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The engine behind smarter media

Smarter, more effective media starts with science—and at The Kite Factory, it’s what powers everything we do. Our approach is built around three essential elements: technology, tools and talent.

These three elements are embedded into FlightPath™, our end-to-end planning framework. It’s how we combine data-driven intelligence with media craft to deliver impact that’s greater than the sum of its parts.

Technology

We work with market-leading platforms and continuously evaluate new technologies to stay ahead of the curve. Our AI-powered solutions support everything from audience identification and intelligent media buying to advanced measurement, ensuring every campaign is performance-optimised from the ground up.

Tools

When the right solution doesn’t exist, we build it. Our proprietary tools span planning, buying, and measurement, offering clients smarter, more agile ways to solve challenges—at no additional cost. These innovations enable us to work faster, better and more effectively.

Talent

Our in-house team of data scientists blend technical expertise with creative thinking. They design tools and models that automate the repetitive, freeing up our planners to focus on strategy—and enhance performance through deep insights that drive better decision-making.

Planning Smarter

Audience Insight

We use KiteCluster, our bespoke audience analysis tool, to mine large data sets and identify high-value clusters with shared traits. These profiles enable us to build tailored targeting strategies that resonate. This works alongside our trusted RFV database analysis and business modelling, helping clients make confident investment decisions.

Video Strategy

Our cross-platform AV planning tool, Seen&Heard, runs over one million scenarios to pinpoint the optimal media mix across linear TV, BVOD, SVOD, YouTube and Cinema—aligned to your audience and campaign objectives.

Buying Smarter

Media Plan Auditing

We’ve developed AIM, a tool that audits linear TV plans against target audience profiles to uncover inefficiencies. Then Spot Supercharger goes a level deeper—identifying specific spots to remove based on frequency, content genre, and audience alignment, improving every media pound spent.

Benchmarking & Forecasting

Our proprietary Beehive database houses performance data from anonymised campaigns, allowing us to accurately forecast performance based on anonymised similar clients & benchmark KPIs to identify key areas of focus across buying, engagement and response.

Measuring Smarter

Non-Linear Measurement

We offer Media Mix Modelling—still the gold standard of campaign effectiveness analysis. Between model refreshes, we use KiteGeo, our hyper-local measurement tool, to track incremental campaign impact on key business metrics, helping clients understand the effectiveness of channels, creatives and even audience targeting.

Reporting Insights

Our custom-built dashboard platform, FlightDeck™, integrates media and client data into a single, holistic performance view—across digital and ATL channels as well as the full marketing funnel. With automated reporting, our teams focus on what matters most: smart insights and actionable recommendations.