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 its new 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 a sample of integrated media planning tool vendors and their offerings, including IRI TV Planning and IRI Digital Planning.
Gartner, Market Guide for Integrated Media Planning Tools, 30 October 2019, Eric Schmitt
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