On the Switch to Strata

The Media department has come a long way from its early days of scoring full-page newspaper ads and negotiating over the rotary dial. Part of staying up-to-date with the pace of the industry means harnessing the newest technology. That’s what seeded the department’s recent switch to Strata, a media- buying and -management software.

Enter the Stratasphere

Strong’s Media team prides itself on squeezing the most value out of every dollar when making buys for our clients. To do this in today’s market, it requires the best in media-buying data.

Strata is the industry’s leading software when it comes to media market research. By using the insights that it provides, our team is able to make better-informed decisions and model how buys will reach audiences. Strata pulls essential information like reach, frequency and audience size from a larger data pool than we could previously access. Additionally, Strata provides the team with data on streaming services, something that the previous software was unable to do.

Why the Switch?

Formerly, the team used Nielsen’s SmartPlus buying software. At the time it was adopted, it offered all of the functionality that the agency needed. But as we grew, so did the services we offered, and subsequently so did the level of data we required.

Current clients will continue using SmartPlus for buys that have already been made. New clients, however, will immediately begin using Strata. This will allow for all accounts to make a smooth transition into the new software.

Benefiting Our Clients and Us

Despite the inevitable growing pains, the team is ready to Embrace Change, knowing that this switch will bring significant value to our clients.

“One of the biggest things Strata will do is offer us more detailed reporting,” said Media Director Liz Elder. “We couldn’t always track our reach and frequency. It’s important for us to reach 50 percent of our audience at least three times during a campaign. That’s what we have found to be the minimum amount required to drive traffic, and Strata will ensure that we are always hitting those numbers.”

In addition to providing things like better graphs and enhanced charts to present to clients, Strata will allow the team to make better decisions on what to buy for TV, radio, cable, outdoor, print and even digital. This is particularly important for the trend that is taking over media in some generations, over-the-top television (OTT). If you haven’t heard this term before, think of streaming services like Netflix, Hulu and HBO GO. Strata helps our buyers by showing impressions, best-case scenarios, recommendations and other information that help land the best media buys.

Meet the Puppies of Strong

It’s fur baby season at Strong, and there’s no better way to celebrate than with our very first Pet Showcase. You’re going to love getting to know these pups.

Mason: Shannon Boswell

  1. What is your pet’s name? Mason
  2. What is their breed? Maltipoo (Mix between a Maltese and a poodle)
  3. What is their favorite activity? Playing with his new Halloween squeaky toy
  4. Give a funny quirk about their personality: He likes to sit in between my fiancé’s sneakers, whether they are on his feet or not.
  5. Tell me one of your funniest or most cherished memories with your pet: The funniest moments are when he tries to run on the hardwood floor and he slips around. He’s getting better at catching himself 
  6. Fun fact: He’s two months old and we are working on potty-training him. We also let him listen to classical music at night to help him sleep.

Butters: Grace Hatcher

  1. What is your pet’s name? Butters
  2. What is their breed? Cavapoo (Cavalier King Charles + poodle)
  3. What is their favorite activity? Going to the park by our house and playing fetch about three times before getting burnt out
  4. Give a funny quirk about their personality: Anytime she yawns she also lets out this little squeaky noise. It’s the cutest thing I’ve ever heard. Also, she’s obsessed with people, like OBSESSED, any time she passes by another person she freaks out.
  5. Tell me one of your funniest or most cherished memories with your pet: That’s really hard because she makes me laugh every day, but probably the first time we gave her a bath. I didn’t realize how much of her was actually her hair, but when we put her in the tub she legit looked like a wet rat.
  6. Fun fact: Yes, Butter’s was named after the character Butters from South Park. My husband chose that… pick your battles.

Charlie: Charlene Meeks

  1. What is your pet’s name? Charlie
  2. What is their breed? Maltipoo/Havanese
  3. What is their favorite activity? Playing with my other dogs and his toys
  4. Give a funny quirk about their personality: He can sleep anywhere at any time.
  5. Tell me one of your funniest or most cherished memories with your pet: Watching Natalie riding her bicycle with Charlie in the basket attached to her handlebars, and Alyssa pushing him in her grocery cart. He is the most tolerant pup I have seen in a long time.

Gus: TJ Moore

  1. What is your pet’s name? Gus
  2. What is their breed? Red Standard Poodle
  3. What is their favorite activity? Gus loves meeting new people or other pets. He is super friendly!
  4. Give a funny quirk about their personality: Gus loves to eat air! Whenever he is riding with me in my truck, he starts chomping away at the AC blowing in his face. He will even run when he hears the hair dryer going just to come and bite away at the hot air.
  5. Tell me one of your funniest or most cherished memories with your pet: Gus got pretty sick not long after I got him, which included a seizure. So being there for him during that time, letting him know I was there, and seeing him pull through like a champ makes our bond special and unique.
  6. Fun fact: Being a poodle, which is one of the smartest breeds, Gus is quite skilled at escaping from his crate or carrier when I am not home. He can even open some doors. Because of this exceptional skill that Gus has, I have given him the nickname Poudini.

Diana: Luke Thomas

  1. What is your pet’s name? Diana
  2. What is their breed? English Springer Spaniel
  3. What is their favorite activity? Trying so hard to play with the cat, Leo, who is less than amused
  4. Give a funny quirk about their personality: Plastic hangers are her favorite unapproved chew toy. She also has sad-eyes, even though she’s really excited most of the time.
  5. Tell me one of your funniest or most cherished memories with your pet: When we go on the balcony for our sunbathing session during lunch break. The kitty joins too.
  6. Fun fact: Diana loves to frolic in the meadow and play in the creek by our house, even though it means a bath afterward! 

Tippy Grace: Sheryl Jones

  1. What is your pet’s name? Tippy Grace, but you can call her Tippy G! 
  2. What is their breed? Some kind of small terrier.
  3. What is their favorite activity? Running around in the backyard and getting her tummy rubbed.
  4. Give a funny quirk about their personality: She is the most fun! Always happy and runs like the wind and jumps super high. She loves to cuddle but is always up for an adventure. You have to watch her or she will put her nose to the ground and hit the neighborhood road without looking where she is going or stopping.
  5. Tell me one of your funniest or most cherished memories with your pet: The day I got her I was at my dad’s house, where she was brought for me to meet her. There were four of us there, but she came right to me and spent the day mostly in my arms like she knew I was her new “mommy.” She was really thin. But, now she has gained weight and every day she is the cutest and most fun thing ever!
  6. Anything else you want to include, feel free: She is not an official rescue but was living outside with big dogs. I guess that is why she is super tough even though she is little and adorable!

TheodorAlex Golla

  1. What is your pet’s name? Theodor (Theo for short)
  2. What is their breed? Portuguese Water Dog
  3. What is their favorite activity? Swimming
  4. Give a funny quirk about their personality: He is quite derpy and uncoordinated.
  5. Fun fact: I am getting him this weekend on Sunday. He is from North Carolina.