Media planning services, which are usually part of the array of capabilities offered by a media buying agency, is responsible for mapping out the best allocation of an existing budget, to reach a client’s target audience, and to most effectively communicate the desired message. The advertising client’s larger marketing and communications strategy is where media planning services starts.
Media Planning Services From Professionals
Effective media planning services takes the client’s larger marketing and branding strategy, and applies it to the specific objective for a given campaign. Within the parameters of this goal, a media planner then begins to analyze who is the desired audience for this campaign. Once that is confirmed, media planners look to see which media vehicles are best suited to delivering that desired target audience. Reach and frequency are important aspects of media planning and are used to analyze alternative advertising schedules to determine which produce the best results relative to the media plan’s objectives. And the media planners have to fit all of their recommendations into pre-established budgetary parameters. So you can see it’s no easy job.
It’s made even less easy by the complications of today’s media eco-system. Not only are consumers going to a multitude of devices from which to consume media (sometimes simultaneously), the concurrent datasets measuring this evolving consumer trend have been lagging behind – leaving a gap in visibility for media planning services. The real-time, person-level, cross-channel single source dataset has not been easily available – until now.
One new tool is now available which is designed to make life easier for media planners: LogicLab. LogicLab helps media planners by giving them access to powerful analytics backed up by advertiser and media data to calculate both campaign planning efficiency as well as efficacy of campaign results. Check out a 90-second video at www.logiclabinc.com.
