Initiative Unveils The Matrix
Initiative Media claims to have made a “major breakthrough” in multimedia media planning with the launch of a new software tool called The Matrix.
The company believes that the product will bring the level of audience planning that is currently only possible for a single medium to mixed-media planning. Currently media research can show advertisers who has seen an ad on TV, but is unable to tell whether the viewer has also seen it in the press, heard it on the radio or seen it on a poster.
The Matrix, which Initiative have termed single-source, multimedia awareness modelling software, has been designed to deliver greater understanding of multimedia exposure and the communications benefits of combining different media. The company claims that the tool will allow advertisers to plan with greater precision and efficiency.
Initiative has studied the media habits of 20,000 individuals from 10 different countries to identify the media usage across all key media. The findings from the study will be incorporated into The Matrix.
Initiative Media: www.initiativemedia.com
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