−32% media costs in 9 months: how Beeline KZ moved from manual planning to OML

Beeline Kazakhstan is one of the country's largest advertisers: dozens of campaigns a year across 11 TV channels, radio, and DOOH. Before OpenMediaLogic, the whole cycle — from media plan to broadcast reconciliation — lived in Excel and email.

The challenge

Cut media costs without losing campaign performance and eliminate manual labor: a single media plan took up to 3 days, channel approvals took a week, and post-buy analysis arrived a month after the campaign.

The solution

• Booking across 11 channels moved into OML — online approvals instead of calls and emails
• Buying optimized on the real CPP of every channel and slot
• Automatic post-buy: actual broadcasts reconciled against plan with no manual work
• Unified reporting for marketing and finance

Results after 9 months

• −32% media costs with campaign KPIs maintained
• +18% budget efficiency through budget reallocation into efficient slots
• 4 hours per media plan instead of 3 days

The savings paid back the platform subscription within weeks. Today the Beeline KZ team plans all TV campaigns exclusively in OML.

Read next: the Kazakhstan market, how this works for an agency, the media buying platform category, and the glossary on CPP and post-buy.