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26 Dot Who?

Integrated Media (NY)

Integrated Media (NY)

Looking to take your “Traditional” Media Planning Career to the next level? We’re looking for an experienced Integrated Media Planner who can work across Traditional Verticals (Radio/OOH/Print) while integrating Digital strategic partner digital Solutions to join our growing team in NY. You must have a minimum of 2+ years of agency experience and can show you have game with developing and executing an Integrated Media Plan.

Looking for a game changer? If you’re looking for a fast paced, non silo’d work environment where your opinion counts and you’ll be able to grow your skill set capitalizing on your existing background while working in a non Silo’d Agency on the cutting edge with a team of Rock Stars where traditional, digital, mobile and social merge this could be the perfect gig.

Who We Are

We’re a fast growing boutique agency with offices in SF and NY. Our work has been recognized by several industry leading digital vendors and our Founder has appeared everywhere from The Pivot Conference to Media Week, AdTech SF and is speaking in May at the Sun Trust Robinson Humphrey 2015 Internet & Digital Media Conference. We are doing real pioneering work in cross device, sequential messaging, engagement re-targeting and new solutions. We just completed a benchmarking study with Waze.

We move fast.

We’re highly client focused and responsive.

We have a non-siloed work environment; your insight and input is important across all of our campaigns.

We are looking for the next rock star to join our team and have a real opportunity to make an impact on the agency and our work.


  • Strategically research and recommend solutions based on agency best practices and client objectives.
  • Devise strategies and recommendations for media plans across all media.
  • Create and present media recommendations to internal staff and client for approval
  • Develop in depth knowledge of all media components: Local TV, National TV, Outdoor, Print, Local Radio, National Radio; working knowledge of Digital
  • Carry out media buys including print, radio, out of home, and online from campaign inception to execution.
  • Traffics all OOH, Radio, and Print components during campaign execution
  • Guide media representatives to deliver the best proposals that align with clients goals and objectives, pushing for the best rates, added value and identifying the greatest opportunities.
  • Be able to project manage and assist with creative asks i.e. development of creative specs.
  • Pull national and local ratings and helps construct and analyze data to provide market recommendations.
  • Compile research and analyze data to identify trends and insights to help support client recommendations with metrics.
  • Manage billing and reconciliation.
  • Learning and mastering proficiency with media systems.
  • Outreach to new potential vendors for proposals and information.
  • Explore media alternatives and be creative in recommending media solutions.
  • Foster a good working relationship with vendors, clients, and internal teams to facilitate flawless execution of plans.


  • Bachelor’s Degree preferred
  • You MUST have at least 2 years of multiple major market radio and OOH planning and buying experience, Agency experience required.
  • Strong command of media research resources and capabilities.
  • Strong verbal communication skills and demonstrated client service skills.
  • Multi-task, be detail oriented, and have the ability to articulate clearly.
  • Travel up to 20% including on the ground research in media markets and client trips.
  • Proficient in Microsoft Suite – Powerpoint, Word, and Excel. Must be able to prepare and maintain spreadsheets and reports.

So is it time for a change?  If you have the experience outlined, are passionate about media and crave the opportunity to have a real impact, please send through your resume and salary requirements along with your cover letter to be considered for this position.

Hear Here…or Not


by Chris Beck

CBS’s announcement to “pursue strategic alternatives for its radio division” is not a surprise to anyone in media. This ironically follows on the heels of Pandora’s announcement that they have employed Morgan Stanley to sell their company, proving this is not a “traditional media” versus “new media” cause and effect. Rather, anyone in the consumer consumption vertical has to balance profitability with consumer consumption habits, advertiser value, demand and available inventory with a constant eye on the future.

There are valuable lessons that can be learned across the entire media landscape. Radio, newspaper, broadcast TV, streaming audio, e-commerce sites, apps, and search engines fail or fall from popularity because of the inability to balance the triangle of consumer usage, financial demand, and ultimately profitability. The consumer is smack dab in the middle of that triangle, evolving at a rate of technology consumption and adoption more rapidly than at any other time in history.

Consumers are fairly predictable across the media landscape and will generally balance using three similar forms of media in a specific order. First Preference media generates the majority of their usage, Second Preference generates about half that, and then Third Preference half of that. This media usage pattern is as applicable to radio as it is to video streaming and social. Radio is easy to understand in terms of First, Second and Third Preference usage: you have a favorite radio station, a second favorite one when they’re playing commercials, and then a third choice. Social media is similar in that there is often one social network (Twitter, Facebook, Instagram, Pinterest, etc.) that’s checked consistently, whereas two or so other social platforms are engaged with less frequently.

The simple question is, “Are there simply too many radio stations available based on how the consumer is interacting with the medium today to provide a quality, unique and local experience?” The answer is a resounding “Yes!!!” For radio (or any player in the media landscape,) less is typically more.

iHeart Radio is and has been in a debt mess for years. Their debt of $21 billion is about three times the total annual revenues, which is in the $6 billion range. Cumulus is a hot mess, losing a half a billion dollars last year, which is the equivalent of a little over $2 per share on shares trading in the 40 cents (YES, cents) range.

The unfortunate pivot in the radio industry will result in maybe two or three excellent or unique radio stations in a market, with the rest being used for syndication, “network” programing and voice tracks. This will ultimately play out across the entire media landscape, proving again there is value in understanding history or else you will be destined to repeat it.


Chris Beck is the Founder and Chief Vision Officer of 26 Dot Two.  A popular speaker and partner strategist for Brands. https://www.linkedin.com/in/cbeck


The Power of Impact Impressions Versus Impressions


By Chris Beck

While viewability, ad blockers, bots, and programmatic delivery are all hot topics for marketers, you can radically pivot your approach and generate more impact by focusing on Impact Impressions (iImps) versus Raw Impressions. Focusing on iImps dramatically increases the impact of your campaigns while dramatically reducing waste.

While it should be common knowledge that Impressions comprise of Reach multiplied by Frequency, this is generally lost in the commoditized equation of planning and reporting. Rather, the focus is too heavily placed upon Total Impressions versus how the Reach and Frequency generate real impact with the consumer. All impressions are not created equally, and as such should have different weight and measurements applied to them.

Programmatic Impressions that are served without concern for Frequency (much less Cross Device Frequency) across an unvetted network (which may include blogs that have not been updated for years,) that serve multiple impressions on a single page or during a single site visit may mean very little in ultimate impact and a high percentage of waste.

A $2MM national campaign that scales a 1.2 Frequency (not counting Viewability) will struggle with any measure of real impact. However, if you build your strategy with a careful eye on a framework of effective Frequency, including daily, weekly, and campaign capping, along with a negative targeting pool, you can generate far greater real impact with the same budget. By capping Frequency, you serve your sequential messaging to more successfully follow and drive the consumer down the path of discovery, awareness, interest and action.

Impressions are not created equal. When you disrupt your standard approach, and consider benchmarking impression value, you will end up with a greater, more effective plan.


Indexing Impression Effective values

  • Raw Impression / stand alone siloed impression: -0.65
  • Impression that can be measured and scaled across device sequentially:  +1.25
  • Impression that can create a dynamic customized experience tin which engagement can be remarketed: +1.5
  • Retargeted impression with customized sequential messaging: +1.75


Chris Beck is the Founder and Chief Vision Officer of 26 Dot Two.  A popular speaker and partner strategist for brands.


No Impression Left Behind


By Chris Beck

One of our manifestos at 26 Dot Two is “No Impression Left Behind.”

This manifesto was engineered in our ultimate quest for creating as logical, dynamic and customized an experience as we can for consumers, while also dramatically increasing the value of our clients’ investments.

We strive to avoid “siloed impressions” that are “spray, place and pray.” Rather, each impression should be engineered as a touchpoint, which can be leveraged for ongoing value down-stream and through the funnel.

No Impression Left Behind requires a significantly different approach in strategy, which we call, “Reverse Engineering.” This strategy carefully maps the consumer journey to best identify time, place and opportunity touchpoints that are unique to different personas, allowing us to develop messaging that is logical, customized, sequential and timely. It’s critical for the strategy to work with creative, content, and vendors, and involves a significant amount of hyper optimization and synchronicity with emerging attribution technologies (many of which are in Beta.)

But is all this effort truly worth it? Campaigns we have engineered using this approach have created performance in the top 95% of campaigns measured by Nielson for Brand Awareness and Purchase Intent, and significantly exceeded performance for e-commerce conversions. The numbers don’t lie.

Engineering campaigns with a manifesto of No impression Left Behind moves the discussion and impact from the under 1% (CTRs) to creating real value with the other 99%.

Chris Beck is the Founder and Chief Vision Officer of 26 Dot Two.  A popular speaker and partner strategist for Brands. https://www.linkedin.com/in/cbeck

Why Linear Marketing Doesn’t Work for the Non-Linear Consumer

By Chris Beck

While buzzwords like “engagement,” “brand resonance,” “authenticity,” “aggregation,” and ”the mobile consumer” look and sound great, when it comes down to actually doing it, the majority of consumer communication is created in linear silos and in many cases lacking a synergistic consumer strategy.


Consumers are anything but linear in their media consumption. If your media and creative strategies aren’t synergistic, you’re wasting impressions, budget and potential impact. The goal when building a non-linear media plan that does create engagement is a synergistic approach between creative (content) and media with a clear vision of a consumer path that capitalizes on time, place, and opportunity. We refer to these moments or opportunities as “Impact Impressions” (iImps ) versus “Raw Impressions.” Impact Impressions are strategically engineered to create impact.

If you strive to create engagement, resonance and impact, then the messaging needs to be relevant in that media consumption moment and ideally to that Persona. To do this, creative and media must align synergistically in a campaign that is device agnostic to truly engage consumers, thus creating more understanding and interest to help move them through the funnel more rapidly and maximize media and creative investments.

But how do you sync media and creative throughout the planning process besides the alignment of media and content through the engineering process?

  • Consider using backwards planning: start at the desired end result, and work backwards along the consumer path.
  • Look at the tactics from the mid funnel to end up and you’ll have a completely different and more impactful campaign.
  • Think about different personas and their journeys. Consider when, how and with what customized messaging is the best way to move each persona group further down the funnel.

Backwards planning generates Impact Impressions versus Raw Impressions, thus reaching the right person at the right time and place with the right message for your brand.

Chris Beck is the Founder and Chief Vision Officer of 26 Dot Two. A popular speaker and partner strategist for brands. https://www.linkedin.com/in/cbeck

Media Engineering: “Just in Time” Marketing

Is the consumer smarter and more sophisticated than your Media and Creative plans and strategies? Surgeons have become leads in using technology, mechanics are now geeks not grease monkeys, and pilots can program computers to route and land them across the globe. But what about your Creative and Media teams? Are they engineering your media, or relying on practices and models that are outdated for marketing in 2014?

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Length Does Matter…and Shorter is Better

When it comes to your media strategy, it’s not what IS happening, but rather what HAS happened and HOW fast it happens. A contemporary example is the look, feel, and format of short time video. Vine’s six-second videos debuted this January, followed by Instagram’s fifteen-second videos in June.

The rapid pace of evolution is the challenge faced by every CMO, as it is now done in months, not years or decades. 2014 is an opportunity for you and your brand to truly connect with your audience, not just gain impressions.
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Are You Tracking Media’s Pivot Points?

How is your organization dealing with the significant pivots in media consumption? Pivot points in media should be on every marketer’s radar due to the rapid pace and impact of consumers’ adoption of new technology.

Understanding and anticipating media pivot points are critical to a company’s survival, and is key to developing a plan that maximizes investments, engages consumers, and provides you with a competitive advantage. Some major brands that missed the point recently are Nokia, Borders, Dell, Circuit City, J.C Penny, and Zynga. Enough said.
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