Most media plans miss half the picture
If done without exploring the organic media landscape. Perceptica gives media agencies real-time visibility into the earned media landscape, so planning, timing, and reporting reflect how coverage actually shapes campaign performance.
Pre-campaign
Organic sentiment and coverage analysis before a campaign launches - the baseline your paid strategy needs to account for.
Timing
Agencies that understand the earned landscape can time campaigns more effectively and identify risks before launch.
Earned + paid
Combined coverage analysis showing how earned media context affects the environment your paid placements land in.
Competitive coverage
Coverage data across paid-equivalent publication tiers for media planning benchmarking.
Context
Campaign performance gets lost without earned media context
Paid media performance does not happen in a vacuum. The organic conversation around a brand, a category, or a competitor shapes how paid placements are received, and many media planning processes do not account for it.
Paid media environment
Paid placements appear alongside editorial coverage of the same brand, category, and competitors.
If earned media sentiment is negative at launch, campaigns face a significantly stronger headwind.
Channel selection
Earned coverage concentration across channels is a critical input for paid planning.
If competitors dominate high-authority business media, that should influence where paid investment is most effective.
Post-campaign
Paid-only reporting provides an incomplete picture.
Combining paid performance with earned coverage data gives a clearer view of total campaign impact.
Challenges
How the absence of earned data limits media agency value
These are the specific gaps that earned media intelligence closes for media agencies - in planning, in execution, and in client reporting.
Media plans lack context
Without visibility into the organic conversation, placement and timing decisions are made without understanding the environment campaigns enter.
Reporting is incomplete
Paid-only reporting leaves the brand story half-told.
The real value comes from understanding how paid and earned together shape outcomes.
Competitive gaps
Paid recommendations without earned competitor insight lack strategic context.
Competitor activity in earned media directly affects how paid campaigns perform.
Process
How Perceptica integrates into media agencies' workflows
The workflow covers three phases of media agency engagement: pre-campaign planning intelligence, in-campaign monitoring, and post-campaign integrated reporting.
Conduct pre-campaign organic landscape analysis for each client brief
Perceptica provides a clear view of sentiment, competitor coverage, and category narratives to inform planning and timing.
Monitor earned media coverage during active paid campaign periods
Coverage is tracked in parallel with paid performance to identify amplification, competitor response, and emerging risks.
Produce integrated paid and earned post-campaign reports
Paid and earned data are combined to show total campaign impact, including reach, sentiment, and competitive movement.
Build category intelligence for strategic planning cycles
Ongoing monitoring reveals which channels and narratives shape the category, supporting strategic planning.
Use earned media data to support annual client reviews and contract renewals
Integrated reporting demonstrates how paid and earned together contributed to brand outcomes.
Deliverables
Outputs that Perceptica can provide for media agencies
Pre-Campaign Earned Landscape Briefing
Analysis of sentiment, competitor coverage, and category narratives before launch, providing context for planning and timing.
In-Campaign Earned Monitor
Real-time tracking of earned coverage during campaigns, highlighting amplification, competitor response, and emerging risks.
Integrated Paid and Earned Post-Campaign Report
Post-campaign analysis combining paid performance with earned coverage outcomes to show total impact.
Competitive Earned Media Benchmark
Ongoing comparison of competitor earned media activity across channels, informing paid strategy decisions.
Category Narrative Intelligence Report
Quarterly analysis of how category narratives evolve, including key themes and influential channels.
Annual Brand Media Contribution Review
Year-end view of how paid and earned together influenced brand positioning and performance.
Related services
Services used most by media agencies
Competitive Intelligence
Channel-level competitive coverage benchmarking data for paid media planning and post-campaign benchmarking.
Learn moreReputation Analysis
Earned sentiment and brand perception data to contextualise paid campaign environments.
Learn moreMarket Research
Category intelligence for annual planning cycles and channel strategy development.
Learn moreCrisis Monitoring
In-flight monitoring to detect earned media risks during active paid campaign periods.
Learn moreAdd the earned media context your paid plans are missing
Book a demo to explore pre-campaign analysis, in-flight monitoring, and integrated reporting for your workflow.
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