Although heavily reliant on quantitative analysis and large complex datasets, much of media planning & buying has been influenced by less data-driven factors such as historical precedent, intuition and the logistical impossibility of evaluating the thousands upon thousands of media vehicles in any given channel not measured by the dominant sample-based media research currencies. This has put media planning & buying in a difficult position.
Professional Media Planning and Buying
On one hand, advertisers are increasingly demanding the kind of visibility and accountability they enjoy in spaces like direct response and online. On the other hand, there are no easy solutions where a media planning & buying decision-maker can go to a single source and get the kind of relevant information needed. Too many of the needed datasets reside behind organizational firewalls and are inaccessible for analysis. Others are too expensive. Metrics across channels are also not easily matched to each other neither for clear pre-campaign planning nor for post-campaign measurement.
What would be most helpful to give media planning & buying the most effective tools is first to provide target set information at person-level rather than general demographics or geo-demographics. Then if media planners and buyers could get analysis of how well their advertiser client target set matches the audience of any given media vehicle – they would be able to easily evaluate and recommend which media vehicles best delivered the target set for media buying agencies.
Now a solution exists: LogicLab. LogicLab gives anyone in the media planning buying process the ability to bring quantitative data into the decision-making process. The on-demand LogicLab platform allows users 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. LogicLab has been established with media planning and buying in mind. Check out www.logiclabinc.com and watch our 90-second video to see how your media planning and buying just got easier, faster and smarter.
