Peterson Media

Name

Peterson Media

Legal name

Peterson Media, LLC

Website

https://petersonmedia.net

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Media Planning & Buying Services

NAICS

Media Buying Agencies (54183), Media Buying Agencies (541830)

akta.pro industry

PRIMARYBPAFAAAC

Media Planning, Buying & Optimization

Business & Public Services/Marketing, Advertising & PR Services/Full-Service Advertising Agencies

SECONDARYBPAFABAF

Print Media Buying (Newspapers & Magazines)

Business & Public Services/Marketing, Advertising & PR Services/Media Planning & Buying

Keywords

• Media planning services
• Media buying agency
• Media research
• Traditional media advertising
• Digital media advertising

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Media Planning and Buying Services: Peterson Media provides comprehensive media buying and planning services to clients across various industries. As a full-service media agency, they earn revenue through media buying fees and commissions from negotiated media placements across television, radio, print, outdoor, and digital channels. Their services include media consultation, representation, research, competitive analysis, planning, budget development, negotiation, buying, value-added exposure, media audits, and results monitoring.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Peterson Media is a full-service media planning and buying agency that helps clients reach target audiences through strategic, cost-effective media placements. The agency negotiates and purchases advertising across television, radio, print, outdoor, and digital channels on behalf of clients, supported by research, planning, budgeting, and post-buy campaign analysis. It operates primarily in the Northwest U.S. with reach into key markets nationwide and serves enterprise, government, non-profit, retail, healthcare, tourism, and education clients.

Product overview

Peterson Media is a full-service media planning and buying agency offering both traditional and digital media services. The core service portfolio consists of four main pillars: Media Research (using SRDS, Nielsen, Scarborough Research, and SQUAD tools), Media Planning (customized advertising calendars and budget reconciliation), Media Buying (rate negotiation and vendor management), and Media Campaign Analysis (post-buy analysis and auditing). Traditional Media services include Television (Broadcast, Cable, Streaming), Radio (Local, Satellite, Digital, Endorsements), Print (Newspaper, Magazine), and Outdoor (Billboards, Transit, Wallscapes, Taxi Tops). Digital Media services encompass Display Advertising, Digital Video Advertising, Mobile Advertising, Native Advertising, Retargeting, Search Engine Marketing (Google Ads), and Social Media Marketing. The company integrates traditional and digital campaigns to leverage benefits of both channels, serving clients throughout the Northwest and key markets across the country.

Differentiator

Problem solved

Functional benefit

Products and services

• Media Research In-depth analysis of audiences, markets, and media using advanced research tools including SRDS, Nielsen, Scarborough Research, and SQUAD to ensure targeted media buys for advertising clients.
• Media Planning Determines the who, how, when, where, which, and why of media campaigns, ensuring advertising messages reach the right audience through appropriate channels at optimal times for advertising clients.
• Media Buying Comprehensive media purchasing services including negotiation with media vendors, securing value-added exposure, and conducting post-buy analysis to maximize return on media investments for advertising clients.
• Media Campaign Analysis Monitors campaigns on a continual basis with checkpoints to measure success, determine necessary corrections, and ensure every media dollar delivers maximum viewers, listeners, readers, and clicks for advertising clients.
• Television Advertising Local and national TV media buying services including Broadcast Television, Cable Television, Streaming Television, and Local Television targeting from zip code level to regional/national coverage for advertising clients.
• Radio Advertising Local, regional, and national spot radio advertising including promotions, sponsorships, endorsement opportunities, Satellite Radio, Digital Radio, and coverage of up to 50 markets at a time for advertising clients.
• Print Advertising Highly-targeted print campaigns across newspapers (local to national) and magazines, including custom ad sizes, low-cost stand-by schedules, and targeted placement near editorial content for advertising clients.
• Outdoor Advertising Outdoor media including billboards, digital billboards, transit ads, wallscapes, taxi top advertising, and kiosks providing mass reach, geographic targeting, and 24/7 branding opportunities for advertising clients.
• Digital Media Comprehensive digital media services supporting online presence including Display Advertising, Digital Video Advertising, Mobile Advertising, Native Advertising, Retargeting, Search Engine Marketing (Google Ads), and Social Media Marketing for advertising clients.
• Media Auditing Thorough auditing process monitoring buys in real-time to guarantee precise delivery of impressions, including invoice auditing, competitive monitoring, creative and traffic monitoring, and television post-buy analysis for advertising clients.

Quantifiable outcome

• Consistently negotiates below rate card and secures preferred ad positions
• +3 more outcomes

Named customers16 records

Segments8 records

Ideal customer profiles8 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Laughlin Constable: Independent, family/founder-influenced agency with strong media buying heritage and integrated traditional/digital offerings. Comparable as a multi-generational independent media-buying-led agency.
• Marcus Thomas LLC: Mid-size independent agency offering media planning, buying, and integrated campaigns across traditional and digital channels. Comparable as a privately held, independently owned agency competing in the same mid-market/regional media-buying segment.
• The Richards Group: Independent, founder-led full-service agency with strong traditional and digital media buying capability and long-tenured client relationships. Highly comparable as an independent regional-to-national media-buying shop competing against holding-company agencies.
• RPA (Rubin Postaer and Associates): Independent full-service agency with integrated traditional and digital media planning/buying capabilities serving enterprise clients. Comparable in business model (independent, integrated, media-buying-led) and customer mix (large consumer/enterprise brands).
• Brunner: Independent integrated agency with full media planning and buying capabilities across B2B and B2C clients. Comparable in scale, ownership structure, and integrated traditional/digital media-buying model.

Broad incumbents

• Omnicom Media Group: Holding-company media network including OMD, PHD, and Hearts & Science. Comparable as a scaled, full-service media-planning/buying competitor with national and global reach.
• GroupM (WPP): Largest global media investment group housing Mindshare, MediaCom, Wavemaker, and Essence. Comparable as a media-buying competitor operating at vastly larger scale across traditional and digital channels.

Regional players

• Wieden+Kennedy: Portland-headquartered creative-led agency with media planning/buying capabilities. Comparable as a fellow Portland-based agency competing for the same Northwest client base and talent pool.

Emerging players

• Goodway Group: Independent media agency combining traditional planning/buying with programmatic and data-driven execution. Comparable as an independent media-buying competitor at a similar mid-market scale.
• Tinuiti: Independent digital media agency focused on paid search, social, programmatic, and Amazon advertising. Comparable as a media-buying competitor specifically competing for the digital portion of clients' media budgets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/in/petersonmedia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Peterson Media