Integrated media planning tools track “where, when and how money will be spent, target audiences, and expected results.” We believe that planning TV advertising spend around audiences that are more likely to buy and planning digital advertising campaigns based on purchase propensity and viewability can help marketers realize an increase in media efficiencies.
In this report, Gartner provides key drivers of today’s market direction, including but not limited to:
- Changes in media consumption patterns
- Changes in the mix of paid advertising spend
- A new generation of video-centric capabilities gaining traction
In the research, Gartner also mentions IRI as part of a sample of partners who enable digital and TV planning. To receive a copy of this report, please contact Tanya.Shuckhart@IRIworldwide.com
Gartner, Market Guide for Integrated Media Planning Tools, 30 October 2019, Eric Schmitt
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.