Multi-Media Optimizers

Another Fad or a New Way of Working

Andrew Green
Communication Insights, OMD 


Television Optimization

The television optimization craze started when, in the spring of 1997, Procter & Gamble announced that they were putting their $1 billion television business up for review – a review that would encompass not only traditional buying of airtime, but also what was termed 'tactical' planning.

Tactical planning – a role traditionally played by the buyer in markets like the United Kingdom and by the planner in the United States – defined the process of determining the right daypart, channel mix and program genre for a campaign in order to maximize campaign effectiveness (however defined) for a given budget.

Two systems – X*Pert and SuperMidas – were imported from the UK and pushed to the center of agency media pitches, starting with P&G, but spreading to most major advertisers as they became more fashionable.