Ever wonder why you see sports drink commercials during the Super Bowl or perfume commercials during Grey’s Anatomy? That’s in large part thanks to media planners. Media planners help make sure that the kinds of commercials that get aired with programs are a good match with the people who are most likely to be watching those programs. If sports fans are watching, then sports related ads are going to be more appealing and interesting to those fans. If urban women are watching, then products that women in urban areas are likely to buy will be better received by those viewers.
Hire The Expert Media Planners
To make sure that the right message gets in front of the right audience, advertisers turn to media planners. A media planner is mostly like to be found in the media department of an advertising agency. Basing evaluations and recommendations on consumer information (from lifestyle to viewing habits to purchase behavior), a media planner then evaluates editorial content and programming to determine the best use of newspapers, magazines, radio, television, billboards and electric displays, buses, subways, taxis, airports, bus terminals, or the Internet.
Media planners have traditionally relied on a mix of external syndicated datasets as well as client and agency research to determine which media vehicles will best deliver the desired target audience. But these are increasingly insufficient to accurately evaluate integrated campaigns. The inter-channel influences, interactivity and proliferation of media consumption channels have made the planning and measurement of 360 degree communication campaigns all the more challenging.
You’ve Found The Answer
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.
