Online Advertising

Clicks don't pay the bills. Conversions do.

That's why Lamana runs smart, data-backed ad campaigns that don't just chase impressions, they chase impact. From Google to Meta to programmatic platforms, we craft media plans that know who to talk to, when, and how, with copy and creatives that work.

Wanna know how our ads perform? Have a look at what we've been working on lately. Need to drive sales or launch a product? Get in touch or send your brief, let's make every dollar count.

How we plan media, and the argument behind it

Most media plans are built as allocation problems: here is the budget, here are the channels, divide. We think that is the second question. The first one is narrower and it decides more.

Every channel grants the advertiser a different right to claim something. Choosing a channel is choosing what you are allowed to say — and a plan that ignores that is buying reach it cannot use.

Three decisions follow from that, and in our experience they move the result more than the split does.

Who is permitted to make the claim

A seller can say its product is genuine, effective, worth the price. So can everyone else in the category, in the same words. A platform that carries many sellers can say something no individual seller can: that the whole shelf is underwritten. Those are different claims and they need different advertising, even when the commercial objective is identical.

We have run both sides of that pair. For Savis we made product-focused films built for the pre-roll slot, pointing traffic at product pages on the brand's own site and on Khanoumi.com — $0.0118 per click, past 50 million views inside a month. For Khanoumi, the beauty and personal care platform those products sell through, we made a seven-part comedy video series about the misery of using counterfeits. The argument was the platform's authenticity promise rather than any single product. 20 million views.

Those are Iranian-market campaigns at Iranian media rates. We cite them as evidence of what the craft and the placement logic can do, not as costs you should expect in your own market.

Same category, same end goal, two entirely different permissions.

Whether the format buys attention or borrows it

Pre-roll buys attention outright: the viewer is waiting, and the opening seconds decide whether they keep waiting. We brief pre-roll on the assumption that the first frame has to carry the whole proposition. In-content placement borrows attention the programme already earned — cheaper in one sense and much less controllable in another. The two formats are not interchangeable, and judging them on the same completion metric flatters one and buries the other.

We plan and produce for both. We ran three mid-roll films for Mana inside top-performing series on Filmnet, and a different job entirely on Namava, where the brand was the official presenter of El Clasico through four seven-second films placed before each episode. Same platform type, same client, two different permissions — and we recommend the format the objective actually needs rather than the one with the tidier dashboard.

Sequence, then allocation

We plan sequence before allocation. Each channel needs something to already be true before it can work, and a plan that runs every channel at once is asking some of them to work on credit. We have set the full argument out separately, and it is the part of a media plan that is still free to move once the money is committed.

What this means in practice

We take a brief and come back with the claim the plan is built on before we come back with the split. If we cannot articulate what your brand is permitted to say that nobody else in your category can, we will say so — that is a positioning problem, and no amount of media weight fixes it.

We measure what the format is capable of proving. Efficiency metrics for short-path work, and slower, honestly-labelled indicators for work that shrinks an objection rather than closing a sale. Running both through the same dashboard is a common way we see good campaigns misjudged.

What we don't do

We don't sell channel packages. We don't recommend a format because it is trending. And we don't report a campaign against a metric that was never the point of it.

Work with us

Send a brief, or send last quarter's media plan and let us tell you where the sequence is working against the budget. Both are short conversations and we are happy to have either.