In Australia, Kantar has launched a cross-channel platform called Media+BOSS, to help brands and media agencies simulate media campaigns and forecast the expected impact on the brand.
Media+BOSS (Brand Optimising Simulator Software) uses data sourced from Kantar's proprietary 'Cross Media' database on actual campaign results involving more than 30,000 individual respondents, to allow clients to understand the impact of moving their budget between different media channels, or the impact of including a media channel they haven't previously used. Through an evidence-based approach, the platform can be used to identify the ideal mix and spend allocation, using findings from actual media campaigns to explore the ideal media investment split. In addition, the platform has been designed to help users understand the multiplier effect across channels, such as how reduction of spend in one channel can impact the effectiveness of another.
Mark Henning (pictured), Kantar Australia Executive Director Media and Digital, comments: 'Media agencies have access to a lot of data to plan media and measure media campaigns, but a major gap in the market is the ability to plan and optimise to brand metric outcomes. Using Media+BOSS means brands can answer key budget planning questions upfront and ascertain a clear value proposition. Media+BOSS delivers a market-winning platform filling the gap as to which channels produce the desired brand outcomes and help predict an optimal budget allocation.'
Web site: www.kantaraustralia.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.