bang splash. For brands to build trust with their audiences, they need to show up consistently over the year in places that their audience regularly engages.
1) A scientific approach to brand growth
There are a lot of opinions on social media and within trade publications and newsletters about how brand building works and the role of paid media in brand building. We will always take a marketing-science focused approach based on published research.
2) Where you advertise matters
Recently it has been popular to care less about where your ads appear and focus more on audience data and reaching your audience wherever they are. This has led to billions of dollars being wasted on ineffective ad placements on sites and apps that should not attract media budgets from well respected brands. It's time to move back to more intentional media planning where the spaces you occupy and the associations you build count.
3) Attention over impressions
As new forms of media become popular, the definition of an impression can be hard to reconcile across channels. For example, on TV an impression is defined as the TV being on during a specific commercial break where your ad played, whereas on social media, an impression is often defined as the moment your ad loaded on a user's timeline. We need to move away from impressions and believe in using attention planning and measurement as a new standard.
4) Breaking down brand and performance silos
Branding and performance advertising teams must collaborate for optimal brand results. We advocate for joint planning and budgeting, with transparent tradeoffs between investing more in one over the other.
5) Creative matters more than media placement
It's funny that as a media planning software company we would say what we do matters less than creative but it's true. We believe even the best plan we could give you would fall flat without excellent creative ideas and execution.
6) Fraud should be eliminated and hate should be defunded
We believe that none of your media spend should be allocated to fraudulent and hateful content. Therefore we want you to be actively engaged in choosing which media properties your ad dollars fund.
7) "Wastage" is a good thing
In the past decade it's become very popular to say that you can reduce wastage and target the exact audience that will buy your product or service. We believe you can't always know who exactly will come to market for what you sell, therefore we feel it is beneficial to build build your brand with people outside of your target audience.
8) Consistency over big bangs
Success in planning and buying advertising comes from consistency, not from a big bang splash. For brands to build trust with their audiences, they need to show up consistently over the year in places that their audience regularly engages.