The Archetype Media Solution

Archetype’s platform bridges the gap between the right-brain world of social media and brand advertising creative, and the left brain world of digital distribution by completely reinventing four key aspects of advertising delivery for online brand advertising: 

1. Targeting:  achieving emotional relevancy. 

This is done through our patent pending system of Publisher Relevant Advertising (PRA). Additionally, Archetype has created a system for scalable Publisher Influenced Advertising Distribution (PIAD) which, in addition to improving the brand relevancy within social media, creates brand endorsement, effectively lending social media’s influence to relevant brands.

 2. Blending Traditional & Social Media Buying

To facilitate media buying in this largely untested arena, Archetype has built a media buying dashboard which allows the buying of social media to occur at the macro campaign level by aggregating relevant social media inventory. Through social media aggregation and re-segmentation, Archetype is able to replicate traditional media buying scale.

Archetype does this based on the publisher’s preferences (utilizing the PIAD system) as well as on additional metrics including the social publishers’ measured level of influence, and type of influence, within the online social eco-system.

 3. Creative Creation and Delivery

In order to increase the effectiveness of brand integration and acceptance into social media, the Archetype system segments a media buy into social media influence groupings [archetypes] based on a mix of media/publisher characteristics. This allows agencies to design distinctly relevant creative to more efficiently and effectively deliver the brand message through social media. Creative uptake is the new click through rate.

4. Social Media Measurement Metrics

First and foremost, Archetype’s goal is to allow advertisers and agencies to compare social media buys with traditional media buys in order to easily optimize overall spend across mediums. Beyond traditional measurement metrics, Archetype uses a proprietary Unit of

Influence (UOI) measurement metric allowing advertisers and agencies to measure the media buy effectiveness of social media brand campaigns in ways never possible within traditional media. This measurement takes into account both volume-of-influence and quality-of-influence obtained from your social media brand advertising campaign.  In addition to ground-breaking influence measurement campaign metrics, Archetype’s system enables brands to connect directly to brand advocates and influencers with offers and promotions, tracking both conversions and the viral spread of the message.