CEO at Econsultancy
13 April 2004 06:42am
What do people use for planning media buying online at the moment? There aren't any industry standard tools or resources that I'm aware of?
A large telco recently asked me where they would find information on which UK websites are most popular/influential for the following age groups: under 15's; 16-18's; 19-24's. Where would you go to get this kind of data?
There's ABCe's data, of course, (at http://www.abce.org.uk/cgi-bin/gen5?runprog=abce/abcedata&type=search&p=&menuid=abce_database|search) but that doesn't include demographic information - or, at least, not always and the database is not searchable by age range.
There's also the Mediatel informatio (http://www.mediatel.co.uk/mediatel_new/home/html/main_sectionnew.cfm?uid=040413062838&homesection=newmedia&leftmenutype=what) - do people use this?
Centaur used to have a product called Omega, I seem to remember, but that seems to have gone by the wayside?
I've looked for this information before with no luck so any pointers gratefully received. If there is no such thing, surely there is a gap in the market?
Online Channel Manager at Sangamo Ltd
13 April 2004 10:54am
Gap identified now we just need to fill it.
CEO at egaming 2.0
13 April 2004 16:23pm
Take a look at atlasDMT; they had an interesting idea of compiling various marketer's data and views on media properties into their ad planning engine--looked mighty US centric last time I saw it but it was quite a few months ago.
As nice as a planning tool would be, some sort of 3d party confirmation that I received what I bought, a la BARB for TV, would be way nice as well.
On 10:54:21 13 April 2004 david shaw wrote:
>Gap identified now we just need to fill it.
22 April 2004 07:08am
To answer my own question a little on online media planning tools, there are the following to consider:
1. DoubleClick MediaVisor
I hadn't come across this one until I found out about it yesterday - at DoubleClick's Insight conference. Apparently it's currently only available in the US but is coming to Europe soon. It is a buying and planning tool which incorporates data from various sources but also includes its own 'Site Directory':
"Site Directory is bundled with MediaVisor to provide comprehensive operational information on more than 6,000 websites in a web-based, searchable database that allows quick exportation of sites selected into media plans."
2. IMS WebRF
"Our software incorporates the complete Internet planning process – from identifying target-appropriate Web sites and schedule building, to optimisations and frequency distribution analysis.
Buyers and sellers of Internet advertising space now have the same tools and information that have previously been available to other media. WebRF uses actual respondent level data. Monthly data is available from Nielsen//NetRatings' panels measuring people's online activity and is backed up with a wealth of demographic information. So there's no modeling, just real results."
As the above blurb makes clear IMS are a sister company of Nielsen//Netratings. The latter actually provide the data to power IMS's tool.
3. Nielsen//NetRatings Web RF
"WebRF – the online industry’s only comprehensive reach and frequency media planning tool from Nielsen//NetRatings and IMS – gives you sophisticated planning capabilities previously available only to traditional media. For the first time, you can access real Internet advertising campaign statistics in terms comparable to other media.
WebRF offers an unrivalled view of Internet advertising. It covers the complete Internet planning process – from identifying target-appropriate Web sites and schedule building to optimizations and frequency distribution analysis. Combining Nielsen//NetRatings’ extensive online consumer research with IMS software, WebRF gives you one source of reliable, accurate information, whatever your objective."
Not sure how developed their UK panel is to avoid skewed data for the UK...? Also, like with BARB for TV ratings where programs with small viewer numbers don't rate at all, lower traffic sites won't register in the panel data. Not a problem if you're interested in the most popular, highly trafficked sites, but not much help if you're after niche interest sites (e.g. for B2B).
4. comScore AiM
"AiM 2.0 is the only service to combine continuously observed Internet behavior measurement with comprehensive attitudinal, lifestyle and product usage data from the same representative consumer panel. This technique ensures the highest level of data integrity and accuracy.
Fully integrated with the state-of-the-art MyMetrix reporting interface, AiM provides agencies, advertisers and media sellers with access to comprehensive consumer information, including: technology ownership and usage, demographic, lifestyle, attitudinal, product purchase and offline media consumption data."
These guys compete directly with Nielsen//NetRatings using the same panel measurement methodology. So the same caveats apply (see comments on Nielsen above).
Not really a media planning tool for ad agencies as such. Hitwise bill themselves as providing "competitive intelligence" and base their data on ISP logs (the rumour mill says by that they mean just Freeserve's log data) so it is effective for aggregating traffic stats but less good for demographics and more detailed user-centric metrics. I seem to remember though something about Hitwise creating their own user panel to be able to provide this...? Again, currently more focused on site owners than media planners / buyers.
Definitely not a commercial grade media planning tool but if you've got no money, and can accept pretty skewed stats, and are just after a sense of relative traffic levels between similar sites then worth a try...
We, for example, get a small amount of pleasure from comparing ourselves to other sites in our sector. For example, newmediazero (NMA's) site:
If this is true I'd think twice before spending too much on reaching a wide audience there...
02 April 2009 11:01am
To reply to my own thread and update it with a few more that I've come across recently:
Site owners can tag themselves with a Quantcast tag and get measured so that media planners can query the data. More details on services for the media planner here.
8. DDS iDesk
Campaign management for digital media from Donovan Data Systems, the "leading systems and software provider to the advertising industry."
"A specialist software company supplying bespoke administration and trading systems for the media and marketing industry." WPP has a minority stake in them.
Developed by digital media agency i-level and now made available to other agencies and media owners.
Executive Vice President EMEA & Asia at Econsultancy
02 April 2009 12:12pm
Also not commercial grade, but similar to Alexa.
From their site: A diverse sample of 2,000,000+ U.S. Internet users that have given us permission to analyze the web pages they visit and ask them questions via surveys.Powered by the largest pool of online consumer behavior data in the industry, Compete.com is the only online competitive intelligence service that combines site and search analytics in one site to help you quickly master online marketing. With Compete.com, you can identify rival search marketing strategies to take your SEM and SEO efforts to the next level, and stay on top of rivals with site metrics and audience profiles.
Account Manager at Smart Focus Digital
02 April 2009 14:16pm
As an online media planner its an interesting question and an issue we explore quite frequently at our agency.
We experimented with comscore and nielsen and found that they could give us a good indication of what sites were quite good in certain areas but we also thought that anyone with a good grip of search engines could also work out website strength based on search results.
We also found them to not be entirely accurate, sites we knew not to be as large as others were appearing higher up in rankings and not all sites seemed to be included. I think this is because its based on a sample of net users rather than all users.
What would we use to find out useful sites for certain age groups? Hard to say really although all those tools Ashley mentions will give you a rough indication. What I would say though is that you probably wouldn't want to plan your media in that way anyway if you wanted an effective campaign. Biggest isn't always best.
CEO at Tilf AB
07 June 2013 16:18pm
I use http://www.mediatool.com as online media planning software. Maybe it's not exactly what you are looking for, but it's a really good tool for internally having control of our media plan.
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