Revisiting mediaplanning models assumptions

Addressing the growing demand of the advertisers for more accountable media decisions and increased vehicle selectivity the industry needs to revisit its current practice and decide whether the aging mediaplanning models in use are still valid or not. Most of them have been designed at a time when limited processing capacities imposed simplified mathematical assumptions in order to make possible real time evaluation of the reach and frequency distribution of the media schedules. Also, one could wonder whether it makes sense or not, to built sophisticated optimizers if the basic media planning models behind lack of realism. The purpose of this paper is to revisit the nature of some of the assumptions underlying the current mediaplanning models and to identify new routes for improvement.

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