Adequate Online Media Planning
The objective is to use TOP to make the special characteristics of online campaigns plannable and predictable. To achieve this, TOP is continuously developed and enhanced by adding further functionalities relevant for media planning.By accessing the internet facts study with TOP 2.0, all common media performance data and target group characteristics are available for an online campaign. The focus lies on the Unique User (net coverage) which has been established in Germany as standardised online coverage currency. Furthermore, TOP 2.0 offers media specific functions such as Frequency Capping and Targeting as predictable and approved standards. Ex-post as well as ex-ante analyses can be performed with TOP 2.0.
Product Profile
AGOF commissioned the IT service provider COMsulting to develop TOP 2.0 which is an AGOF product. The principal technology of the media planning software is based on the mediMACH system. All previous publications of the internet facts study can be analysed with TOP 2.0. The development of TOP is an ongoing process which is accompanied and supported by numerous users contributing excellent ideas.Since the publication of the internet facts study 2008-III in December 2008, the planning software and the study itself are both also available in English. So now, analyses and plans created with TOP can also easily be integrated into international projects.
In September 2009, AGOF published the internet facts study wave 2009-II and also presented the new program version TOP 2.0. The new version TOP 2.0 excels by offering a highly simplified usability and, at the same time, does not compromise on the depth of the analyses and the range of options. Moreover, TOP 2.0 displays performance data and costs also for individual placements, instead of only for an entire media plan.
The background processes and use of the program were optimized in a way that creating, editing and analysing media plans has become much faster. The user can adjust all displays in an intuitive and simple way and set these adjustments as default for further operations.
A unique new feature in TOP 2.0 is the possibility to display performance data for each individual placement, instead of only for entire media plans. Therefore, costs and performance data, among others, can be understood for each individual placement. Placements can be allocated for a web site in simple and clear steps, even with several ad formats. Optimization options such as Frequency Capping and Targeting can be included for single or several insertions simultaneously.
The significantly increased cost transparency is especially relevant for media agencies. In TOP 2.0 individual negotiation results can be entered at marketer or web site level and can be saved or accessed by customer.
The innovative planning tool TOP 2.0 strengthens the position of the AGOF internet facts study as the leading study for online media planning. The new features were developed in close co-operation with media agencies.
A short summary of TOP’s product profile including the option to order the program is available for PDF download here.
