Masterplan – automatic plan optimisation

 

The masterplan feature is used to automatically generate an optimum booking plan for freely-definable target groups.

The algorithm uses the permutations of media and frequencies to calculate the best solution for the plan targets of reach, plan costs or exposure range.

The optimum plan is found when one of these goals has been achieved.

 

 

Plan optimisation considers time slices for digital media and single issues for the print sector. Media items without pricing information are automatically excluded from plan optimisation.

Following the selection of media as potential plan candidates, the following optimisation settings can be made:

 

 

Planning period

Planning period values are used to calculate the maximum number of bookings for each medium in the selection.

 

Time (radio) from/to

For plans with radio bookings, an option is provided for you to define a time slot.

 

Minimum/maximum bookings

Here, you can preconfigure the required minimum/maximum bookings for all media contained in the plan.

 

Maximum plan costs

Enter the available budget.

 

Exposure range from/to

Set the desired exposure dosage 

 

Regional modulation (radio)

For national counts, the regional modulation ensures a uniform distribution of GRPs throughout Germany's federal states. The precondition here is a national target group and a national broadcaster selection.

 

Examples of optimisation goals

Reach (e.g. 70%): Set costs to maximum and do not define an exposure category.

Costs (e.g. € 3,000,000.00) Set reach to 100%, do not define an exposure range.

Exposures (e.g. min. 10 exposures): Set reach to 100% and set costs to maximum.

 

The Optimal plan is displayed in the first row of the table.

 

 

The "Loss" column specifies the amount contributed by each medium. If the medium "Spiegel" were to be removed from the plan, for example, then the plan's reach would drop by 9.6%.

 

The "Gain" column indicates the gain that would be achieved by another placement of medium x for the "Optimal plan".

 

The plan can be accepted as a new plan for the media plan list by selecting "Accept plan".