Media ties the year’s plan, the budgets, the campaign build, the buying from Danish media and the delivery of the material together in one rolling loop. What you learn in one campaign carries over into the next.
This is how the industry already works: last year’s plan, adjusted for what worked. Media ties the phases together, so insights from one launch carry over into the next.
Strategy and format
Set the year’s gross budget. Split it between long-term sales (brand) and short-term sales (tactics). Launchr AI suggests format, media and periods, you adjust the last stretch.
Media mix and buying
Put together the media mix, from a single format to a burst across media. Compare scenarios side by side on reach, price and frequency, and get an AI recommendation before you place the order.
From brief to broadcaster
Paste the specs from the media agency. Upload one master per aspect ratio. Launchr prepares the files for each channel and delivers via Peach, Adstream or direct email, including Nielsen spot codes and confirmations.
Insertions and documentation
What was bought, what was confirmed, and what was delivered when. Every krone is tracked, and when the campaign wraps, you review what you got and see what worked, before next year’s plan is laid.
Set the year’s gross budget, and split it between long-term and short-term sales. Launchr AI builds a first draft with initiatives, categories and periods, and writes a strategy document and a core brief you can edit. When you give feedback, the engine suggests concrete changes, and nothing is applied until you’ve approved it.
A 30-sec TVC builds the brand story. A 6-sec bumper reminds people of it. Same media, different formats, and that drives everything. Launchr AI builds a complete starting point of formats, periods and budget. You adjust the last stretch.
Advertiser · Q2 campaign
High-low strategyLinear TV · 12 weeks
Carries the brand story
BVOD · always-on
Maintains mental availability
Bauer · heating season
Tactical reminder with a clear offer
A 6-second format can remind people of a brand story, it can’t build one. That’s why a short format never stands alone in the plan.
Audience, budget, period and media mix come together in one buy, and scenarios are compared side by side on reach, price and frequency, across Danish media like TV 2, Viaplay, Bauer and JP/Politiken. The order sheet becomes a finished email you review and send yourself. No order goes out until you’ve hit send.
Scenario A
58%
DKK 612k
Scenario B
63%
DKK 640k
Scenario C
61%
DKK 655k
Order sheet
Paste the email from the media agency. Launchr AI reads advertiser, deadlines, spot lengths, destinations, contact addresses and CC recipients, and builds the campaign overview in seconds. You review and correct; the rest is ready.
From: trine@mediebureau.dk
Subject: Advertiser, Spring campaign
Hi, material deadline Monday 1/6 at 12:00. Spot 1: 30-sec TVC + BVOD, weeks 21-23 on TV 2 (incl. TV 2 Play), Viaplay Group (incl. Viaplay Group Digital), Warner Bros. Discovery. Spot 2: 20-sec, same channels, weeks 24-25. Plus 15-sec radio on Bauer & DRR, and 15-sec on PodAds…
Spring campaign
Advertiser · Media agencyUpload your ProRes master per aspect ratio. Launchr AI reads the media’s spec and drives the conversion itself: file type, codec, frame rate, audio and loudness. TV gets XDCAM HD422 MXF, BVOD gets H.264, radio gets WAV. A follow-up pass measures the result, and if it lands outside tolerance, the file can’t be sent.
CAMPAIGN_TVC_169.mov
ProRes 422 HQ · 1920×1080 · 25 fps · 220 Mb/s · 3.2 GB
50 Mb/s CBR · 1080i25 TFF · −23 LUFS
12 Mb/s VBR · 1080p25 · yuv420p · −23 LUFS
PCM 16-bit · 48 kHz · −23 / −16 LUFS
Preparing, ready, sent, confirmed, rejected, every delivery has its own state. When something fails, Launchr explains it in plain words and suggests the next step. No cryptic error codes, no blank screens.
Requires −23 LUFS. Recalculate the normalization and send again.
Peach for linear TV. Cape and Extreme Reach for BVOD. Nielsen for spot codes. TV 2 Flex as fallback. Every station has its own portal software, its own account, its own spec PDF. Launchr holds the accesses and knows the details, so your media agency can focus on the campaign, not the machinery behind it.
No portals to set up. No accounts to remember. No specs to chase.
The original specs sit as the campaign’s core document, cleaned up, structured and always at hand. Every AI action looks them up when a draft is written, a reply is read or a file is checked. When the media agency sends updated specs, you paste them in and the platform follows.
Advertiser / Spring campaign
Media agency · Trine
Spot codes: spotkoder@mediebureau.dk
· 30-sec TVC + BVOD, weeks 21–23
· 20-sec TVC + BVOD, weeks 24–25
· 15-sec radio, weeks 22–24
· 15-sec digital audio, weeks 22–24
CC all radio/digital: spotkoder + trine
Every AI action looks up the specs
Every delivery email has a reply address that points back into Launchr. When Bauer or TV 2 replies, the AI reads the reply: is it a confirmation, a rejection with a reason, or a question you need to decide on? The whole dialogue gathers on the delivery, not scattered across several inboxes.
To: spot@bauermedia.dk
Cc: spotkoder@mediebureau.dk · trine@mediebureau.dk
Reply to: levering+9k2x@mail.launchr.dk
“Received, thanks. Should we use the spot code from the TV version, or do you have a separate one for radio?”
AVB, the agency volume bonus, and cash discounts from the media typically end up with the agency, not the advertiser. For an agency with a larger annual media buy, that adds up to an estimated double-digit million DKK a year. Launchr makes the number visible on every single campaign, not just in an annual report.
AVB 3–7% + cash discount 1–3%. Industry standard, rarely visible to the advertiser.
Based on the industry standard for AVB + cash discount applied to a larger annual media buy. Few agencies pass it on to the advertiser.
Choose classic, visible or passed on. You decide how much transparency to give the advertiser.
Source: publicly available media accounts + the 2005 ruling by the Danish Competition Authority (KFST) on the Danish TV advertising market. Read the full background.
Broadcasters in Denmark have different models for how an advertiser’s negotiated price and rebate travel along when the advertiser changes agency. It isn’t harmonized across the media, and the difference is rarely laid out openly for the advertiser. Launchr makes the models visible before a choice is made.
The negotiated price is tied to the registered agency.
If the advertiser changes agency, they fall back to list price until a new agreement is negotiated with the new agency. Classic agency lock-in.
The agreement follows the client, typically with consent from both agencies.
In principle the agreement is tied to the advertiser, but moving agencies can require an explicit OK from both the advertiser and the departing agency.
Several media outlets don't yet have a harmonized written policy.
The platform is updated as the concrete models become clearer, even where the data isn't uniform yet.
In 2005, the Danish Competition Council banned progressive annual rebates with a lock-in effect on the Danish TV advertising market. The specific mechanism disappeared; the effect moved one layer up, to agency level. We accuse no one. We make the structure visible, so advertisers can make an informed choice.
Reference: KFST ruling of 21 December 2005 (a publicly available legal source) + public media accounts.
Media buying is different, because the money is someone else’s. Here the platform costs a flat share of the gross budget, and only when the campaign actually goes live. The whole amount is platform fee, no hidden margins.
The media outlet pays a symmetrical 3% for its own access to the platform. It isn’t taken from your budget and affects neither your price nor your media weight.
Peach for linear TV. Direct email for BVOD, radio and digital audio. Nielsen spot codes via email dialogue. Every channel has its own integration, modeled on what that particular station requires, not a generic common denominator.
TV 2 linear
Peach
TV 2 Play (BVOD)
Direct email
Viaplay Group linear
Peach
Viaplay Group Digital
Direct email
Warner Bros. Discovery
Peach
WBD Digital
Direct email
Bauer Media (radio)
Direct email
Dansk Radio Reklame
Direct email
PodAds (digital audio)
Direct email
Nielsen spot codes
Email dialogue
Sign up yourselves and pay only when the campaign goes live. If you work at a Danish media or ad agency with a campaign on the way, we’re also happy to set you up personally.