Media planners look beyond the numbers
David Poltrack
In the past year media planning tools labelled 'optimisers' have taken the US TV advertising market by storm. These planning tools, imported adaptations of the optimisers already established in Europe, have stimulated the first substantial re-examination of the media planning process in the US.
This article does not address the impact of, or outlook for, optimisers on the US TV advertising market. Instead, it focuses on a by-product of the use of optimisers by media planners: the re-focusing of advertisers on the qualitative dimension of media evaluation.
Even before the advent of...