Infectious: Performance-based Media Buying

Infectious describe themselves as an independent and pioneering ‘new breed’ digital media agency. Martin Kelly and Andy Cocker, both veterans of the media buying sector, started the company over a year ago. The new agency looks to realise the potential of the ad exchanges, helping advertisers achieve the best possible results from their online spend.

They work with clients to offer an intelligent media buying service. Using bid management tools and algorithms developed in-house, Infectious acquires inventory across a number of ad exchanges to provide advertisers with effective and efficient online campaigns.

For this reason Infectious can charge fees linked to campaign performance. It’s a big departure from the media bulk buying and media spend commission model of the traditional media agencies, but appears to be working.

Business has been brisk at Infectious, and their initial success in delivering strong results for their clients has attracted the interests of ROI-hungry advertisers and marketing managers.

Andy Cocker is bullish about the future of ad exchanges and his own company’s unique model:

“I believe Infectious adds value to the online media buying process. Our bid management tools and algorithms allow us to calculate the value of our clients media spend. Our fees are based on performance so we have to work extremely hard to ensure success."

The exchanges provide a platform for Infectious to trade ad inventory in real time, allowing it to offer clients a more efficient and productive service.

Andy also believes that publishers will embrace the exchanges:

“I think a lot more publishers will start sell their ad space directly on the ad exchanges. You have a lot more buyers available on the exchanges, and more chance of obtaining the best price possible."

Infectious is the only media agency providing this buying service in the UK at the minute, and it’s been interesting to hear of the positive response they’ve had from advertisers. With ad exchanges gaining popularity and rumour of a “super exchange” from Google, incorporating both Adsense and Doubleclick display advertising, Infectious is well positioned to reap the benefits.

Infectious offers the next evolution in the agency model: performance-led and accountable media buying through the use of ad exchange trading technology and algorithms.