AFFINITY Team: Credit: AFFINITY
AFFINITY has introduced Media+, a two-part product designed to identify and reduce media waste for brands facing complex digital spend.
The agency said marketers are struggling to see what drives growth as budgets fragment across platforms and data sources, with most spend now in digital channels.
Media+ aims to pinpoint effective activity and redirect wasted spend into measurable outcomes.
Media+ starts with AFFINITY’s Media Waste Calculator, a free online tool that estimates potential waste using an algorithm built on data from System1, Next&Co, Amplified Intelligence and OneDay.
Marketers can then opt for a paid diagnostic service that maps specific inefficiencies and provides a report within days or weeks, depending on scale.
AFFINITY chief executive Angela Smith said many marketers believe identifying waste requires expensive econometric modelling or months of analysis.
“We’ve changed that,” Smith said.
“Now, any brand can access a clear, data-backed view of where waste is hiding, without complexity, cost or risk. Even a modest 5 to 10 percent of hidden waste can mean millions of dollars lost in opportunity and competitive advantage.
“This is the urgency behind our war on media waste.”
Media+ extends the agency’s focus on effectiveness across creative, digital, CRM, CX and media.
“Every dollar saved is a dollar that can fuel growth,” Smith said.
“We’ve built a process that delivers clarity and confidence without adding layers of complexity because we want marketing leaders to see media waste as a solvable problem.
“Media+ helps marketers build confidence, evidence and business cases for a more strategic and measurable approach to media investment at scale, funnelling potentially millions of dollars into greater effectiveness.”
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