New planning tool forecasts the future

MindShare MD Luisa Belter explains that modelling supports media planning and takes the science to a new level: "Although it takes reach and frequency into account, it's designed to measure the weight of advertising relative to gains in advertising awareness."

Based on a number of highly complex calculations, it forecasts a likely scenario or model of the kind of consumer advertising awareness that will be generated under these circumstances.

"The enormous advantage of this approach, is that we can now definitively set targets on increasing advertising awareness across all metrics, such as weight of pressure in a week, the intervals of on-air/off-air activity, as well as the number of weeks we should be on-air.

"This is a hugely powerful benefit to any client struggling in an inflationary and competitive environment who is looking to maximise investment.

"Our ultimate aim is to constantly improve on the media plans we produce for clients. Using this new modelling technology we are able to craft accountable, realistic media plans that are more efficient, leading to reduced wastage through the prevention of over and under investment."

The model brings the concept of Diminishing Returns into focus - the higher the actual advertising awareness, the more difficult it is to actually increase it any further, provided the variables remain constant, such as the impact of an execution.

Far from shying away from this type of revelation - which may in some cases lead to reduced media budgets - Belter says the agency is driving the project because of its ability to produce smarter, more effective planning.

"This is because most clients appreciate that this kind of tool will add highly tangible, bottom line benefits to their businesses in the long run."