Goat’s Paid Media Services: Shifting the Paid Social and Programmatic Landscape

The Paid Media Landscape

The paid media landscape is undergoing rapid transformation, driven by several key trends. A massive shift towards AI-powered automation is reshaping how campaigns are managed and optimised. We’re also observing the continued dominance of short-form video content, which demands engaging and concise creative. And of course, there’s a growing move towards zero-click environments, where user intent is often satisfied directly on platforms like Google without the need to visit an external website. In this evolving landscape, creative assets are becoming more critical than ever for capturing attention and driving engagement. 

How AI is transforming Paid Media

AI is at the forefront of this evolution, fundamentally changing the approach to paid media, from revolutionising campaign management through automation, streamlining processes, and enhancing efficiency. It enables hyper-personalisation, allowing advertisers to deliver highly relevant messages to individual users. Plus, AI utilises predictive analytics to optimise ad spend, ensuring budgets are allocated most effectively for maximum return. As AI integration in the Paid Media landscape matures, advertisers are shifting away from manual, keyword-heavy campaigns to focus more on compelling creatives and understanding the actual audience intent rather than specific search terms. 

The Goat Agency’s Paid Media Service champions this exact message.

The Goat Agency’s Paid Media Services

The Goat Agency’s Paid Media team encompasses our Influence Everywhere proposition to new heights. We craft full-funnel strategies, encompassing both programmatic advertising and paid social, ensuring your message reaches the right audience at the right time, and in the right place.

Chris Robinson, Head of Paid Media

“Our paid media offering works because of the people behind it. The team operates as consultants first, bringing uniquely placed expertise across platforms and creator ecosystems. That culture of innovation is what connects the dots between influencer strategy and paid amplification, and it’s what makes our approach distinctly Goat.”

Paid Social Services

When it comes to paid social, our approach goes beyond traditional brand advertisements.

How?

Placements:

We differentiate by sharing influencer-produced content. This benefits brands as it often feels less overtly produced and more relatable, resonating more deeply with increasingly discerning audiences. We are meticulous about our placements, aiming for organic spaces within feeds to ensure our content feels native to the scroll and effectively meets key objectives.

Partnerships:

Our commitment to transparency and effectiveness is bolstered by partnerships. We collaborate with Integral Ad Science for robust measurement and brand safety reporting, ensuring that every impression genuinely captures attention. For an in-depth understanding of impact, we work with ThisThat, our specialised brand lift provider, to ensure each campaign is built for purpose and performance.

Futureproofing:

The only way is up. We leverage insights from past and current campaigns to refine future campaign strategies. Our analysis goes beyond surface-level metrics, delving into sales, lead generation, and traffic data to inform and optimise future work.

Programmatic Services

Programmatic is where the Human Media Revolution truly takes shape, allowing us to service content across a vast and interconnected media landscape and truly Influence Everywhere. 

What does it mean to Influence Everywhere?

Influence Everywhere is our bold proposition and our proven process. It does exactly what it says on the tin: getting the right people to create the right content and putting it in the right places.

When you combine human media with connected media, you get scalable storytelling, more accurate targeting, and exceedingly more measurable performance. 

But most importantly, real impact.

The formula is simple. Converging human media (real creators, real stories) and connected media (deep integration across every channel) create The Human Media Revolution, where your brand can Influence Everywhere.

Goat’s Programmatic Services

With programmatic, we’re able to step outside the traditional ‘four walls’ of social media, utilising connected media channels such as Digital Out-of-Home (DOOH) and detailed placements across platforms like Amazon Ads, Teads, and The Trade Desk – not just Meta and TikTok. In fact, we even work with premium publishers to integrate ads seamlessly, making them feel as organic as social content.

Hannah Forster-Green, Programmatic Executive

“I believe the power of influencer shouldn’t be limited to social feeds. Here at Goat, we activate creator content across the full connected media landscape – from DOOH to Connected TV to YouTube – ensuring audiences are reached in premium, contextually relevant placements at every stage of the funnel. We take what makes influencer so compelling, and put it everywhere it matters.”

Our Approach

What truly sets Goat’s Paid Media team apart is a culmination of a few key principles: 

A culture of innovation:

We foster an environment that encourages continuous exploration and adoption of new strategies and technologies in the ever-evolving paid media landscape.

Consultative Approach:

We act as a global agency, but we think like consultants, ensuring that brands fully harness the potential of every applicable campaign feature. Our expertise guarantees that each campaign is optimised for maximum impact. 

Uniquely Placed Expertise:

At Goat, we understand that the best creative drives down Cost Per Mille (CPM) and inspires action. This is where Goat excels – by combining compelling content with strategic placement, we deliver exceptional results. 

Ambitious Team:

Our team is driven by a hunger to maximise returns and constantly seek out new, effective approaches to deliver outstanding performance for our clients. 

Ore Osobu, Senior Programmatic Manager, The Goat Agency

“One thing that has always excited me and made me fall in love with programmatic is the sheer depth of audience data we have access to. It allows us to be incredibly precise about who we are reaching and when. Combined with the exciting placements like CTV, DOOH we have available, programmatic is a powerful and important tool in championing ‘Influence Everywhere’ at Goat.”