The engine behind smarter media

Smarter media starts with science. At The Kite Factory, it sits at the heart of everything we do. Our approach brings together three key ingredients: technology, tools and talent. They come together in FlightPath™, our planning framework that blends data smarts with media craft to drive results that punch above their weight.

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 utilise KiteCluster, our bespoke audience analysis tool, to mine large datasets and identify high-value clusters with shared traits. These profiles enable us to build tailored targeting strategies that resonate. This works in conjunction with our trusted RFV database analysis and business modelling, helping clients make informed 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 AirBase 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, which remains the gold standard for campaign effectiveness analysis. Between model refreshes, we utilise KiteGeo, our hyper-local measurement tool, to track the incremental impact of campaigns on key business metrics, helping clients understand the effectiveness of channels, creatives, and even audience targeting.

Reporting Insights

Our custom-built insight engine, 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.