Integrated Advertising Optimization is a technique (with patents awarded and pending) that is designed to include all factors that might influence the value of an ad in an advertising campaign. Anything that can either be measured (such as cost or exposure) or estimated (such as response or recency) can be included in the optimization process.
These factors can be grouped into five general categories:
None of these factors are new to media planning. All are either commonly quantified in measuring the effectiveness of advertising campaigns or are frequently evaluated subjectively in the context of making advertising decisions. What is new is the integrated nature of this media planning method; the way it combines these factors to contribute to informed decision making.
Integrated Advertising Optimization is sufficiently flexible to accommodate a variety of beliefs about advertising, how audiences behave, and how they respond to advertising. If, for example, you want to optimize on
, the method will accommodate it. If you want to optimize on
, that is supported also. If some type of program
and involvement needs to be considered in gauging the variations in the level of message understanding, the technique allows including that data.
It provides mechanisms for explicitly including virtually any type of information that may contribute to, or detract from, the value of advertising exposures, and it provides a way for systematically applying information and beliefs to the decision making process so that the resulting decisions can be entirely consistent with the information available.
For more information, see Integrated Advertising Optimization .