The Media
Fibre

média

Invest with intent.
Create lasting impact.

We support organizations in structuring and activating media strategies aligned with their business and promotional objectives. Through a deep understanding of audiences, media environments, and data, we guide media investments, activate the right levers at the right time, and manage performance with rigour and consistency.

Strategy and
Paid Media

Media investments influence an organization’s ability to reach its audiences and support its priorities. Their effectiveness depends on informed decisions and an understanding of audiences, journeys, and media environments. We clarify these choices and identify relevant levers for measurable, scalable allocation.

  • Media strategy and lever prioritization
  • Target audiences and customer journeys
  • Channels and media environments
  • Paid media budget allocation
  • Media buying and placement negotiation
  • Alignment with business objectives

Advertising
Campaigns

Strategy becomes tangible when it is translated into clear actions across the right channels. We develop advertising campaigns designed to reach targeted audiences and support marketing priorities. Their impact relies on sound intent, aligned messaging, format suited to media environments, and the ability to evolve based on performance signals.

  • Campaign framing and KPIs
  • Strategic intent and advertising messages
  • Ad formats and variations
  • Cross-platform activation and distribution
  • Campaign management and optimization
  • Performance-driven campaign evolution
     

Programmatic
 

Programmatic media requires real time data interpretation and precise control of media environments. It is built on dynamic decision-making across placements, formats, and audiences, driven by continuous signals. We integrate it into structured media strategies to maintain campaign quality, activation alignment, and performance control.

  • Audiences and targeting data
  • Media environments and inventory
  • Placement and bid optimization
  • Automated campaign deployment
  • Quality control and brand safety
  • Activation oversight
     

Influencer
Marketing

Message credibility is reinforced by the relevance and legitimacy of the voices that convey it. Influencer marketing operates through intentional alignment between brands, creators, and the communities they engage. We structure influencer initiatives within broader communication strategies and execute them with precision.

  • Influencer strategy and objectives
  • Creator selection
  • Brand–creator alignment
  • Collaboration frameworks
  • Activation deployment
  • Impact analysis

Analytics
and Data

Data-driven insight is key to media investment decisions. Analytics goes beyond dashboards by structuring information, interpreting behaviours, and connecting media performance to business priorities. We integrate analytics as a decision-support tool, to inform strategies that are clear, measurable, and designed to evolve over time.

  • Measurement and tracking tools
  • Data and event structuring
  • KPIs and reporting frameworks
  • Journeys and behaviours
  • Data correlation and analysis
  • Strategic decision support
     

Performance
Tracking

Sustaining a media strategy over time requires rigorous performance monitoring. Beyond measurement, it involves interpreting results, understanding variations, and adjusting actions accordingly. We approach it as a continuous steering tool to refine decisions, optimize investments, and generate concrete learnings from observed outcomes.

  • Dashboards and reporting
  • Cross-analysis of results
  • Performance comparison
  • Tactical adjustments
  • Actionable recommendations
  • Reviews and learnings
     

Our Fibre in Action

Discover how our media fibre comes to life alongside our clients, through concrete projects and partnerships that have made a lasting impact.

PTULA

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Accueillez un stagiaire

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Elam

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Our media fibre takes shape across a wide range of initiatives. Discover what it makes possible.  

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The deRabane Advantage

Strategic Perspective

The ability to align business objectives, audiences, and platforms to guide decision-making and steer media investments consistently.

Data-Driven Decisions

A rigorous analysis of performance and behaviours, moving beyond metrics to inform clear, actionable recommendations.

Proven Performance

Strategies that deliver tangible results recognized by organizations that entrust us with their investments and continue to renew their collaboration.

FAQ

What is an effective media strategy?

An effective media strategy is a structured plan that defines how media investments are allocated, activated, and optimized to achieve specific objectives. It is built on a strong understanding of audiences, a thorough selection of channels and messages, and ongoing performance management using key performance indicators (KPIs). This approach enables real-time adjustments, maximizes return on investment, and aligns media efforts with business priorities.

How do you create a high-performing advertising campaign?

Creating a high-performing advertising campaign requires a structured, results-driven approach. It begins with defining clear objectives, precise audience targeting, and selecting the right distribution channels. Messaging, visuals, and calls to action are designed to capture attention and drive impact. Performance is then optimized through KPI monitoring, ongoing testing, and budget reallocation to maximize returns.

Which metrics should be used to measure the performance of an advertising campaign?

The metrics to track always depend on the objective being pursued. An awareness-focused campaign is typically measured through reach, impressions, or cost per thousand (CPM), while a performance-driven campaign relies on key performance indicators (KPIs) such as click-through rate (CTR), conversion rate, cost per acquisition (CPA), or return on ad spend (ROAS). These metrics make it possible to steer actions, adjust investments, and continuously optimize results.

What is programmatic advertising and how does it work?

Programmatic advertising enables the automated buying and delivery of online ads. Rather than selecting specific websites, it targets defined audiences based on behaviours, context, or location. Ads are delivered in real time, impression by impression, and continuously optimized using data and key performance indicators (KPIs).

How do you optimize an advertising campaign while it is live?

Optimization relies on continuous analysis of key performance indicators (KPIs) such as click-through rate (CTR), cost per acquisition (CPA), and return on investment (ROI). This involves reallocating budget toward top-performing ads, refining targeting based on converting audiences, and refreshing visuals or messaging to address ad fatigue. A/B testing, combined with respecting learning phases, helps improve results without disrupting platform algorithms.

Why integrate influencer marketing into a media mix?

Influencer marketing allows brands to communicate through creators who already hold credibility within their communities. It helps reach targeted audiences, generate genuine engagement, and influence purchase decisions where advertising alone may be less effective. When used alongside other media levers, influencer marketing strengthens the overall impact of campaigns.

Intertwined for Greater Impact

Our fibres naturally connect. When intertwined, they strengthen action and expand possibilities. Explore our other fibres to see how they can support your needs.