From the advent of the mass media advertising industry, media buying agencies have become ever more specialized as the number of channels expands and the previous mass audiences have differentiated into increasingly specialized segments. In recent years, media buying agencies have faced a multiplying list of challenges: explosion of alternative media consumption channels, increasing long tail media vehicles, and macro-economic pressures. The ability of media buying agencies to demonstrate unique value has increasingly relied on delivering more visibility and accountability into their process.
Choosing From Various Media Buying Agencies
A typical media buying agency has multiple media datasets at their disposal to evaluate metrics by channel. Syndicated research datasets have traditionally provided the shared metrics by which advertisers, agencies and media owners alike have bought and sold inventory. In a world where channels have remained neatly separate, this worked very well. In a world where there is increasing simultaneous consumption of media channels, with cross-channel influence and the resulting adoption of holistic advertising campaigns has become the new norm – the siloed world of by channel data is starting to lose the total coverage it used to enjoy.
Finding The Perfect Advertising Campaign
When it comes to 360 communications planning, challenges to a media buying agency abound in both the pre-planning and post-measurement stages. Although integrated campaigns have been a hot topic for awhile now, 360 campaigns are notoriously difficult to plan given that the metrics, terms; currencies of each channel do not easily match or cross-tab easily with one another. What’s needed is a single source, single platform option that combines the various deep channel insights with real data from both brand owners and media owners.
Now that solution exists: LogicLab. LogicLab gives agencies who buy and plan media the ability to access powerful analytics backed up by advertiser and media data to calculate both efficiency of campaign plans as well as efficacy of campaign results. Check out www.logiclabinc.com for more details.
