360 media planning is no longer a distant idea, it’s a present reality. As a recent example, consider the record 160.5 million Americans who consumed ESPN’s multi-platform coverage of the 2010 FIFA World Cup. This event also marked the debut of the network’s groundbreaking ESPN XP initiative – an ongoing cross-media research initiative with the goal of counting audiences to each platform, determining cross-platform effects, and measuring advertising effectiveness.
Covering Every Aspect of Advertising is 360 Media Planning
Traditional thinking about media exposure as a linear, brand broadcasted, controlled transaction is no longer true. Media is now interactive, simultaneous and participatory. Consumers can discover a website by paid advertising, proactive self-generated search, happening upon a chat room of existing customers, referrals from existing customers, feedback from past customers, etc… All of this suggests that new integrated tools are needed to navigate this radically different integrated media world – hence the idea of 360 media planning.
Facebook, Google, You Tube, video-on-demand, online gaming, viral marketing, place-based advertising, addressable advertising, word-of-mouth… media choices are proliferating at an accelerating rate leaving media planners racing to keep with how to most effectively track the customers and potential customers in a fragmenting, shifting media world.
360 media planning looks to incorporate ROI assessment, testing and evaluation methods of integrated media and communications planning and continuously identify world-class cross media research tools to operate effectively in a 360 marketing world. Rather than plan within a specific channel and then attempt to tie an integrated campaign together, 360 media planning starts with the consumer and then follows that consumer wherever they might be engaged within the larger media eco-system.
Now there is a new tool to make 360 media plans smarter: LogicLab. LogicLab delivers on-demand access to powerful analytics backed up by advertiser and media data to calculate both campaign planning efficiency as well as efficacy of campaign results. Check out a 90-second video at www.logiclabinc.com.
