Media planning companies help their advertising clients get the most value out of their advertising dollars. Media planners also help ensure that the objectives of any given campaign are in line with the overarching strategic objectives of the client. Across all media channels, including traditional and new media as well as alternative media, experienced media planning companies custom-make media plans for their major clients.
The first step in the media planning process is to identify and define who the desired audience of the campaign is. Once the target set has been identified by a media planning company, the next step is to determine what mix of media channels and media properties will best deliver that target audience within the client’s pre-set budget. Although there are many deep datasets to help define and fill in detail including but not limited to: media consumption behavior, purchase behavior, category usage behavior, brand awareness from the consumer’s point of view – it is much harder to come by an integrated platform where media planning companies can play around with different scenarios and see what the impact is to different media mixes or different media properties being considered such as media planning buying.
The Changing Field of Media Planning Companies
This in turn has made the job of media planning companies much harder. Different datasets need to be combined from different channels; algorithms need to be created to match across integrated campaign planning. And then post-campaign, being able to compare the advertiser client’s response file to media audience files has always been a challenge.
Now there is a new solution for the hard working media planning companies: LogicLab. LogicLab provides an on-demand solution in the form of single platform access to powerful analytics backed up by advertiser and media to provide visibility into both pre-campaign planning and post-campaign performance measurement. Find out more by watching a 90-second introductory video at www.logiclabinc.com.
