The constant evolution of the Television world, planning complexity on this media and the continuous search to satisfy all individual needs of each client, were the main reasons leading to a precise focus in the constant improvement of Planview by Markdata, providing a powerful tool for Global Media planning. The experience and know how acquired with Planview implementation in several countries it’s also a major factor for Planview development.

As a consequence of the boom verified in the early nineties in the media market the advertising process became segmented leading to a higher specialization in the planning and buying space media.

Planview was our answer for Planning Advertising Campaigns on All Medias supplying important information about quantitative and qualitative optimization. An important tool for a global communication strategy giving competitive advantages to our clients consistent and optimized strategic approaches. Its versatility with a user-friendly usage had made this software a pattern model in the media environment.

Planview allows our clients to respond immediately to market changes and user requirements due to its continuous development.

Some Features

Key Features

• Sub Campaigns definition and evaluation
• Multi Target Planning
• Planning by Cost per Grp
• Plan analysis for several response curves
• Plan Analysis for several spots
• Several options for Constant Panel creation
• Automatic Control for planned VS broadcasted insertions
• Sub Campaigns Definition
• Strategy definition
• Different Optimization Criteria’s
• Reporting Module

Ranking

A module for support/insertions selection, composed by historical data for breaks, time periods and day parts. Allows to visualize supports in several ways: by days, variables and to organize the analysis information by one or more support characteristics (Channel, Day, Day Part).

Calendar

Building a Plan is based on probabilistic values automatically evaluated insertion by insertion. Easy to manage and rich information are the most important characteristics of this planning module. Support Sort and organization are functions that allow the user to visualize supports under different perspectives. So, it’s possible to assign one or more characteristics to multiple supports simultaneously.

Panel Definition

Constant Panel optimization for several plans or essays is a factor of major importance in plans valorization. The evaluation process implies the selection of the sample method for the Reach & Frequency computation.

Available methods Continuous Panel 100%:

• composed by individuals who were present in all the days of the evaluation period. Union Panel At Least One: composed by individuals who were present in the evaluation period, at least one day.

Best Fit:

• build the Constant Panel where ratings are closer to the daily ratings of the analysis period.

Intermediate Panels Free:

• gives the user the possibility to set the maximum number of days that individuals can miss the panel to build the Constant Panel, for a N days period.

Optimization

Optimizing the effectiveness of a Plan is the goal of media optimization tools. Maximize the Effective Reach at a lowest Cost is the criteria used in the optimization process. Based on the defined goals in the Strategy module Optimization has two different methods for plan optimization: Step-by-Step: from the supports selected in Ranking and taking into account the active response curve, Planview generates an optimum plan is build with the best effective reach for the establish goal (Cost, Coverage, Grp).

Data Checking

Campaign evaluation control, day-by-day, coordinating insertions planned and real insertions broadcasted. Through an automatic process the user is able to verify in the next day which insertions were broadcasted and to evaluate the coverage and Grp differences between the plan and the real.

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