A media buying agency today has a much harder job than it used to. It used to be that a media buying agency could simply focus on one channel at a time – and employ the most popular media research currencies for that specific channel (i.e. Arbitron for radio, Nielsen or TNS for TV, MRI or Simmons for print, comScore for internet) and then get all the metrics required to determine which among those measured media vehicles best served the needs of the client’s campaign.
Media Buying Agency Utilizing All Avenues
Then things got a bit complicated. The internet started to take off, and people started watching TV online, sometimes while the other TV was on. And they started streaming to their hand-held devices, while all the other channels were also in use. And then they started to pull information from one channel to use in another, and sometimes what they saw in one channel actually influenced the usage of other channels. Technology then enabled very specific groups to form around niche interests: online, in print, on radio, on cable. Advertisers responded by moving increasingly to integrated campaigns, across channels, to start to mirror how consumers were behaving in the media eco-system. Seemingly overnight, the single mass audience that media buying agencies have been planning for disappeared. So did single channel campaigns. And in its place were tons of specialized “tribes”, to borrow from Seth Godin, engaging in simultaneous media consumption in an increasingly interactive way.
So what’s a conscientious media buying agency to do? If only media buying agencies could find an on-demand single source of information that combined both the syndicated sources they have traditionally used, plus actual data from advertisers and media owners – then they could properly evaluate at the pre-campaign planning stage as well as measure performance results at the post-campaign stage.
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.
