A media planning company faces a very different world today than in years past. It used to be that media planning companies used the major syndicated research currencies for each channel, and were able to fairly easily map out the best media plan to reach the advertisers desired audience – which was often “everyone” or “nearly everyone”. The channels didn’t change much, and television was king.
Our Media Planning Company Has Adapted To the New Changes
Then came the internet. The media eco-system not only changed, but seems to be picking up the pace of transformation since consumers went online en masse. No longer can audiences be considered mass in fact, as multiplying media channels and increasingly niche media vehicles continue to fragment visitors, viewers, readers and listeners. Hand-held devices and smart phones have resulted in consumers multi-tasking by having several media channels going on at the same time. There is traffic being driven from one channel to the next, or influencing each other in ways that was not possible before the internet went mainstream.
Now a media planning company has to contend with an almost overwhelming choice of tools, none of which are designed to mesh with each other to form a seamless view of the entire media eco-system. And as media planners try to track consumers through their media consumption behavior, not having specific customer information from advertisers or specific audience information from media owners also makes analysis a bit more complicated. What if there was a single platform, accessible from anywhere, that delivered cross-channel visibility for media planning companies needing media planning buying information? And what if that platform not only incorporated information across channels but also included customer information directly from advertisers in the form of specific target sets?
Now that solution exists. LogicLab gives media planning companies a powerful tool based on both advertiser and media data to calculate campaign planning efficiency as well as efficacy of campaign results. Check out www.logiclabinc.com for more details.
