Media
A different kind of media planning & buying agency
Sonar helps clients pinpoint opportunities across digital and traditional media, weigh cost vs. impact and secure placements that drive real results.
In today’s interconnected media landscape, digital and traditional advertising are no longer isolated. Where we once spoke of a sales “funnel,” we now envision a cloud. That calls for an omni-channel approach that meets your customers wherever they are and guides them seamlessly toward your brand.
Our clients understand the entire media landscape, including what each option costs relative to the others. Whether you’re looking for mass-market reach, or niche local impact, our strategists deliver.
What’s included
Media Planning with Sonar
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Media Planning & Strategy
Sonar specializes in creating integrated marketing strategies tailored to your unique business goals and audience. Our media plans are built on solid fundamentals, designed to align with today’s “attention economy” and your target audience’s media consumption habits. We believe that strong strategies are the key to efficient execution.
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Media Buying
Whether you’re targeting one channel or 10, leave it to us to connect with representatives on your behalf. We’ll advocate for competitive pricing that works with your budget. From there, it’s simple: we present the best options available and together we choose the best placements for your campaign, with an eye towards measuring the actual impact of your ad dollars.
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CTV/OTT, Streaming & More
Wondering how to get your ads onto Hulu, Netflix, Spotify or your favorite industry-insider podcast? Branching out into streaming services is the easy part—the real challenge is finding the options that are right for your business. With Sonar, all of the above are a breeze, with absolutely zero high-pressure, sleazy sales tactics.
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TV, Radio, Outdoor & Print
When pure awareness is the goal, traditional media can lend some weight to a 1-2 punch. We take the leg-and-guess work out of buying ad inventory; locally, regionally and nationally. And we’re always looking for opportunities to achieve efficiencies, expand your reach and make your campaigns sing.
Get started
Bridge the divide between traditional media and digital tactics.
Omni-channel campaigns from Sonar reach your audiences where and when you need to most.
Reach out using the form on the right, or give us a call at 207-747-5536
An infrastructure-first approach to sensible ad spend
Paying for advertising without a website that meets consumers half way is like sending out invitations to a party where the host and food don’t show up. At Sonar, we know the best audience targeting and media strategy is dead-on-arrival if people can’t find your business after hearing about it. Get your web infrastructure up to snuff and then harness the power of media to reach the right prospects. That way, they can take the actions you want them to quickly and easily.
How we work
What sets Sonar apart
Understand the costs
Media is expensive. If we think you can get more bang for your buck elsewhere, we’ll tell you.
Cut through the noise
Media planning and buying can be murky territory. We bias towards clarity and transparency.
Real measurement & reporting
Tired of data dump downloads at the end of campaigns? We build measurement models that make more sense.
Related work
Results from this kind of work
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Saddleback
Read the case study: SaddlebackSee how Saddleback used a full-funnel media strategy to drive skier visits, season pass sales, and strong ROI in a seasonal market.
What clients say
In their words
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Partnering with Sonar Digital has significantly boosted our community presence at Rosemont Market & Bakery. Their team is creative, forward-thinking, and truly invested in our story. Having such a resourceful local marketing team like Sonar Digital is a great asset to us. Strongly recommend their expertise!
Local Retail & Food Business
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Moving our marketing over to Sonar was the best decision we ever made. We struggled to show up on Google and build our organic traffic profile but after (and continuing) working with sonar we have seen a consistent & significant growth across all of our channels. We currently use them for organic search/SEO, PPC advertising, display advertising, and more.I speak for the whole team when I say that we love working with the entire Sonar team!
Event & Hospitality Technology Company
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We had the pleasure of working with Sonar Digital on an SEO project for Echo81, and the results have been outstanding. From the start, their team was knowledgeable, communicative, and truly invested in helping us achieve better site performance. They took the time to understand our unique needs and implemented strategies that have significantly boosted our online presence. The team’s expertise and commitment to our goals made a real difference, and they provided insightful recommendations along the way. We would highly recommend Sonar Digital to anyone looking to improve their SEO and digital visibility—they bring both skill and a genuine partnership approach to their work. Thank you, Sonar, for a job well done!
Marine Technology & Equipment Company
Questions
Frequently Asked Questions
What does a media planning and buying agency do?
A media planning and buying agency decides where your ad budget should go and then places the ads. Planning means working out who you need to reach, which channels reach them, how much to spend on each and when. Buying means placing the ads, negotiating rates, watching results and moving money toward what’s working. Sonar has done both for businesses in Maine and beyond for more than five years.
What’s the difference between media planning and media buying?
Planning is the strategy and buying is putting it into action. A plan sets the audience, channels, budget and timing. Buying places the ads, negotiates the rates and adjusts as results come in. The two work best together, because what you learn while buying should change the plan. When one firm plans and another buys, that loop tends to break.
Should we run paid media in-house or work with an agency?
It depends on your budget and how many channels you use. An in-house person can do well with one or two channels if they have the time to manage them. An agency usually makes more sense once you’re spending across several channels, want negotiated rates, or want an outside view of what’s really working. Some teams keep a person in-house and bring us in for planning, buying or both.
Do you plan and buy streaming TV, radio and print, or only digital?
We plan across all of them. Our methods were built around digital channels because they’re the easiest to target and measure, and we bring that same approach to streaming and connected TV, broadcast, radio and print. Streaming TV is especially useful for local and regional businesses. It lets you buy TV with the kind of targeting and reporting you’re used to from digital.
How do you measure TV, radio and print the way you measure digital?
We set up tracking for each channel before a campaign starts, not after. That can mean a separate phone number, landing page or promo code for each placement. We also watch branded searches and site traffic around air dates, and compare areas or time periods with ads against those without. It’s not as exact as counting clicks, but it shows which spend is earning its keep.
Get started today
And get on your way to better results and a clear way forward.
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