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Media Guru

Guru Search Results: 13 matches were found

Tuesday, July 18, 2000 #3625
Can you please explain what "optimizers" do in media planning? Is it a separate program from media planning software or part of the package (e.g. Tapscan, SmartPlus, etc.)? Thanks.

The Media Guru Answers(Sunday, July 23, 2000 ):
Generally, an optimizer is a buyers' analysis tool using respondent-level data, to select a media list which has the greatest reach within a budget or achieves a reach goal most efficiently.

There can be considerable detail specified as to target, reach at "X" level of frequency, etc. The current use of "optimizer" most often specifically refers to network TV analyzers using Nielsen data tapes as input and examining "actual" versus modeled reaches.

Media planning packages generally don't include such optimizers. optimizers typically cost more on their own than media planning software suites and also require purchase of relatively expensive Nielsen tapes. Similar buyers' analyses of print schedules, are typically built into these planning suites but rely on users' possession of Simmons or MRI data.


Wednesday, March 08, 2000 #3298
Please describe the major steps and information required for Network TV Media Planning at an Agency. What computer skills are needed or research sources most used to evaluate Network? Are there any trade journal articles that would provide a description of this aspect of media planning, as I am applying for a position in this area, but have not planned Network in many years. What are the current Network $/GRP and target delivery efficiencies? What is the current coverage of U.S. Houselholds, for the three major networks? Thanks elaninc@usa.net

The Media Guru Answers(Monday, March 13, 2000 ):
There seems to be some confusion in your terms. The job of an agency Media Planner is to determine which media are best to meet the advertising objectives of the specific product/service.

In some cases this will include network TV.

When an approved paln includes network TV, the Network specifications are turned over to Network TV buyers. The plan's specifications are not likely to include than demographic target and weight goals, budget, timing, dayparts and/or program types.

Network buyers will then review program package offerings and sponsorship opportunities from the networks to meet all the specifications.

Nothing more than a spreadsheet is really needed, but there are some specific TV analysis programs, including optimizers, in use. Nielsen is the basic audience measurement source used.

When optimizers, which are programs that do extensive analysis of program data to select best schedules, came into use a few years ago, there were several trade articles in Ad Age and MediaWeek about the network buy "planning" process. See the one by Erwin Ephron in our Telmar 30th Anniversary Awards section.

Telmar, AMIC's sister company, also offers an optimizer, called Transmit.

See samples of current rates in AMIC's Ad Data area.


Friday, August 13, 1999 #2713
Dear Media Guru, THere is an optimiser being marketed by one Dutch company and is called "Lookie". Have you seen or heard of it? Can you please tell me what are its features and where can I find more information on optimisers in general and Lookie in particular? Thanks in advance! A planner seeking enlightenment....

The Media Guru Answers(Friday, August 13, 1999 ):
The Guru does not know "Lookie." Telmar's optimizer is TRANSMIT. Most optimizer suppliers will have data on their web sites.


Wednesday, July 07, 1999 #2610
A question from Israel. We are new to people meter data and Tv optimizers. How to chose one? X*Pert or Super Midas and thoughts? Thanks

The Media Guru Answers(Wednesday, July 07, 1999 ):
The best approach would be to imagine the types of analyses you will need from an optimizer and then meet with sales people for demonstrations.


Monday, April 26, 1999 #2472
Dear Guru, Over the one year that I have been following the queries and discussions on this web sites, what strikes me is that while discussing a Media Plan,there is no mention of involvement as a factor when the consumer is watching television. Do media planners not take into account the involvement levels of the audiences while planning ? Why is it that we talk of Reach/Frequencies etc and not about Involvement? Are there any publicly available studies on the same ? If not, is it legitimate to assume that agencies.. 1. Do not look at Involvement while planning 2. If they do, they do so based on certain assumptions and not on hard data. Thanks

The Media Guru Answers(Monday, April 26, 1999 ):
In the early '80's, a service called TAA (Target Audience Assessment?) offered audience involvment ratings. The service didn't last long.

Long before that and since then, factors like audience attentiveness have been used to judgementally adjust media audiences in media planning.

The new "optimizers" allow easy overlaying of these factors and other involvement indicators like audience loyalty, in planning and buying.

However, the Guru imagines that more plans (though perhaps not more money) ignore these factors than use them. They are abstractions of unproven value in judging the sales power of media.

The most likely publicly available source of such data would be Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.

AMIC's Rates, Dates and Data area provides some of these attentivenss factors.


Wednesday, April 14, 1999 #2445
i read an article about the optimizer program and they use there on the phrase REACH PER POINT (RPP) what does it mean and how can i use it . (and i am not mean to cost per reach point) thanks a lot

The Media Guru Answers(Wednesday, April 14, 1999 ):
Without seeing the article, the Guru is only speculating, but he believes this refers to the varying reach accumulation rates of different media elements, programs and dayparts.

For example, a given demographic may generate 30 reach for a typical schedule of 100 Gross Rating Points in daytime and 50 reach for 100 GRP of Prime. They have a different reach per point (GRP). When coupled with the cost, it's the essence of optimizers.


Thursday, March 18, 1999 #2399
We are currently working with a sit-down restaurant client who has asked us to investigate a market-by- market media mix "optimization" using spot TV and Spot radio. Because the cost of radio is about half of what we are paying in TV, the optimizer continually picks radio as the dominant medium. We know, however, through experience that once we turn on the TV program, results usually happen. Is there any guidance you can provide that would help us in quanitfying this mix outside the realm of what the pure numbers tell us?

The Media Guru Answers(Saturday, March 20, 1999 ):
optimizers, at least worthwhile ones, can be set to "optimize" to any of several criteria. It sounds like you are optimizing only for net audience (reach) efficiency, so radio has an advantage.

The Guru doesn't quite understand what "once we turn on the TV program, results usually happen" means. Has radio not been tried?

Apparently, the client believes reach is the key driver of success, while you believe there is an effectiveness issue inherent in the media types. You need to quantify this difference (is a radio reach point only 75% as sales effective as a TV reach point?) and get the client to accept the quantification, then include the factor in your optimization. Consider also the effects of mix on frequency.


Thursday, February 11, 1999 #2321
I have been trying to understand Plan Optimisers for quite some time now.I still am unable to understand. Especially in a complex media scenario like India where languages differ from region to region and different cities have to be covered and a lot of non- quantitative factors like regional sensitivity have to be considered , how can we effectively use Optimisers that are predominantly manufactured in the west?

The Media Guru Answers(Saturday, February 13, 1999 ):
Quite possibly, you cannot. Optimisers are meant to deal with quantitative issues of media selection, getting the most reach or effective reach or quintiles-of-frequency balance for the money.

Many seemingly subjective elements of the media possibilities, like the effects of regional sensitivity, can be judgmentally quantified and processed by an optimizer.

When languages differ, it is comparable to geographic differences: they are different universes and call for separate plans.


Wednesday, December 23, 1998 #2234
Do you have a U.S. name and contact for the optimizer program X*pert?

The Media Guru Answers(Thursday, December 24, 1998 ):
The Guru does not know of a U.S. contact for X*Pert.

However, AMIC 's sister company Telmar offers its own optimizer program, TRANSMIT, which adds competitive analysis features.


Wednesday, September 09, 1998 #2038
Dear Media Guru, I am sorry, but I have got not ordinary question. Could you help me to find e-mail or any other information about person who has sent following message to you --------------------------- "Sunday, March 15, 1998 #1828 Two Questions: 1) I've been asked to prepare a presentation covering "Alternative Lifestyles Marketing". When I was given the assignment I asked for a definition of "Alternative Lifestyles", but didn't get a good answer. How might you interpret this "target"? 2) I'm seeking information on the "optimizer" programs that have become newsworthy (in media circles) as a esult of the recent mega-million P&G AOR assignment. I've heard there are two. Who are they, and can you describe briefly what they do (strengths & limitations)? thanks! ---------------------------- Thanks in advance.

The Media Guru Answers(Wednesday, September 09, 1998 ):
The Guru does not reveal the identity of submitters of queries. We will notify the person of your interest in making contact.


Wednesday, May 27, 1998 #1609
Quick question....do you have any suggestions on a specific book or person I could gleen information from about buying national network television and radio? The kind of how-to/phylosophy type stuff you can find anywhere when talking about local spot..???

The Media Guru Answers(Monday, June 01, 1998 ):
The Guru does not know of any worthwhile book on the topic. It would be better to search the archives of Ad Age and MediaWeek for articles written by the major buyers and media strategists. There have been many good ones, especially now, with optimizers all over the news. The Guru particularly likes Erwin Ephron's work. See his paper on the Telmar Awards Papers pages.


Sunday, March 15, 1998 #1530
Two Questions: 1) I've been asked to prepare a presentation covering "Alternative Lifestyles Marketing". When I was given the assignment I asked for a definition of "Alternative Lifestyles", but didn't get a good answer. How might you interpret this "target"?

2) I'm seeking information on the "optimizer" programs that have become newsworthy (in media circles) as a result of the recent mega-million P&G AOR assignment. I've heard there are two. Who are they, and can you describe briefly what they do (strengths & limitations)? thanks!

The Media Guru Answers(Monday, March 16, 1998 ):
1) "Alternative Lifestyles" generally refers to non-traditional social orientations which may become the major influence on a person's relationships, extending to product choices, entertainment choices, clothing styles, etc. Most often, "alternative" seems to be used to refer to socio-sexual distinction.

The Gay market is probably probably most familiar of the "Alternative Lifestyles" markets. Others might arguably be the singles market, the mature market, punk, rapper, etc.

2) optimizer programs are designed to build media schedules based on detailed analysis of each possible "insertion" (print or broadcast).

Usually the programs optimize reach within budget. Therefore they will first select the most efficient (cost per rating point) single insertion. Next they consider every other single insertion, including a second use of the first selection. The pair of insertions with the greatest net reach per dollar becomes the next selection.

In some systems, each "best" choice is frozen as the base upon which to build additional schedule until the budget is exhausted. In more sophisticated systems, entire schedules are reevaluated for best mix at each incremental budget level.

In either, it is up to the planner to set constraints on which vehicles are to be considered, any weights or restrictions such as using each vehicle a minimum number of times, if used, or a maximum number of times.

Several agencies have proprietary systems. In Europe, there are commercial systems including "Supermaximizer" and "Expert."

In the U.S., the Guru believes the Telmar optimizer is the only commercial system available allowing TV optimization with any available audience database (e.g. NTI, NSI, Cume studies, etc.)


Tuesday, October 22, 1996 #1120
I am a consultant to a TV station. Recently most agencies have adopted one or another Media Planning software. We have tried to undersatand what type of optimizers they have and what effect in their decisions may have. For example one that uses integer programming seems to benefit high GRP programmes while others low cost and low audiences. How does the type of optimizer influence the plan? Thank you

The Media Guru Answers(Wednesday, October 23, 1996 ):
optimizers must be set to Optimize something. It may be pure reach, reach at a given level of frequency, reach within a specific budget,etc. Usually some form of reach is in the goal, because other considerations like cpm or GRPs are simple arithmetic, while reach involves more complex computer models.

The reach models must be based on some measurement of "actual" schedules to be worth anything at all. If each optimizer is merely based on some programmer's opinion of how audience accumulates, there is no way to predict results without owning a copy of the program.

When reach within budget is the issue, it is possible forlow cost/low rated programs to be preferred if theydeliver so much more gross audience that even at low rates of net accumulation, the total reach can be more than quicker 'cuming. high-rated schedules.



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