Fourth generation media planning systems

This paper proposes the argument for a new generation of media planning given the increasingly global nature of campaigns.

Fourth generation media planning systems.

Jean-Louis Laborie The Media Partnership Research, France and Gilles Santini IMS, France

Media planning systems in use today are third generation systems.

The market has successively known:

  • batch systems,
  • time-sharing systems, and
  • micro-computers systems;

Media planning models have successively been:

  • formula models,
  • approximation models, and
  • full aggregation models.

No matter how much benefit users can draw from them, these systems are nevertheless technically limited in term of functions and reflect aging ways. Buying and pre-buying software is more up-to-date, but is functionally more specific and implements little or no optimisation...

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