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Hase und Igel
Hase und Igel

Media Planning

On The Right Channel at The Right Time

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The Most Creative Campaigns are Lost if No One Notices Them

Choosing the best channels for communication and marketing is therefore crucial. But that’s not the end of the story: the perfect medium won’t do you any good at a time when no one is consuming it. Our solutions help you automatically find the best combination of channels and timing for your target – with the right budget.

Media Planning with NEUTRUM:
What is it?

Hand on heart: How intelligent is your media planning really? Do you still buy contacts in target groups (and who guarantees that they are really sitting in front of the screen)? Clicks (which may not be real or may bounce immediately)? Conversions (with which cancellation rate and which customer value)? Do you know if you get twice as much performance for twice as much budget? How about buying impact instead of performance? The combination of Big Data Analytics and AI makes exactly that possible: the analysis of behavioral data from the relevant product context makes the effect of advertising quickly and clearly measurable – independent of the marketers’ data and also for channels that are considered “untrackable”. Machine learning shows the patterns – for example, by sales or activation probability per day and time – and delivers media mix modeling that is precisely aligned with your goals.

NEUTRUM Applications for Media Planning

Traffic und Werbung im Wettbewerb
NEUTRUM

AI Targeter

In the Right Place at the Right Time

On which channel and when do I optimally address my customers? And where is the competition? Discover it with the AI TARGETER:

  • Best Sales & Marketing Intelligence Tool (Stevie Awards 2022).

  • Contextual & Semantic Targeting without Cookies

  • The right content on the right channel at the right time

  • Including competitor & advertiser analysis

NEUTRUM EVO OPTIMIZER
NEUTRUM

EVO Optimizer

Control Instead of Just Measuring

How well are my products, channels & campaigns performing? Am I using my budgets correctly? The EVO Optimizer reveals it:

  • Best Business Technology Solution for Marketing (Stevie Awards 2022 and 2023)

  • Evaluate success for all channels and entire funnel

  • Real-time benchmarking against demand, competition & environment

  • AI recommendations on budget, channel mix & optimization opportunities

What does Media Planning do for me?

  • Identify in advance which times on which channels promise maximum impact and efficiency.
  • Discover the interactions between advertising media and thus the optimal cross-media mix.
  • Make yourself independent of the information and promises of inventory marketers.
  • Plan on your goals and your business, instead of on some generic metrics.
In marketing, there is nothing more money is spent on than media. Consequently, nowhere is the leverage so high to make more sales with the same budget through a better mix, better flights and better placements – or to achieve the same sales with less budget.

Success Stories

mediaplan

The Unvarnished Truth

Media Plan automatically offers its customers full transparency about the ROI of advertising measures and uses AI to find the optimal media mix.
Read this Story
. Attack the Competition precisely

Attack the Competition Precisely

To achieve rapid success, a manufacturer of document management systems wants to understand how its competitors operate before entering a new product segment: what strategies they pursue, which channels they are present in, and what budgets they operate with. Hase & Igel helps them attack with the right tools.
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. Attack the Competition precisely

Listening to the Youth

In order to give more space to the interests of young people in media and politics, the foundation uses two applications from Hase & Igel, which use communication in journalistic and social media to determine the optimal media, influencers, occasions and times for positioning on the topic of generational justice.
Read this Story
4.3 WhatzDogs 1

Who Let the Dogs Out?

WhatzDogs wants to make life with dogs less stressful. For the successful market launch of the new app, it is important to find out what issues dog owners are concerned about in which situations, where they go for advice and how and when it is best to reach them. Hase & Igel’s tools show the way for content strategy, channels and timing.
Read this Story

Media Planning

à la NEUTRUM – that's how we do it …

  • We don’t rely on the usual combination of marketer data and surveys – instead, we measure across the relevant market where you reach your target audience and when, and how people respond to advertising.
  • The “data pots” we tap into include, for example, searches, media articles (incl. social), websites, advertisements placed and job ads, user flows on the web and in physical space – but also structural data, e.g. on population, purchasing power and weather, which help to classify developments.
  • Because we study actual behavior, we make transparent what people really do and what they respond to. This often differs from what emerges from interviews or panels
  • Because we measure continuously, we see quickly and seamlessly where behavior changes – and our AI recognizes patterns in it that allow clear attribution to advertising measures.
  • Based on this data and patterns, our system shows you directly which media mix at which times and with which budgets will best help you achieve your goal.

And how do I get my Media Planning now?

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1 Appointment

Get a non-binding appointment right now, where we can discuss your request together. This way, we can find the optimal configuration (and, if necessary, combination) of our tools for you and create an offer.

2 Setup

If you give us the go-ahead, we will set up your solution and either provide you with the software with which you can carry out the analyses yourself, or deliver the collected and analyzed data to you in the software.
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themennavigator x

3 Conclude & Analyze

Our solutions support you in drawing conclusions and decisions from the analyses. But we are also available to you personally as experienced sparring partners – everything is possible, nothing is mandatory.

Frequently
Asked
Questions

  • Isn’t that just for performance marketing?

    Not at all! With our system you can include all your advertising media – from display to large-scale, from search engine to mailshot, from radio to podcast. We would be happy to show you real case studies – arrange a meeting to get to know us!

  • Do I have to bring my own historical data?

    Even with our system, you will always get the best results if you already have your own experience to feed into it. But unlike most other systems, this is not a necessary prerequisite with us: even for channels or products that you have not yet advertised, our solutions with high model quality lead you to media planning that optimizes for the expected effect and not just for contacts, clicks and the like. Not least because our system also learns from your competition.

  • How far can I bring in my own targeting and attribution models?

    Attribution models can be customized in our solutions – so we can build on your existing standards together.
    When it comes to targeting and target group segmentation, however, you’ll have to make a change with us in that we target and evaluate purely contextually – in other words, according to behavior, not socio-demographics. Sounds exotic? Works great – let’s just chat! Arrange a meeting to get to know each other!

  • Is media planning a consulting project for you or can I do it myself with your tools?

    Oh dear, there it is – the question of all questions. And you already guessed the answer: It depends. It’s a stupid answer, we know. But that’s the way it is. Basically you should expect a five-digit amount, in rare (less complex) cases it can be four digit. The drivers for costs are:

    • How many and which advertising media do you want to analyze?

    • What data do you already feed in yourself and what new data do you want to collect via our tools?

    • How complex is your setup of products, campaigns, regions, etc., according to which your media planning should be differentiated?

    • Do you operate the tools yourself, or should we do it for you and upload the results directly?

    These are the questions we will clarify with you in a free initial consultation. Arrange it now!

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Media Planning
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