Guideline announces tool to synchronize media
planning and performance for advertisers and agency clients
NEW
YORK, July 1, 2024 /PRNewswire/ -- Despite
continued technological innovations aimed to support rapid growth
within media advertising, the vast majority (85%) of brand and
agency marketers use Excel or Google Sheets to manage media
planning. That's according to findings of a new survey released
today by Guideline, which polled 250 brand and agency marketers
across various verticals.
"The results of this survey underpin the eminent need for
enhanced media planning technology in order to inform and optimize
billions in advertising investments – and with 65% of marketers
planning to increase spend in 2025, multi-channel advertising is at
a critical inflection point when it comes to the way media is
planned and purchased," said Scott
Knoll, Founder and CEO at Guideline.
The survey, conducted in April
2024, also revealed:
- Marketers depend on several data sources to inform their
media planning. 54% of brand and agency marketers utilize
3-5 data sources to inform their planning, while 20% use 1-2, and
nearly 18% utilize 6-9.
- There is a disconnect between insights and
optimization. While 28% of respondents indicated they
receive data daily to help optimize ad spend throughout the year,
many marketers still optimize plans on a monthly basis. In fact,
nearly 26% (25.7%) stated they alter and/or optimize ad spend
allocation monthly – with just over 12% (12.4%) optimizing daily.
This disconnect creates a lag in optimal allocation.
- Planned ad spend depends on more than previous
investments. When deciding where to allocate ad spend
while making yearly plans, over 48% indicated they base their
decisions on channel or medium successes from the previous year;
nearly 31% indicated "based largely on spend allocations from the
previous year;" and nearly 21% indicated "based on conversations
in-market." While the planning process has historically remained an
annual occurrence, today's media landscape requires a more frequent
cadence when it comes to the optimization of planned
investments.
In conjunction with the release of these findings, Guideline
announced today the launch of Guideline Planning, a centralized
planning management solution that allows advertiser and agency
clients to plan, allocate, visualize, analyze, and optimize their
media plans – delivering unprecedented insight to ensure maximized
investment outcomes.
With insight into both sides of the media investment process,
marketers and agencies now have a holistic view across all facets
of the planning process in one, centralized platform. Guideline
Planning offers over 20 API integrations for marketers to automate
campaign insights and reporting, while monitoring campaign progress
and performance to create optimal efficiency.
To learn more about Guideline Planning, visit guideline.ai.
About Guideline
Formed in 2020 as a partnership
between Scott Knoll, David Hahn, Michael
Iantosca, and GTCR, Guideline is the world's most trusted
authority for accurate media data and collaborative planning tools
to guide your advertising decisions. With the 2022 acquisitions of
Standard Media Index and SQAD, as well as the 2023 acquisition of
Mediaocean's Lumina, the company offers a single source of truth
for advertising spend and pricing data that provides unprecedented
accuracy and transparency across the media industry as well as a
powerful centralized media planning platform that delivers
collaboration, efficiency, and analysis across multiple global
media teams and agencies in one interface. To learn more about
Guideline, visit guideline.ai. Follow us on LinkedIn.
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SOURCE Guideline