Halo · A Halo Report
Television-quality brand building. Engineered for B2B.
For 40 years, TV has been the most powerful brand-building channel in advertising. For most B2B brands, it's been structurally out of reach. Halo is what changes that.
The Problem
The old playbook has run out of road.
Every B2B marketing leader is fighting the same war with broadly the same weapons - paid search, LinkedIn, comparison sites, the occasional podcast sponsorship - and watching their efficiency decline in real time while category leaders pull further ahead on brand.
Customer acquisition cost has climbed every year since 2021. LinkedIn CPMs have tripled. Brand tracking has gone sideways. None of this is a marketing problem. It is a media access problem.
£50k
buys you what £300-500k used to buy in linear TV
60%
of UK SMB decision-makers reachable through Halo's actionable audience graph
1:1
deterministic match between TV exposure and action taken
How Halo Works
Three integrated layers.
Halo is a full-funnel B2B activation framework that combines television-grade brand building with sequenced direct response, measured deterministically. The result is the full Binet & Field 60/40 model - long-term brand building paired with short-term activation - delivered at a scale that makes sense for challenger B2B brands, not just category giants.
1
Audience Intelligence
Who should we reach?
We build reachable audience segments of verified B2B decision-makers - by business size, vertical, revenue band and purchase behaviour - using Halo's proprietary actionable audience data.
2
Priming Layer
What builds the brand?
Your brand message runs on connected TV in large-screen premium environments, delivering the mental availability effect that moves consideration - aimed only at the people who could actually buy.
3
Conversion Layer
How do we prove it worked?
Direct response follows. The same identified individuals who saw the TV ad see the action prompt days later. We measure the effect on clicks, applications and revenue deterministically.
Who Halo Is For
B2B brands with considered-purchase sales cycles.
Halo is designed for businesses where brand salience at the moment of consideration genuinely moves conversion. The first sectors we are working in include:
- Business banking and payments brands targeting SMB owners
- Commercial insurance and business services
- B2B SaaS selling into defined verticals
- Professional services, commercial property and fleet
- Trade bodies and membership organisations
- Destination marketing and MICE-focused tourism
- Challenger brands competing against incumbents with 10x their budget
- Mid-tier brands needing to prove their TV spend is moving acquisition, not just awareness
The First Step
Start with a Halo Diagnostic.
Three weeks. Fixed fee. At the end you have an Audience Intelligence Report specific to your business, a competitive activation audit, an attribution gap analysis, and a fully costed pilot plan with projected incrementality.
Or a clear answer that Halo is not right for you. Both outcomes are useful. Both are yours to keep.
Find out if Halo is right for you.
Start with a 30-minute discovery call. We'll talk about your current acquisition set-up, where the growth potential sits, and whether a Halo pilot is the right fit.
[email protected]Halo sits between strategy and execution - the activation framework engineered for B2B brands that need brand-building at direct-response efficiency.
OptiComm
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