Real Cross Media Intelligence For Real Cross Media Planning

The PPM contribution

Roberta M. McConochie
Arbitron Inc.
Beth Uyenco
OMD-Midwest

Introduction
 
Background

The past decades have brought revolutionary changes in media technology and contents as well as growing complexity, range, and specificity of consumers' media preferences. In stark contrast, media-planning progress has been incremental and slower in pace. Though there have been advances in automation and a variety of tools have been added to planners' repertoires, even in this richer planning world there remains a dearth of cross-media tools and appropriate respondent-level databases. The currently available cross-media optimizers function on input derived from consumer-supplied recall data, or they fuse or integrate information from separate, single-media research.