Media Buying

It’s All About Results

What dividends will your terrific program pay if you cannot secure key TV, radio, and Internet media that will increase your brand exposure and boost your bottom line?

After investing a significant amount of time, energy, and money in your production, you need the best media buying and management possible to ensure the success of the campaign. You need veteran players who are well connected in the TV, Radio, and Internet media business. Our clients deserve media buyers who know the most popular, quickest and revenue-efficient places to invest your media dollars across all channels of marketing distribution.

The Cesari Direct Media Buying department stands alone at the top of the direct response industry in long and short -form television, radio, Internet and print – and here’s why. Instead of farming out your account to an auction buyer hired to place your message, we keep all of our media placements “in house” much like selected banks keep your home loan in their “portfolio” rather than selling the loan in the secondary mortgage market. This way, we retain the day-to-day control of your media account and can implement changes immediately. There is no anxiety spent trying to locate a representative at a national buying clearinghouse. All of your media-buying decisions will be made down the hall.

Under the direction of David Hofmann, Executive Vice President of Media Services, our custom service stresses doing versus delegating. We provide you with a powerful and sophisticated media database and a team of knowledgeable and respected buyers, each with more than 10 years industry experience, while retaining the hands-on attention of a boutique agency.

“Years ago, you could buy any time on any station and it would work for everybody involved,’’ said Kimberly Hall, Cesari Direct’s Long Form DRTV Media Director. “Now, there is so much competition for air time that it comes down to who can do the most efficient job. We have some of the best buyers in the business and they work every penny that a client invests with us. Our team massages each and every schedule.’’ 

"Having worked with Cesari Direct on past campaigns, I approached them to do business once I began working at Product Partners, which initially they declined in order to service their current client base. This says a lot about their integrity and passion for perfection in servicing their accounts. When the opportunity was right, we engaged in a business relationship. Their account team and buying team are enthusiastic and take great pride in helping us maintain our goals.”

Rick Shiu
Vice President of Media
Beachbody / Product Partners, LLC
Creators and Marketers of Power 90®

"Cesari Direct represents what we can only hope for from all agencies—honesty, integrity, professionalism. From timely payments to traffic revisions, they run a smooth operation, which make them such a pleasure to deal with.”

Bernie Cayetano
Manager, National Longform Sales
ION Media Networks

“Discovery Communications prides itself by working with the best in the DRTV industry and Cesari Direct’s media department is at the top of our list.”

Tracey Taylor
Account Executive:
TLC & Travel Channel
Paid Programming Sales
Discovery Communications

 

With more than 100 years of cumulative professional media management experience, the Cesari Direct Media Department is one of the most experienced in the industry and is able to exercise the clout that comes with being a tenured, respected professional. We are proud to have several buyers who previously worked for media rep firms and as station account executives, adding a strategic mix of industry intelligence to our team.

“I feel we are able to follow-up more efficiently - not only with our clients, but also with the outlets where we have placed the media buy,” Hofmann said. “It’s so much easier having it under one roof. Our clients benefit because the entire campaign process is so much more efficient.”

Cesari Direct has a reputation for employing reliable, trustworthy, intelligent and honest media buyers. We go the extra mile for all of our clients and are bold, knowledgeable and relentless in our negotiations for time and space. This drive and determination gives the Cesari Direct Media Team an advantage in securing the best media available and ensuring we optimize our client’s media spend.

It’s your money, yet it is precious to us.

 

Media Placement:

The Art of Buying

Cesari Direct excels in recognizing value, understanding your product’s audience, and knowing the best times to run your message at the lowest possible cost.

The Cesari Direct approach to media planning and management begins with a clear and realistic definition of short and long-term campaign objectives. Our tried and true media testing process is crafted to blend with your product’s potential customers and our industry-leading database of media contacts.

Guiding the Cesari Direct media decision-making team is David Hofmann, Executive Vice President of Media Services, a 20-year veteran of the industry who takes a personal role in each and every one of our client’s media placements. David’s professional approach has solidified Cesari Direct as a leader in “hands on” media management. Not only has his always-accessible manner rubbed off on his media team, but it’s also the reason given by Cesari Direct clients when describing their experiences with the company. His long-form media management includes such successes as: The Juiceman Juicer, George Foreman Grill, Oxiclean, Quick n Brite, Sonicare Toothbrush, Flavorwave Oven, Eagle One, and the Rug Doctor.

David’s chief associates are Kimberly Hall, Long Form Media Director, and Bev Thompson, National Cable Buyer, plus more than a dozen capable managers and assistants.

“We continually look to the client’s best interests,” said Thompson, a 19-year veteran of the broadcast media industry. “Whether it’s a more big-picture, cable approach or a specific short-form buy, it’s got to work for them. Our job is to find what fits, and we are passionate about finding that fit.”

Media campaign performance is measured by response per airing. Unlike traditional advertising, Direct Response media performance is monitored on a daily basis to ensure our client's goals are being met. Objectives will vary from client to client and are typically a predetermined Cost per Order (CPO), Cost per Call (CPC), or Media Efficiency Ratio (MER).

Gauging media performance requires the Cesari Media Team to constantly stay in step with the fast-paced, ever-changing Direct Response media environment. Because we are a "results-driven" company, daily reaction is critical to keep media running at an optimal level. Whether that requires adding more media to a television station that performed well, renegotiating a radio contract that was an average performer or canceling a website ad that underperformed, the Cesari Media Team continues to explore the best uses of your hard-earned media funds.

The media buying business is all about relationships and Cesari Direct prides itself on the remarkable media associations our professionals have established over the past decade. Building strong affiliations with our media outlets has created an enviable position for Cesari Direct in the demanding Direct Response media marketplace.

We are proud of our personalized service to each of our clients. We have launched more than 60 direct response marketing campaigns in a wide variety of product categories. The objective of our media placement is centered on one simple notion - keeping your bottom line profitability as priority Number One!