Media Planning Possible Over The Web

Impact Planning (UK) has created a method whereby media planners can create their schedules for TV commercials over the Internet.

The Media Optimiser programme is coded with a specific commercial’s response function and requires either that the Impact and Retention response rates have been derived for the specific commercial via an Impact Adtrack study or any other similar tracking study. This information is given to Impact Information which then develops a model on the client’s behalf.

Once the budget and audience levels are defined, media planners can then test via an iterative process the optimal flighting strategy for the commercial on TV. The programme, which is downloadable from Impact’s website (http://www.impact.co.za/), then tests every alternative solution, within the parameters set by the planner, for the commercial’s future flighting.

This process also takes into account ‘diminishing returns’, and allows media planners to define periods of high or low season or cheaper periods for the advert’s exposure.

Impact: 0171 724 5375