Looking back at our media buying in 2023 and 2024, a few things stand out. Some channels took off, others got more efficient, and a shift in strategy led to better results.
More Clicks, Less Spend
Our web campaigns delivered 220% more clicks while reducing cost per click (CPC) by 57.8%. More people engaged, and we paid less to reach them.
EDMs and newsletters were the biggest win. Clicks shot up 486%, and CPC dropped by 69%. More e-blasts played a big role, proving that direct communication works when done right.
A Smarter Approach to Programmatic
We ran fewer programmatic campaigns but saw better engagement. Click-through rates (CTR) went up 24.4%, even though impressions and clicks dropped. This shift towards targeted audiences meant fewer but more relevant interactions.
Quality Over Quantity
One noticeable change? A higher CPM (cost per thousand impressions). But that’s not a bad thing. It suggests we bought better-quality placements, reaching the right people in the right places.
What Made the Difference
Better results start with better planning. As Toni Sibley, Senior Account Manager, explains, “Better campaigns start with better briefs.” The more we know from the start, the better we can match goals with the right channels, refine messaging, and negotiate placements that drive real impact.
Creative improvements played a big role this year. More personalised messaging and stronger visuals helped boost engagement across digital ads and EDMs. Video and podcast formats performed particularly well. Audience targeting was also more refined. Native programmatic content delivered higher click-through rates, while A/B testing helped us fine-tune EDM subject lines, formats, and timing for better results.
A more active approach to optimisation made a real difference. Regular spot checks allowed us to adjust campaigns in real time, reducing CPC and improving engagement. Instead of just tracking impressions, we focused on clicks and cost efficiency, making sure every campaign delivered more impact for the investment.
Looking Ahead
This year wasn’t just about spending. It was about spending smarter. The results show that focused campaigns, better targeting, and quality placements make a difference. As we plan for next year, the goal is simple: keep the momentum, refine our approach, and make every penny count.
Ready to Make Your Marketing Work Smarter?
2025 is the time to fine-tune your strategy. Smarter spending, sharper targeting, and better engagement aren’t just goals – they’re what drive real results!
Whether optimising your media buying, refining your messaging, or reaching the right people at the right time, small changes can make a big impact.
📩 Get in touch at info@wake-media.co.uk to see how we can help you get more from your marketing in 2025.
