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Direct Response Marketing

‘Unified Planner’ Unveiled for Better Media Planning

26 Sep, 2012 By: Doug McPherson


NEW YORK – An online video technology company unveiled what’s called a “unified planner” last week that’s being billed as a “comprehensive media planning solution” so advertisers and agencies can more easily develop media plans for digital video to reach specific targets and campaign goals.

Adap.tv says its planner provides “a holistic and automated system to plan, buy, optimize and measure video advertising.”

Traditionally, planning, buying and managing video advertising has been cumbersome and disjointed for ad agencies and marketers. Each part of the process is highly manual, requiring planners and buyers to juggle multiple data sources and spreadsheets, perform significant ad-hoc data analysis, and make subjective decisions based on inconsistent or often missing data.

Insiders say it’s been tough going for media planners to identify the most effective potential sites for specific demographic targets and campaign goals, not to mention projecting results of the overall plan and each potential inventory source, and in seeing the tradeoffs of different decisions.

Toby Gabriner, president of Adap.tv, said in a statement that in “today’s highly fragmented media environment,” the planner allows advertisers to plan and buy online video much more effectively. “In minutes, an optimal digital video media plan can be created, leveraging the best data sources available, such as Nielsen,” Gabriner says. “Planners can then easily buy the recommended inventory, automatically optimize the campaign once it launches, and measure its effectiveness using both TV- and online-based metrics.”

Adap.tv is now testing the technology with select customers, and it will be released more broadly in late 2012.


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