Media agency
A media agency built on transparent buying
A media agency helps you decide where your advertising budget should go, then buys, manages and evaluates the media. PR360 is an independent Danish media agency working across digital and traditional channels – without ties to specific publishers or platforms.
What does a media agency do?
A creative agency develops the message. A media agency makes sure it reaches the right people, in the right context and at the right frequency – at a price that reflects its value. The work spans strategy and channel selection through negotiation, booking, technical setup and follow-up.
Because the media landscape is fragmented, much of the value lies in the overview: comparing channels on equal terms and avoiding a budget spread so thin that nothing has an effect.
What a partnership covers
Media strategy
The role media should play in relation to your business goals, audience and market.
Media planning
Channel mix, timing, budget allocation, reach and frequency in one plan.
Media buying
Negotiation and booking with media owners, plus setup in programmatic platforms.
Optimisation and reporting
Adjustments during the campaign and a consolidated evaluation afterwards.
In-house, direct with media owners or through an agency?
There is no single right model. The choice depends on your in-house skills, the number of channels and the need for independent advice.
| Aspect | In-house | Direct with media owners | Independent media agency |
|---|---|---|---|
| Channel overview | Depends on in-house expertise | Limited to the media owner's own products | Across publishers and platforms |
| Buying and platforms | Requires your own accounts, tools and experience | Handled by the media owner | Handled by the agency |
| Advice | Internal | Focused on the media owner's own inventory | Independent of any single media owner |
| Suitable when | You have the volume and specialists in-house | You know exactly which publisher you want | You want to compare channels and consolidate activity |
Choosing the right format
Do you need a media agency?
An agency adds most value when channel selection and buying are complex. Here is an honest assessment of typical situations.
You advertise in several channels and lack a consolidated view
A media agency can bring planning, buying and reporting together in one plan.
You use one social platform with a limited budget
This can often be handled in-house. An agency is not necessarily the best investment here.
You want to get started with programmatic or digital out-of-home
It requires platform access and setup experience that an agency typically has.
Read about programmatic advertisingYou lack insight into what your current media buying delivers
Ask for placement-level reporting and a clear split between media spend and agency fees.
Why an independent media agency?
Channel choice without ties
We recommend the media that fit the task, because we have no financial interest in selling a particular channel.
One consolidated view
A single media plan across digital and traditional channels makes reach, frequency and budget easier to manage.
Transparent economics
You see what was bought, where the ads ran and how the agency fee is made up.
Buying experience
Knowledge of formats, pricing structures, deadlines and technical requirements saves time and errors in execution.
Channels we plan and buy
We assess channels against your objectives – not a fixed package. Read more about each area:
Programmatic
Automated buying of display, video, CTV and DOOH in one platform.
Programmatic advertisingDisplay
Banners, rich media and high-impact formats on Danish and international publishers.
Display advertisingAudience and channel analysis
Before we choose media, we need to understand who you want to reach and where they actually spend their time.
Audience
Who the campaign should reach – defined from your customer data, market and business goals.
Media consumption
Which channels the audience uses, and in which situations they are receptive to the message.
Geography
Whether the activity should be local, regional or national – and whether areas differ.
Timing
Seasonality, campaign period and alignment with your own activity such as launches and offers.
How we work
- 01
Brief and objectives
We clarify business goals, audience, market, budget range and any learnings from previous campaigns.
- 02
Strategy and channel mix
We recommend a channel mix and explain why the chosen media fit the task – and why others were left out.
- 03
Plan and budget
A concrete media plan with flights, formats, budget allocation and expected delivery.
- 04
Buying and setup
Bookings with media owners, platform setup and checks of creatives and tracking before launch.
- 05
Optimisation and evaluation
Adjustments along the way and a full review of results with recommendations for the next activity.
Reporting and transparency
Reporting should support decisions – not just document that the campaign ran.
Agreed KPIs
Each channel is measured on the KPIs agreed in the plan.
Reporting by channel
Delivery, reach and cost for each channel separately.
Consolidated evaluation
A cross-channel overview with conclusions and recommendations.
Costs
A clear split between media spend, technology and agency fees.
Keep in mind: Channels are measured differently. Digital media provide detailed data, while TV, radio, outdoor and print are usually measured through reach and audience estimates. We bring the numbers together, but do not compare them as if they were measured the same way.
FAQ
Frequently asked questions
Get help with your media buying
Tell us about your objectives, market and budget range. We will give you a concrete recommendation on which channels make sense – and which do not.