Choosing a media planning tool is not as easy as it sounds. On one hand, the objective is pretty straightforward – find a tool that best matches the desired audience with the media vehicles they are most likely to be engaged with, at the time they are engaging with them. On the other hand, the plethora of vehicles, channels, interactivity between channels starts to make media planning tool selection a daunting task just like media planning services. To that add the issue that the majority of media vehicles in any given channel can’t be measured by the dominant syndicated currencies for that channel since their audience sizes are too small to make meaningful analysis from a sample-based methodology.
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Scaling brand reach through a given campaign while keeping it relevant for the target audience, while being able to use the media planning tool across an integrated campaign starts to leave the media planner either buried underneath too much irrelevant data or with gaping holes where critical data is missing. Among the media planning tools to choose from, there are syndicated sample based surveys as well as pricing and cost datasets. There are audience databases on media owner side, as well as customer data from the advertiser.
How best to connect advertisers and media owners across multiple channels? Although ad networks exist for the online space as well as dedicated specific brand print ad networks exist like Time Inc’s MNI network, there doesn’t seem to be a media planning tool across multiple channels today. What that has meant in practice is having to use a lot of media planning tools that aren’t always designed to sync up with teach other.
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Now, there’s a new media planning tool: LogicLab. LogicLab gives agencies that buy and plan media the ability to access powerful analytics backed up by advertiser and media data to calculate both campaign planning efficiency as well as efficacy of campaign results. Check out www.logiclabinc.com for more details.
