How to exploit media geography

Vanessa Lenton
Starcom MediaVest

Planning local campaigns for retailers is getting easier and more robust thanks to advances in the past year in the tools available to planners . Media planning for individual retail locations used be a fiddly process, involving the use of several different tools and systems and with a limited ability to visualise the plan as you created it.

Now, the industry-standard systems are becoming more and more integrated, and more and more sophisticated, making for simpler and better planning.

Maps assist with regional press planning in a number of ways. Not least because they lift the media selection process out of being a pure numbers game into a much more effective and persuasive visual arena. They help a planner make a title selection and, all importantly, they illustrate that selection when the planner explains and justifies it to a client.