Guide To Resources

INTRODUCTION
TO THE
GUIDE
results
insights
ideas
Over the course of the Vision process, teams will

find themselves making decisions across a wide
variety of topics. In the absence of data,
developing the overall strategy would be limited to
intuition and hunches.
Fortunately, we invest in a comprehensive suite of
planning tools and resources which can help.
These will equip you to develop, employ, and
justify your decisions at all of the different
junctures you encounter.
Navigating our list of resources on your own would
be a daunting task. This is where the Guide will
come in handy - its purpose is to simplify and
contextualize everything at your disposal: When
should I use this? What does it do? Why does it
improve my decision making?
Got it? Good! Lets jump in
OUR PARTNERSHIP
results
insights
ideas
As with most things, the best results from our resources are produced when people with
different backgrounds collaborate together. The level of involvement from the planning
team and research team will differ from task to task, but certain tools typically require
more support than others.
The important thing to remember is that youre not in this alone. The research team is
here to provide both basic support for the tools as well as to act as consultants when
developing innovative solutions and applying the data more creatively. Here is what the
spectrum looks like:
Planning Team
Research Team
After getting set up, the planning
After receiving input from the planning
teams conduct analysis with little
team, the research team conducts a
involvement from the research team
majority of the analysis
The planning and research teams
contribute evenly throughout the

course of the analysis
THE FACT SHEET
results
insights
Relevant Stage(s) of Vision

ideas
WHO?
Planning Team
Research Team
WHAT?
DOES THE TOOL/RESOURCE
DO?
WHEN?
IN THE PLANNING PROCESS WOULD THE

TOOL/RESOURCE BE MOST USEFUL?
WHERE?
CAN I GET ACCESS?
WHY?
DOES THIS IMPROVE MY STRATEGY?
THE FACT SHEET (CONTD)
results
insights
ideas
INPUTS
OUTPUTS
Required
What are the minimum inputs
needed to get the tool up and
running?
Optional
What extra data can you enter
to produce better results?
What do the results from the tool

look like?
INSIGHTS
results
insights
ideas
This is the fundamental stage of the planning process. During the Insights stage, you will
learn about who your target audience is and what makes them tick. Relevant resources
during the Insights stage are largely consumer surveys and trend reports.
CONSUMER SURVEYS
TREND REPORTS
AUDIENCE ANALYSIS
ERDOS & MORGAN
THE ARF
CLEAR DECISIONS CROSSTAB
EXPERIAN SIMMONS
DATAMONITOR
MEDIADAY
GFK MRI
EMARKETER
INTERPRET
FORRESTER
IPSOS AFFLUENT
STUDY
ICONOCULTURE
MARS
MINTEL
SCARBOROUGH
WARC
VERONIS SUHLER STEVENSON
IDEAS
results
insights
ideas
Its time to apply what youve gleaned from the Insights phase. In the Ideas stage, you will
find the appropriate channels and tactics through which you can have productive
communication with your target audience. Relevant resources include case studies, audience
data, and optimization tools.
DIGITAL
PRINT
COMSCORE R/F
COMSCORE MEDIA METRIX
ADMEASURE
CLEAR DECISIONS RANDF
COMSCORE VIDEO METRIX

HITWISE
NIELSEN ADRELEVANCE
HALLS
RADIO
MARKET MATE RADIO
TV
MARKET MATE TV
SRDS
GEOGRAPHY
CLARITAS BUSINESSPOINT
CLARITAS CONSUMERPOINT
CLARITAS PRIMELOCATION
MULTI-MEDIA
THE ARF
AWARENESS MODEL
IMS PAL
MEDIADAY
NIELSEN MONITOR PLUS
OPTV
PALETTE CP
SCENARIO ALLOCATION
SCENARIO CHANNEL PLANNING
SCENARIO FLIGHTING
SCENARIO FREQUENCY
SQAD
WARC
RESULTS
results
insights
ideas
After all is said and done, did it work? The Results stage is all about measuring how your
campaign performed. Relevant resources include tracking studies, dashboards, and audience
posting data.
AUDIENCE MEASUREMENT
ALLIANCE FOR AUDITED MEDIA (ABC)
ADMEASURE
BRAND HEALTH
AWARENESS MODEL
ERDOS & MORGAN
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
A syndicated consumer survey Includes information on

demographics, psychographics, product usage, and
media consumption of more than 2,000 opinion leaders
(individuals who strongly influence on business, social,
political, environmental and educational issues) per year.
WHEN?
Insights When learning about who your target audience

is and what they are up to.
WHERE?
Through Clear Decisions. Contact the Helpdesk for

access.
WHY?
Allows you to access information from thought leaders

not available in other studies. Approximately 100
publications, 125 websites and 50 broadcast and cable
programs are included in the study.
EXPERIAN SIMMONS
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?

demographics, psychographics, product usage, and media
consumption. Released twice per year with ~25,000
respondents each release. Oversamples among Hispanic
audiences and reports data on Spanish language media.
WHEN?

WHERE?

access.
WHY?
To develop your target and give perspective on who you

are marketing to. Generally speaking, what media they
are using, what messaging will resonate with them, and
what products they are buying. Specifically, provides
superior data on Hispanics as compared to other
consumer surveys.
GFK MRI
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?

respondents each release. Magazine audience data from
MRI is the industry standard.
WHEN?

WHERE?

access.
WHY?

what products they are buying.
INTERPRET
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?

media consumption. Released quarterly with ~9,000
respondents each release. Specialized in video game and
emerging media research.
WHEN?

WHERE?
To register, contact Alexandra Place:

alexandra.place@interpretllc.com
WHY?

what products they are buying. Released more
frequently than other syndicated consumer surveys and
contains research on more current media types and
gaming.
IPSOS AFFLUENT STUDY

(MENDELSOHN)
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?

media consumption. Released annually with ~13,000
respondents. Provides media habits, lifestyles, behaviors,
and attitudes of high income households (HHI > $100K).
WHEN?

WHERE?

access.
WHY?

what products they are buying. Used to understand the
habits of the affluent purchasers of luxury goods and
services.
MARS
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?

media consumption. Released annually with ~20,000
respondents. Specialized in research on ailment
conditions, drug brand usage, and other information
concerning pharmaceuticals and healthcare.
WHEN?

WHERE?
Clear Decisions on desktop. Contact the Helpdesk for

access.
WHY?

what products they are buying. Used to better
understand the habits of targets in the health and
pharma category.
SCARBOROUGH
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?

total respondents across 120 local markets each release.
WHEN?

WHERE?

access.
WHY?
To develop your brands target audience and give

perspective on who you are marketing to. Generally
speaking, what media they are using, what messaging
will resonate with them, and what products they are
buying. Provides DMA specific detail not available in the
other syndicated consumer surveys.
VERONIS SUHLER STEVENSON
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
Communications industry historical and forecast data

Rolling reports which provide 10 year view (5 past, 5
predicted) of media spend, consumption, and other key
variables across television, print, radio, out of home, and
entertainment media. Also included are statistics on
traditional, B2B, and direct marketing categories.
WHEN?
Insights When looking to get a high-level view of

industry trends.
WHERE?
Excel and PDF reports available, email

researchtools@Annalect.com.
WHY?
Following projected trends within the communications

industry allows you to anticipate where the media market
is headed.
THE ARF
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
A media research database Access to more than 60,000

articles and case studies on media research from the past
60 years.
WHEN?
Insights When exploring overarching trends in

advertising/media.
Ideas - When determining different tactical elements of
your plan (effectiveness/responsiveness to media).
WHERE?
To register, click here.
WHY?
With few exceptions, you will not be the first advertiser

to leverage a new medium or employ a certain
technique. Research on the successes, failures, and best
practices is available to guide you as you explore new
opportunities for your client.
DATAMONITOR
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
Business insight and category trend reports - Provides

U.S. and global business information, delivering
independent data and analysis across financial and
consumer packaged goods categories.
WHEN?
Insights When catching up on new developments

related to your category.
WHERE?
To register, click here
WHY?
Categories are constantly evolving. Following the trends

insures your media campaign will be current and
relevant. Provides impartial and detailed business, brand
and category data and analysis.
EMARKETER
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
A digital research database- Searchable articles and

newsletters focusing on internet, e-business, online
marketing, media and emerging technologies from over
3,000 sources.
WHEN?
Insights When exploring how digital behaviors are

changing over time.
WHERE?
To register, click the link that corresponds to your agency:

OMG
WHY?
OMD PHD Novus Annalect BrandScience
The digital landscape continues to evolve rapidly. Even

recent predictions and estimates may no longer be valid.
eMarketer aggregates research from a wide variety of
sources to ensure you are making decisions off of the
most current research.
FORRESTER
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
A business and technology research database - Provides

proprietary research as well as consumer and business
data.
WHEN?
Insights When exploring how business and technology

trends are changing over time.
WHERE?
Limited online access. Contact

WHY?
The business and technology sectors are getting

progressively more complex over time. Keep up with the
current best practices and trends through Forresters
syndicated reports and custom studies.
ICONOCULTURE
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
Consumer insight and category trend reports - A global

consumer research and advisory firm that delivers
insights and strategic advisory services across 8 key
categories and 8 US consumer segments.
WHEN?

related to your target audience or category.
WHERE?
Contact researchtools@Annalect.com for more

information.
WHY?
Consumers and categories are constantly evolving.

Following the trends insures your media campaign will be
current and relevant.
MINTEL
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
Consumer insight and category trend reports - A

collection of research from primary and secondary data
sources. Over 700 reports are produced each year
across dozens of industries and markets.
WHEN?

related to your target audience or category.
WHERE?
WHY?
Consumers and categories are constantly evolving.

Following the trends insures your media campaign will be
current and relevant.
WARC
results
insights
ideas
WHO?
Planning Team
Research Team
WHEN?
A media research database - Includes over 25,000

articles, case studies, reports from 30+ international
sources.
advertising and media.
WHERE?
WHAT?
and enter: Login: WARC263 Password: v55tas
WHY?

results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
A survey analyzing tool Allows you to retrieve data from

the various consumer surveys that we subscribe to.
WHEN?

Ideas When determining which media properties will
have the strongest performance.
WHERE?

access.
WHY?
The consumer surveys all have proprietary software you

can use to analyze data, but all of these have their own
unique interface. Crosstab represents a unified
experience which allows for one interface to access data
across a wide range of studies.
results
insights
ideas
INPUTS
OUTPUTS
Required
Target
Relevant questions
Audience Size
Weighted and unweighted
Coverage (Vertical %)
Composition (Horizontal %)
Index
Optional
Base
Otherwise defaults to All Adults
Image of output here
MEDIADAY
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
Time spent with media survey A recontact of MRI

respondents to better understand the amount of time they
spend with traditional and digital media.
WHEN?
Insights When getting to know how much time your

target audience is spending time with various media.
Ideas When selecting media channels that will be most
relevant to your target audience.
WHERE?
Through Citrix. Contact the Helpdesk for access.
WHY?
Understanding what media your audience is consuming

will inform a range of decisions, from where you should
be investing to what types of media activations will be
most relevant to them.
COMSCORE
MEDIA METRIX
results
insights
ideas
WHO?
WHAT?
WHEN?
Planning Team
Research Team
An online audience measurement tool Reports web

traffic across a list of 250,000 web sites worldwide with
audience measurement in 44 countries and 6 regions.
Ideas When determining which web sites will have the
strongest performance.
WHERE?
http://www.comscore.com/
To register, email: kbutterfield@comscore.com.
WHY?
Provides unbiased traffic data across a range of web

sites. Provides audience, demographic, and usage
information to identify which sites are the best options to
reach your target audience.
COMSCORE R/F
results
insights
ideas
WHO?
WHAT?
WHEN?
Planning Team
Research Team
An online reach and frequency calculator Estimates

digital R/F based on time period, target audience, and
site list.
Ideas - When optimizing a multimedia schedule to reach
or frequency objectives.
WHERE?
WHY?
Helps you evaluate how your digital media is reaching

your audience and identify the levels of investment
required to achieve your R/F objectives.
COMSCORE R/F
results
INPUTS
OUTPUTS
Required (for R/F)

Time Period
Target
Media Properties
Page Views
Impressions
Reach
Frequency
GRPs
Target Audience Impressions
Optional
Market
For local market R/F
Prizm Segment
For Segment Metrix R/F
insights
ideas
COMSCORE
VIDEO METRIX
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
An online video audience measurement tool Reports

online video traffic.
WHEN?
Ideas When determining which online video sites will

WHERE?
WHY?
Provides unbiased traffic data across a range of online

video sites. Provides audience, demographic, and usage
information to identify which online video sites are the
best options to reach your target audience.
HITWISE
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
An internet click-stream tracker - Reports on how

consumers use and search the internet.
WHEN?
Ideas - When evaluating effective sites or key words for

your plan, or delving into search behavior of your target
audience.
WHERE?
Limited number of logins contact

WHY?
Provides insight into how your target uses the internet,

what websites they visit, what they are searching for.
This allows you to identify opportunities to capture their
attention as they travel through the internet.
NIELSEN ADRELEVANCE
results
insights
ideas
WHO?
WHAT?
WHEN?
Planning Team
Research Team
A digital specific competitive reporting database

Reports advertising activity (impressions and spend)
across 500,000 distinct web URLs.
Ideas When determining what digital media channels to
incorporate into your campaign.
WHERE?
Contact the Helpdesk for access.
WHY?
Gauging competitive activity in digital allows you to

identify which websites your competitors are active on
and at what spend levels they are investing in digital
media.
MARKET MATE RADIO
results
insights
ideas
WHO?
WHAT?
WHEN?
Planning Team
Research Team
A local radio reach and frequency calculator Estimates

local television R/F based on target audience, daypart
mix, and GRP levels.
Ideas - When optimizing a local TV schedule to reach or
frequency objectives.
WHERE?
WHY?
Helps you evaluate how your local TV activity is reaching

your audience and identify the levels of investment
MARKET MATE RADIO
results
insights
ideas
INPUTS
OUTPUTS
Required
Markets
Primary demo
One or more of the following
by daypart:
GRPs
# of Spots
% of GRPs or Dollars
Deliveries by market
R/F, Gross Impressions, # of spots
Frequency report
NTile report
Schedule Comparison report
Market/Demo/Ratings reports
Campaign length
# of weeks
Optional
CPP by market to compare
plan costs
Secondary demo(s) to
understand delivery across
multiple targets
MARKET MATE TV
results
insights
ideas
WHO?
WHAT?
WHEN?
Planning Team
Research Team
A local television reach and frequency calculator

Estimates local television R/F based on target audience,
daypart mix, and GRP levels.
Ideas - When optimizing a local TV schedule to reach or
WHERE?
WHY?
Helps you evaluate how your local TV activity is reaching

your audience and identify levels of investment will be
MARKET MATE TV
results
insights
ideas
INPUTS
OUTPUTS
Required
Markets
Primary demo
One or more of the following
by daypart:
GRPs
# of Spots
% of GRPs or Dollars
Deliveries by market
R/F, Gross Impressions, # of spots
Frequency report
NTile report
Schedule comparison report
Market/Demo/Ratings reports
Campaign length
# of weeks
Optional
CPP by market to compare
plan costs
Secondary demo(s) to
understand delivery across
multiple targets
ADMEASURE
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
A magazine audience measurement tool Measures

magazine ad ratings and effectiveness for individual
issues of 190+ magazines.
WHEN?
Ideas When determining which print titles will have the

Results When posting campaign delivery results.
WHERE?
Contact researchtools@Annalect.com for access.
WHY?
Magazine ads are purchased on the issue level, but

audiences have typically been reported at the average
audience level. AdMeasure provides issue specific
readership and ad performance scores (recall, brand
disposition, intent to watch/buy, etc.) which more closely
reflects the way the magazine ads are purchased and
consumed.
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
A print reach and frequency calculator Estimates print

R/F based on magazine insertions.
WHEN?
Ideas - When optimizing a print schedule to reach or

WHERE?

access.
WHY?
Helps you evaluate how your national print campaign is

reaching your audience and identify the levels of
investment required to achieve your R/F objectives.
results
insights
ideas
INPUTS
OUTPUTS
Required
Print Schedule
Reach
Frequency
GRPs
Impressions
List of print titles
Number of insertions by title
Target Audience
Optional
Rate file
HALLS
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
Magazine content analysis - Reports on the total lines,

pages, and percent of editorial pages per magazine.
WHEN?

WHERE?

information.
WHY?
Magazines can become a cluttered environment for

advertising. Understanding the ratio of advertising to
editorial content can point you towards titles where your
placements will stand out.
SRDS
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
A vendor database - A comprehensive list of standardized

ad rates, circulation data, publisher contact information,
online media kits, and audit statements for magazines
and newspapers.
WHEN?
Ideas When looking to contact vendors who you do not

have an established relationship with.
WHERE?
WHY?
Helps you get the ball rolling when you do not have any
specific data on the vendor. Generic ad rates and
circulation data help you determine if a lead is worth
following up on. In the event that more specific data is
needed, SRDS also provides contact information on who
you follow up with.
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
B2B targeting software A database of business stats,

including sales, brand retail locations, and the locations
of key competitors.
WHEN?
Ideas When determining what local strategies may be

successful.
WHERE?

information.
WHY?
Information on retail locations or sales data can be hard

to find or pieced together from various sources.
BusinessPoint houses the data together in one place, and
provides access to data on the competitive environment
which may not otherwise be available.
results
insights
ideas
INPUTS
OUTPUTS
Required
Industry or individual
company/franchise
Full Analytical Point Output
Employees, Local and Total Sales, Location Type, Year of
1st Appearance, Latitude & Longitude etc.
Market Potential
DMA, drive time, radius
Evaluate the penetration within a market
Business Targeting
Optional
Specific geography
Business Name & ID, Full address, Local and Total
Identify and locate your competitors
results
insights
ideas
WHO?
WHAT?
WHEN?
Planning Team
Research Team
Mapping visualization software Produces heat maps of

local data that is linked with the MRI database and
PRIZM clusters.
successful.
WHERE?

information.
WHY?
It can be difficult to identify patterns in lengthy data sets

filled with zip codes or DMA names. Visualizing the data
by geography brings trends to the surface and helps
identify regions where strong or weak performance is
widespread.
results
insights
ideas
INPUTS
OUTPUTS
Required
Target Definition
PRIZM, MRI, or Simmons definition
Optional
Geography
i.e. State, DMA, Zip etc.
Product or Media Variables
Market Overview-Segmentation
distribution and concentration
Profiler-Profile comparison, segment
consumption
Lifestyler- Target segment measures
Locator- Market potential, actual
penetration, dominant target
Thematic Maps- cosmetic areas and
standard geographies
results
insights
ideas
WHO?
WHAT?
WHEN?
Planning Team
Research Team
Mapping visualization software Produces heat maps of

local data (census demographics, custom variables) by
zip code DMA, county, state or other designation.
successful.
WHERE?

information.
WHY?
It can be difficult to identify patterns in lengthy data sets

filled with zip codes or DMA names. Visualizing the data
by geography brings trends to the surface and helps
identify regions where strong or weak performance is
widespread.
results
insights
ideas
INPUTS
OUTPUTS
Required
Target Definition
i.e. Age ranges, Income breaks, Gender etc.
Optional
Custom segmentation
Site information/Business
locations
Category details
Demo/ Site info

Census data
Locator- Market potential, actual

penetration, dominant target
Thematic Maps- cosmetic areas and
standard geographies
THE ARF
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
A media research database Access to more than 60,000

articles and case studies on media research from the past
60 years.
WHEN?

advertising/media.
WHERE?
WHY?

AWARENESS MODEL
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
A predictive awareness process Anticipates awareness

levels for your brand given a media schedule and
awareness tracking data.
WHEN?
Ideas - When determining if your media schedule can

achieve your awareness goals or comparing plan options
Results When evaluating the awareness response to
your advertising campaign
WHERE?
Contact B.I. or researchtools@Annalect.com.
WHY?
Allows you to predict if a given campaign can realistically

achieve awareness goals and act as an early warning
system for hiatus periods which may negatively impact
brand health metrics.
AWARENESS MODEL
results
insights
ideas
INPUTS
OUTPUTS
Required
Weekly GRPs by media
TV by unit length, Magazine, Newspaper, Radio,

OOH, Internet
Historical and current plan options
Awareness tracking data
Current level of awareness
Optional
Retention rate
Awareness floor (minimum)
Awareness ceiling (maximum)
Modeled awareness achieved by plan
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
A survey analyzing tool Allows you to retrieve data from

the various consumer surveys that we subscribe to.
WHEN?

Ideas When determining which media properties will
WHERE?

access.
WHY?
The consumer surveys all have proprietary software you

can use to analyze data, but all of these have their own
unique interface. Crosstab represents a unified
experience which allows for one interface to access data
across a wide range of studies.
results
insights
ideas
INPUTS
OUTPUTS
Required
Target
Relevant questions
Audience Size
Weighted and unweighted
Coverage (Vertical %)
Composition (Horizontal %)
Index
Optional
Base
Otherwise defaults to All Adults
IMS PAL
results
insights
ideas
WHO?
WHAT?
WHEN?
Planning Team
Research Team
National media spill analysis Takes your national

television and magazine schedules and reports the
audience delivery within local DMAs.
Ideas When determining if local heavy-up on top of
national media is required.
WHERE?
WHY?
National media is not consumed uniformly across the

country. Running a media spill analysis allows you to
identify DMAs that are being underdelivered and may
require additional local media activity to hit their media
goals.
IMS PAL
results
insights
ideas
INPUTS
OUTPUTS
Required
Time period
Demo
Programs/Networks/Magazines
in schedule
Spill of national activity in to local

markets
Represented as a delivery index (in

the example below, New York will
receive 93 local GRP for every 100
GRP of national activity)
MEDIADAY
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
Time spent with media survey A recontact of MRI

respondents to better understand the amount of time they
spend with traditional and digital media.
WHEN?
Insights When getting to know how much time your

target audience is spending time with various media.
Ideas When selecting media channels that will be most
relevant to your target audience.
WHERE?
WHY?
Understanding what media your audience is consuming

will inform a range of decisions, from where you should
be investing to what types of media activations will be
most relevant to them.
NIELSEN MONITOR PLUS
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
A competitive reporting database Tracks advertising

activity (occurrences, spend, audience) across 18
different media types, including television, radio,
magazine, newspaper, OOH, and online display.
WHEN?
Ideas When determining what media channels/spend

levels to incorporate into your campaign.
WHERE?
Contact the Helpdesk for access.
WHY?
Keeping an eye on your competitors activity informs an

array of tactics, including identifying uncluttered media
channels, ensuring that you are not losing share of voice
in key media, and benchmarking overall advertising
spend against competition.
OPTV
results
insights
ideas
WHO?
WHAT?
WHEN?
Planning Team
Research Team
A multimedia reach and frequency calculator Estimates

cross channel R/F (television, print, online video, surfing)
based on a fusion of MRI and Nielsen data.
Ideas - When optimizing a multimedia schedule to reach
or frequency objectives.
WHERE?
WHY?
Understanding how your audience is consuming media

across channels is necessary for a complete view of
campaign performance. Historically, disparate data
sources were combined using imprecise techniques, but
the fused data set gives the most accurate representation
of total cross media consumption habits. opTV allows you
to identify media mixes which provide the greatest
possible reach for your investment.
OPTV
INPUTS
Required
Media schedules (for all media
being used)
TV - GRPs by program or network
Surfing - Impressions by site
Online Video Impression by site
Magazine Insertions by title
Optional
Media costs by channel (to
understand campaign costs)
TV - CPM by network/syndicator
Surfing - CPM by site
Online Video CPM by site
Magazine Total cost by title
results
insights
ideas
OUTPUTS
Reach optimized media mix

Reach/Effective Reach
Frequency
Gross impressions
GRPs
PALETTE CP
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
A media channel selection tool - Identifies which

communications channels are best for achieving your
campaign objectives and optimizes your media mix to
deliver them.
WHEN?
Ideas When determining which media types will be

most relevant, but prior to allocating your budget.
WHERE?
Brainbox (via Citrix). Contact the Helpdesk for access.
WHY?
What your media campaign needs to achieve depends

upon your brand, your product, and your category.
Advertising for a new product launch will have a different
set of objectives than advertising for a household staple.
Palette CP guides you in selecting your media plans
objectives (driving awareness, prompting conversation,
etc.) and informs you on which media channels deliver
them.
PALETTE CP
results
insights
ideas
INPUTS
OUTPUTS
Required
Target Audience Definition
Task profile
Channel ranking
Optimized media mix
Answers to Strategy Questions
Category, Brand, Product, Communications
Target CPP for all relevant

channels
Optional
Total budget (for optimization)
Minimum/Maximum spend by
channel
HEAVY USER
SCENARIO ALLOCATION
results
insights
ideas
WHO?
WHAT?
WHEN?
Planning Team
Research Team
A budget allocation optimizer Distributes an overall

budget across products, markets, audiences, or other
options.
Ideas - When you have received your overall budget, but
prior to designing media plans.
WHERE?
WHY?
Different investment strategies will produce different

results. Although Allocation wont be able to tell you if
you should be pursuing a growth strategy or a defense
strategy, it will show you what both of those strategies
would look like.
SCENARIO ALLOCATION
results
insights
ideas
INPUTS
OUTPUTS
Required
Markets
Brands
Total Budget
Strategic Metrics
Any metric can be used (ex. revenue,

competitive spend, market share, brand health
Optimized Budget Allocation
Allocation scenario that generates the greatest positive

impact
Performance metrics for all

investment options
Total impact, marginal impact
Charts/Graphs of all data inputs
Options for Bar, Scatter, and Bubble charts
metrics, category sales, profit margin, etc.)
Media Cost (CPP)
Optional
Halo Impact
Diminishing Returns Curves
Min/Max Investment Levels
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
A media channel selection tool - Identifies which

communications channels are best for achieving your
campaign objectives and optimizes your media mix to
deliver them.
WHEN?
Ideas When determining which media types will be

most relevant, but prior to allocating your budget.
WHERE?
WHY?
Different media channels produce different effects on

your target audience. Channel Planning selects what
media mix will generate the biggest impact from a range
of objectives (reach, brand health, sales).
results
insights
ideas
INPUTS
OUTPUTS
Required
Audience
Budget
Cost by Channel (CPP)
Optional
Min/Max budgets by channel
Custom R/F curves for media
Budget Allocation by Channel
Based on impact
Visualization of Allocation and

Impact (Graphs/Charts)
Channel investment levels
Impact/Marginal Impact
Spend vs. Impact
SCENARIO FLIGHTING
results
insights
ideas
WHO?
WHAT?
WHEN?
Planning Team
Research Team
A media flighting analyzer Calculates how different TV

flighting schedules achieve your objectives from
Frequency.
Ideas - After you have ran a Frequency analysis, but
before you have scheduled your media.
WHERE?
WHY?
Not all flighting strategies are created equal. Exploring

different options will help you determine which patterns
efficiently achieve the objectives developed in Frequency
and which ones fall short.
SCENARIO FLIGHTING
results
insights
ideas
INPUTS
OUTPUTS
Required
Frequency Setting exercise
associated with campaign
Reach Curve
Comparison of flighting scenarios
Compared based on change in effective cover
Diminishing Returns Curve
Upload your own reach curve data

(recommended) or select from default curves
Historical Media Activity
Weekly GRPs and CPPs
Planned Media Activity
Weekly GRPs and CPPs
Optional
Seasonality Effectiveness Index
(SEI)
Promotion Index (PI)
Custom flighting scenarios
SCENARIO FREQUENCY
results
insights
ideas
WHO?
WHAT?
WHEN?
Planning Team
Research Team
A frequency objective generator - Determines the

number of times a consumer needs to be exposed to an
ad before taking action.
Ideas - After the campaign strategy has been
determined, but before developing a flighting strategy.
WHERE?
WHY?
Frequency objectives vary on a case-by-case basis. The

amount of motivation required for someone to consider a
can of soda is quite different than that required to
consider an automobile. Frequency determines the
number of overall times a consumer needs to see a
message before responding, the number of exposures
that need to be recent, and how long it takes a consumer
to forget an advertisement.
SCENARIO FREQUENCY
results
insights
ideas
INPUTS
OUTPUTS
Required
Category
Select from a drop down menu of categories
Objective
Awareness, Consideration, Direct Response, or

Sales
Answers to Campaign
Questions
Brand perception, quality of creative, level of

competitive activity, frequency of purchase
How many times your target needs

to see an ad
How quickly they forget/remember
your message
How many reminders close to action
are necessary
SQAD
results
insights
ideas
WHO?
WHAT?
WHEN?
Planning Team
Research Team
A media cost database A collection of cost information

for TV (network, cable, syndication) and digital (Display
and Streaming Video) media.
Ideas When estimating the cost of media in the
absence of negotiated rates.
WHERE?
Contact the Broadcast Research team:

Jon.Cogan@Annalect.com.
WHY?
When you dont have access to specific media costs for

different channels, SQAD provides generic costs for
media schedules and allows you to evaluate opportunities
without dedicating time negotiating costs for all potential
investments.
WARC
results
insights
ideas
WHO?
Planning Team
Research Team
WHEN?
A media research database - Includes over 25,000

articles, case studies, reports from 30+ international
sources.
advertising and media.
WHERE?
WHAT?
and enter: Login: WARC263 Password: v55tas
WHY?

ADMEASURE
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
A magazine audience measurement tool Measures

magazine ad ratings and effectiveness for individual
issues of 190+ magazines.
WHEN?

Results When posting campaign delivery results.
WHERE?
WHY?
Magazine ads are purchased on the issue level, but

audiences have typically been reported at the average
audience level. AdMeasure provides issue specific
readership and ad performance scores (recall, brand
disposition, intent to watch/buy, etc.) which more closely
reflects the way the magazine ads are purchased and
consumed.
ALLIANCE FOR AUDITED MEDIA

(ABC)
results
insights
ideas
WHO?
Planning Team
Research Team
WHEN?
A publication auditing report - Circulation currency for

consumer magazines, newspapers, and business
publications.
Results When verifying audience delivery of publications.
WHERE?
WHY?
Provides unbiased circulation data across a range of print

titles. In the absence of an auditing body, publications
would have an incentive to report inflated distribution.
WHAT?
AWARENESS MODEL
results
insights
ideas
WHO?
Planning Team
Research Team
WHAT?
A predictive awareness process Anticipates awareness

levels for your brand given a media schedule and
awareness tracking data.
WHEN?
Ideas - When determining if your media schedule can

achieve your awareness goals or comparing plan options
Results When evaluating the awareness response to
your advertising campaign
WHERE?
Contact B.I. or researchtools@Annalect.com.
WHY?
Allows you to predict if a given campaign can realistically

achieve awareness goals and act as an early warning
system for hiatus periods which may negatively impact
brand health metrics.
AWARENESS MODEL
results
insights
ideas
INPUTS
OUTPUTS
Required
Weekly GRPs by media
TV by unit length, Magazine, Newspaper, Radio,

OOH, Internet
Historical and current plan options
Awareness tracking data
Current level of awareness
Optional
Retention rate
Awareness floor (minimum)
Awareness ceiling (maximum)
Modeled awareness achieved by plan

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INTRODUCTION

Over the course of the Vision process, teams will

After getting set up, the planning

After receiving input from the planning

teams conduct analysis with little

team, the research team conducts a

involvement from the research team

majority of the analysis

The planning and research teams

contribute evenly throughout the

THE FACT SHEET

Relevant Stage(s) of Vision

DOES THE TOOL/RESOURCE

IN THE PLANNING PROCESS WOULD THE

CAN I GET ACCESS?

DOES THIS IMPROVE MY STRATEGY?

THE FACT SHEET (CONTD)

What do the results from the tool

ERDOS & MORGAN

CLEAR DECISIONS CROSSTAB

VERONIS SUHLER STEVENSON

COMSCORE VIDEO METRIX

ERDOS & MORGAN

A syndicated consumer survey Includes information on

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A syndicated consumer survey Includes information on

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To develop your target and give perspective on who you

A syndicated consumer survey Includes information on

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To develop your target and give perspective on who you

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To develop your target and give perspective on who you

IPSOS AFFLUENT STUDY

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To develop your target and give perspective on who you

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To develop your target and give perspective on who you

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To develop your brands target audience and give

VERONIS SUHLER STEVENSON

Communications industry historical and forecast data

Insights When looking to get a high-level view of

Excel and PDF reports available, email

Following projected trends within the communications

A media research database Access to more than 60,000

Insights When exploring overarching trends in

To register, click here.

With few exceptions, you will not be the first advertiser

Business insight and category trend reports - Provides