September 15, 2025
Мене звати Олександр Рольський, я CEO рекламної агенції newage., і в цій статті розповім, чим займається наша агенція.
In the previous articles, we reviewed what brand awareness advertising is, how it is typically launched and measured. Here, we will focus on how newage. provides these services and what makes our approach unique.
The newage. agency was founded in 2015, and for years we have been working with major advertisers: BMW, Rolls Royce, Jagermeister, Ajax, OLX, Silpo, Prom, MAUDAU, Bodo, Yes.
We have launched campaigns for OLX, covered the entire adult audience of Ukraine with the “Kozatska Rada” ad campaign, and helped AJAX launch their brand in the Italian market. We plan, launch, and optimize such large-scale campaigns efficiently and with minimal manual work. In this article, we will explain how we achieve this.
Зміст
Stage 0: Comprehensive analysis
Comprehensive analysis is the foundation of our work with awareness advertising. It is a framework approach and technology that allows us to launch advertisements to tens of millions of viewers and track the progress of the campaign.
The essence of Comprehensive analysis is to evaluate not only the immediate effect of the advertisement, expressed in clicks on the ad, but also the deferred demand generated by the campaign as a whole. We have learned to track how users return to the brand several days after viewing the ad, even from other devices.
How it benefits the client
We come to a common understanding of what brand awareness advertising is and how to measure it. This changes how we approach tactical strategy, campaign progression, and optimization. It allows us to look differently at the tools for launching a campaign, the data we collect, and to build the user’s path from viewing the awareness ad to making a purchase.
Stage 1: Briefing → Tactical Strategy
We thoroughly research what the client needs. We correspond, meet, fill out a brief during the meeting, and determine what the client wants to get, such as attracting a new audience, activating existing customers, or increasing top-of-mind among a specific consumer group.
Once everyone (both us and the client) understands the business goal of the campaign, the agency creates a tactical strategy based on our own knowledge, research, and experience. For example, we might suggest targeting dog owners by ads on Spotify, because they might listen to it while walking their pets. The client can agree, disagree, or propose adjustments to the strategy based on their data.
How it benefits the client
Discussions continue until we align the future outcome of the advertising campaign with the client’s specific business goals. Then the client has an understanding of how the reached users from the advertising report are converted into new engaged customers planned for the current quarter. All this is presented in a roadmap with key directions to move forward:
Stage 2: Planning
It is impossible to simply take general strategy ideas and launch a campaign that will truly catch the eye and be remembered by millions of people.
At the newage. agency, we have a media planning department that finds real technological implementations of the ideas we agreed on with the client.
Media Plan is a detailed document that describes each element of the advertising campaign step-by-step with all parameters and the projected effect from it.
We detailed media planning in this article: “How to Make a Media Plan For an Advertising Campaign”
How it benefits the client
100% understanding of how the advertising campaign will run, where, when, and how many times each audience will see their ad, and what results it will predictably lead to.
Stage 3: Automation
When the plan is ready and agreed upon with the client, it is time to implement it. Setting up the entire campaign manually is too long and too risky — the more a person does, the higher the chance of an oversight mistake. Below is an example of how many settings are needed for one campaign.
Example of an Ad Campaign
We have automated campaign setup as much as possible, so that the detailed media plan turns into templates for auto-loading, and the traffic manager configures the necessary connections and ensures that everything works as it should. For example, some system might not accept a creative, and then a person will challenge the moderation or set a task to improve the creative.
Therefore, our strategies and plans are designed to use and test a large number of segments, and we are not afraid to use 100+ audiences/platforms and formats for placement and analysis.
Simultaneously, the analytics team works on setting up data collection for the upcoming campaign: setting up tracking, creating a dashboard, and ensuring that data from all ad accounts is collected in one place.
When everything is set up and tested, we launch the campaign and wait for the first results.
How it benefits the client
Thanks to our automation, the client saves time. If the campaign is dedicated to a specific holiday or significant date, it will be launched on the scheduled day without any delays.
But no less important is the time we save on campaign optimization. An automatic real-time report shows the marketing specialist what needs to be improved in the campaign. This allows us to quickly make changes before too much of the advertising budget is spent on an ineffective platform or audience.
We detailed this stage in the article: “Advertiser Who Doesn’t Automate, Loses”
Stage 4: Reports And Optimisation
Before launching the campaign, we set up all the configurations, check them against a checklist of several hundred points. And for the first three days, we let the ads run according to the initial plan — ad accounts “digest” the settings, smart formats learn to do their job, and we monitor in real-time to ensure everything works as it should.
Then comes the time to optimize the campaign. We critically evaluate interim results; we check which placements, formats, creatives, and audience segments deliver the desired effect. It sounds simple but it isn’t, as our data analysts set up a custom dashboard for each client that collects, cleans, and displays the campaign data in a comprehensible manner within the Comprehensive Analysis framework.
It’s complicated, but worth it, because the scripts set up at the start save us time on reports, allowing us to quickly assess the campaign and make changes.
If any element turns out to be problematic, we immediately see and fix it, preventing the error from lingering for days until the next reporting period. If the interim results significantly deviate from planned ones, we replan as quickly as possible, instead of waiting for a specialist to export and review everything. This happens rarely and is usually due to market anomalies or sudden competitor activity.
But mostly, everything goes according to plan. We gradually improve the campaign and report to the client on the progress and results once a week.
How it benefits the client
The client always sees how their campaign is progressing, can open the dashboard at any time and check any aspect of the advertisement. Additionally, the client receives explanations weekly.
Stage 5: Final Report And Further Actions
At the end of the campaign, we prepare a detailed report for the client — the Post Buy Report. We build the customer journey, understand how long users remember and respond to the advertisement, how media affects users, and we can measure the media effect. In the end, the client receives a detailed report (table or presentation) listing the results of absolutely everything:
We detailed the report pages here: “What Is A Post Buy Report? How Do We Make It And Why Is It Needed?”
How it benefits the client
Our PBR is very informative, providing valuable insights for further promotion, and usually, after presenting the results, as a tradition, clients order their next campaign from us.
Other services
So, our main specialization is media campaigns, but besides them, we offer a wide range of other services. Specifically, we launch:
Additionally, our design department helps clients adapt creatives to digital formats or create them from scratch.
And, of course, our superpower in analytics has developed into a separate pool of services. We help set up web analytics, conduct audits of existing client systems, or train colleagues to use advanced analytics tools from the Google Marketing Platform.
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