Connecting Plots introduces channel-specific advertising platform

Independent creative agency Connecting Plots has launched a.glo, a specialist platform dedicated to channel-specific advertising for social and digital to increase media efficiency and creative effectiveness.

The platform a.glo combines creative, brand, media and production thinking to deliver full-funnel, fit-for-channel and fit-for-purpose creative solutions.

a.glo supports the agency's new positioning, Imagination In Every Impression, which targets the recurring and systematic problem of wasting advertising dollars by using creative that isn’t fit for purpose.

The service utilises best practice marketing diagnostics to help unearth where the wastage is and what the opportunities are in order to devise a strategic roadmap based on the nuances of achieving the business objectives within dierent channels. Clients’ existing creative and assets can then be re-engineered to create optimised best practice creative that deliver to the varying strategic objectives without the need for extensive production requirements.

Tom Phillips, co-founder & CEO of Connecting Plots, said: “Clients are approaching us directly or via our platform partnerships to fix the problem - their creative for these channels isn’t performing and is often an afterthought. A great example of a.glo in motion is where we worked with Meta across 12 auto brands to test platform optimised content vs. non-optimised content.

“Meta found that the majority of adverts uploaded to Facebook and Instagram weren’t created social-first, resulting in huge inefficiencies and poor performance. By putting it through the a.glo process, we were able to increase reach by 200% for the same budget, reduce cost per lead by 50%, reduce cost per finance conversion by 45% and reduce cost per model page visit by 54%.”