A smarter media planning and buying agency has been on the lookout for solutions that combine today’s technology with a broader set of actual data, in the form of an easy to use and easy to access platform interface. Unfortunately for media planning and buying agencies, there haven’t been any obvious solutions that bring visibility without a lot of difficult-to-manage complexity.
Most media planning and buying agencies still have to juggle multiple systems, multiple datasets that have unique strengths in specific channels and are hampered by the fact that they don’t have access to either advertiser customer data or media owner audience data. Were it possible to bring both the advertiser and media owner data into the mix, it would then finally be possible not just to have more visibility on the front-end of campaign planning and targeting, but it would be possible to start quantitatively measuring whether any given advertising campaign actually moved the needle.
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The barriers to including these different datasets into a single source platform for use by a media planning and buying agency have been manifold. There is a historical reluctance to share too much data with other parties when relationships are so often in flux. There are concerns about databases leaving the four walls of the organization who owns them. There are complex logistics to being able to safeguard the data using a media planning agency, and yet make it accessible to sophisticated analytics. There are technical hurdles to building a system fast enough to satisfy the urgent demands of users.
Now a solution has arrived to make life easier for the media planning and buying agency: LogicLab. LogicLab gives media planning and buying agencies 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.
