×Media Addict
You sell a new source of customers. We hand MVF a new source of revenue.
The brand and offline channels your clients could grow with, or already run elsewhere and you earn nothing on: TV, radio, press and out-of-home, plus deeper publisher-direct. We run them on performance, in your name, and split the media commission with you, 50/50.
MVF already does the hard part. We add the brand and offline layer alongside it.
You own the clients, the verticals, the first-party data and the per-lead model. Alongside it sits brand and offline, TV, radio, press and out-of-home, plus room to grow the publisher-direct partnerships you already run. It's activity your clients buy elsewhere, and it's revenue you're well placed to capture. We'd run it for you, on performance, with you in control of how visible we are.
David Thal, MVF's CEO, on taking the role in 2025. This is one way to evolve that costs MVF nothing to test, cannibalises nothing you run today, and opens a revenue line your competitors are already chasing.
Multi-channel. Also entirely digital.
MVF runs 40 channels brilliantly, and they live almost entirely inside Google, Meta and your own search-fed brands. The channels that build fame and feed offline demand sit just outside the estate. That's not a flaw. It's an open, adjacent revenue line.
What MVF runs today
- ✓ Paid search (Google)
- ✓ Paid social, Meta, TikTok, LinkedIn
- ✓ Owned SEO & comparison brands
- ✓ Native & programmatic
- ✓ Email & first-party CRM
What we'd add, in your name
- + National & DR television
- + National & DR radio
- + Press & premium print
- + Out-of-home
- + Publisher-direct, deeper and wider
A second engine has never been timelier.
None of this is news to you, it's exactly why a diversified, off-platform revenue line is smart in 2026. The two platforms most lead-gen depends on are getting pricier, and AI search is quietly repricing the owned-content model your whole category was built on.
Owned content and paid digital still work, they're MVF's core and always will be. The point is simply concentration: when one company runs both the auction and the organic gateway, a board is right to want a second, independent source of demand. That's what brand and offline give you. You could build that second engine in-house over eighteen months, or earn from it next quarter with us.
Incremental revenue from the clients you already have.
Same clients. Same verticals. A second stream you're not set up to buy on the terms we get, run for your clients on performance. You choose how visible we are.
White-label as MVF
Your client wants brand or offline beyond your channels, so we run it in your name. You stay the agency of record; we're the invisible delivery team. Incremental revenue from the roster you already own, and a reason for clients to spend more with you, not less.
Or just introduce us
Prefer not to white-label? Simply introduce us. We run it as Media Addict, you take a share of the commission for the introduction, and your client relationship stays yours. Your call, client by client.
And it runs both ways: any pure lead-gen we come across in your verticals, we send straight to you.
Three steps. We carry everything heavy.
You intro, or white-label
Pass us a client who wants brand or offline, or let us run it under the MVF name. The client funds their own campaign, just as they fund their digital with you today. Your relationship, your call on visibility.
We plan, buy & deliver
Media Addict contracts the media owners, runs the campaign on performance terms, and owns compliance and make-goods. Landing pages and tracking are built by you or by us (we have mediatrack.ai), entirely your call.
Revenue shared, fully tracked
The publisher pays the commission; we split it with you 50/50. Every channel, even TV, radio and print, tracked back to leads.
The one genuine watch-out in any revenue-share is attribution. We close it with cross-channel tracking that ties even a TV spot or a press insert back to the lead. Build it yourselves or use our mediatrack.ai platform, entirely optional.
We've already done this, at lead-gen economics.
This isn't a theory deck. Between April and August 2025 we planned and bought a four-channel direct-response campaign for My Claim Group, a major above-the-line lead-generation push in UK claims that year. Here is exactly what the media delivered, channel by channel, every number independently referenceable with the client.
Every one of those channels, DRTV, DR radio and publisher partnerships, is exactly what we'd open for MVF's clients. And each one built brand on the way: more people searching the name and coming direct, the halo that makes future leads cheaper.
You get the playbook without paying to learn it.
Source: Media Addict campaign reporting for My Claim Group, a PCP claims product where mass-market lead-to-signed runs high. April to August 2025; full channel-level data held.
A whole media market, opened at a fraction of rate card.
A flavour from our own deal book. Bought the way we buy it, this inventory can back out to a cost-per-lead that matches or beats what your clients pay on Google and Meta, and we'll show you the maths on a named client. The brand it builds comes on top, effectively for free: two returns on one budget, the lead now and the fame that makes every future lead cheaper.
Publisher-direct will feel like home: it's the per-lead model your clients already run, and we simply widen it with better access and terms. The rest, TV, radio, OOH and press, is new brand budget that we still manage back to a cost-per-lead. Indicative, from our own deal book; the blended plan is scoped per campaign.
When the TV stops, the leads don't.
Your clients lean heavily on activation, Google and Meta. That's rented demand: the day they stop paying, it stops. Above the line builds something they own, a brand that lifts the baseline for good, and makes the leads they already buy cheaper. Here's a UK home-improvement advertiser's own data, before, during and after a TV burst.
Demand before, during and after the TV ran
Look at the post-TV bars: almost every one sits above its pre-TV level. The brand kept working after the spots stopped, more people searching the name, coming direct, requesting brochures and calling. The one bar that drops, generic paid search, is the point: the brand did that work, so less of it had to be bought.
One brand campaign makes every channel cheaper
When people have seen a brand on TV, they search for it by name, click with intent and convert at a lower cost, on Google, on Meta, on direct. For your clients, the leads they already buy get cheaper. Brand isn't separate from performance; it's what makes performance cheap.
Performance leads are rented. A brand is owned.
Every pound on Google and Meta buys one lead, once. Every pound above the line also builds recall, trust and pricing power that compound for years, lowering acquisition cost across every channel and growing the value of the business itself. Its long-term payback runs at roughly double its short-term return (Binet & Field, IPA). It's the one spend that leaves an asset behind.
We didn't model this. We ran it. The risk of proving above-the-line on performance terms is already spent, on our money and our reputation, not yours.
The clients to call first, and the line to open with.
We went through your base, vertical by vertical, and named the bigger brands worth taking above the line. For each: who to pitch, the actual ad their rival is running, the line that opens it, and what MVF earns. Pick a vertical, pick a client, forward it.
Every client here is from your roster, and every ad is a real, recent spot its competitor is running. Who is on air and who is absent is read from public sources, and we would confirm it with you before any approach. Click any ad to watch. We focused on the brands with the budget for above-the-line first. The full per-client breakdown comes with the follow-up.
We build the package around the client you name.
Tell us the client you want to pitch and we'll come back with a costed package built for them: channels, CPLs and the 50/50 in one page. You don't run the media buying, we do; you choose how visible we are. The shapes below are examples from real Media Addict deals, not a fixed menu, and every plan is scoped to the specific client and vertical.
We run it entirely behind you. To your client, it's all MVF.
It ships as MVF. We're your invisible delivery team.
We hand you the plan and the rates. Your team runs it.
Indicative shapes from live Media Addict deals; final plan and CPLs scoped per client and vertical. Tell us the client and we'll shape the package. Publisher commissions shared 50/50.
Straight answers, before you ask.
The thesis is the easy part. Here's the part a CFO, a head of clients and a board actually decide on.
How the money reaches you
The publisher pays a media commission, typically around 15%. We invoice the media owner, do the work, and remit your half. You never front cash, carry media, or chase payment. On a straight introduction we're paid by the publisher in the normal agency way, so widening your publisher footprint through us costs MVF nothing.
It doesn't touch your core
TV, radio, OOH and press are net-new to MVF, and your publisher-direct we simply widen, so this is additional revenue that never re-prices or competes with the CPL business you already run.
Your client stays yours
You're the relationship of record. We never approach your clients directly and never solicit them, and you can pause or veto any campaign. White-label us, or introduce us, your call every time.
Why Media Addict
We've planned and bought direct-response at national scale, including the My Claim Group programme on this page. We know what works on air, we hold the relationships, and the expensive trial and error is already done, so you get a proven operator and the result, not a learning curve.
One team, honestly tracked
Buying, creative, landing pages and attribution sit under one roof, so the team that tracks the leads is the team that buys the media. We agree the KPIs and cost-per-lead up front, you get one named lead and weekly reporting, and make-goods sit with us.
Built for regulated categories
We've run regulated above-the-line for years, with compliance-reviewed creative in finance, legal and claims. The data and contract detail come with a standard agreement, scoped per campaign.
That's the opportunity for your clients. Here's a second one, for MVF itself.
Everything above is brand and offline packages for the clients you already have. The same machine can also grow the brands MVF owns. Separate, optional, and entirely your call.
The same engine, pointed at brands you own.
Your 210+ owned brands run almost entirely on search, the activity AI Overviews are repricing fastest. We can build their demand off-platform two ways, and you choose per brand.
Pay on leads, the model you already run
Your owned brands, The Eco Experts, ExpertsinMoney, Startups.co.uk, already run on affiliate and cost-per-lead deals; that's your core business. Where we add value is access: through relationships built over years (our MD spent eight years on the sell-side of national media), we can open publisher deals you're not on yet and expedite the ones you already run. You fund nothing up front, you pay only on leads delivered, and you approve every placement and title.
Fund it, we scale it
When a brand is worth real fame, put budget behind it and we buy the content and the airtime, DR radio, branded content, out-of-home, off rate card through relationships you don't have. We expedite and scale your publisher activity far faster than building it in-house. You keep the full upside; we take our share of the media commission.
Your category already proved the own-brand move works.
Every dominant UK comparison and lead-gen brand reached scale the same way: brand investment that turned rented search clicks into owned demand, and cut blended acquisition cost. Tap each to open the detail.
MoneySuperMarket Fame cut the “Google tax” almost in half. Direct-to-site rose from 50% to 84% of revenue. Read more
Red Ventures A lead-gen peer that owned the move. Performance firm → 100+ brand media owner. Read more
Let's take the next step.
The next step is simple: a short conversation to agree the first client and shape a contained first campaign. We'll bring a shortlist of where we'd start, indicative channels and economics, and the My Claim Group reference. For one of your own brands, we can begin on a pay-on-leads basis. Whenever you're ready, tell us below and we'll set it up with you.
your pick, where it lands fastest
budget and goals agreed up front
What you'd get from us
Scoped plans, packages and pricing follow the session, this is the idea, not the invoice.