Following its recently launched out of home consumer insights with TNS Research Surveys, Primedia Unlimited is adding further value to clients, media planners and strategists, under the guidance of independent media consultant Gordon Muller, by bringing a brand new proprietary media planning tool to market called The Dream Catcher.
Available to the industry online at www.primedia-unlimited.co.za/dreamCatcher/index.html and soon as an iPhone and Blackberry application, the Dream Catcher is essentially an interactive spider diagramme, which plots quantified Noticeability, Familiarity and Trust Indices (such as frequency, impact, dwell time, creative flexibility, relevant segmentation and emotive response) against various media within the Primedia Unlimited stable. These include Building Wraps, Larger Format signage, Washroom Advertising, Parkade Billboards and In-mall media.
Users are able to plot the elements of their proposed campaign against equivalent scores generated by consumers (gleaned from an existing TNS survey) as well as the AMF (Advertising Media Forum) - rating the individual media applications and enabling users to effectively assess the qualitative strengths and weaknesses of the various media platforms against campaign objectives. Using a simple mapping overlay, the Dream Catcher produces a quick visual image of the qualitative attributes of various media types, which can then be printed or saved as a pdf or image for insertion into media plans.
‘We’re excited to take this first of its kind tool to the industry,’ says Ken Varejes, CEO of Unlimited. ‘We have no doubt that it will assist media planners, strategists and clients in selecting and combining the Unlimited platforms that are most suitable to meet their individual intended objectives. It’s great to see research supplied in a practical format that the industry can utilise. This is an exciting step forward for the Unlimited team as well as the out of home category.’ |
