AdKnowledge in Palo Alto, CA, delivered
MarketMatch Planner, a tool for researching and planning online media
campaigns.
MarketMatch is a Web campaign management solution for ad agencies and
advertisers. The MarketMatch suite includes three recently announced modules:
Planner, Campaign Manager and Administrator.
The new Planner module features syndicated market research from research
organizations MRI and Simmons. It also offers improved Web media planning
capabilities, such as enhanced searching capabilities to find sites that
accept rich media and allows the creation of buy worksheets that make it easy
to share media purchase information among workgroups.
“This release of MarketMatch Planner is a result of extensive testing and
feedback from our customers, which include top traditional and interactive
advertising agencies, such as McCann-Erickson, Modem Media, Organic Online and
Young & Rubicam,” said Karen Franco, director of product management at
AdKnowledge.
“The syndicated research from MRI and Simmons, coupled with the
new features, make Planner the ultimate in Web media intelligence, enabling
media planners to minimize time and money on campaign planning while
maximizing results for their clients.”
MarketMatch Planner’s syndicated market research from MRI and Simmons enables
mutual customers to identify Internet demographic and purchase behavior data
from within MarketMatch.
Using the new search criteria in MarketMatch Planner, customers can easily
find sites that accept rich media, specific banner sizes and a particular CPM,
the company said. Planner customers can also quickly determine the optimum
sites for a campaign by specifying Boolean searches (AND and OR searches) on
key criteria.
The new Buy Worksheet feature allows media planners to record and access
actual ad purchase and performance data as well as export information for
client reporting
purposes. Media departments are thus able to share purchasing data, ultimately
enabling planners to negotiate rates more effectively, the company said.
The new version also includes user interface enhancements designed to minimize
the number of clicks needed to conduct searches on the more than 1,100 ad-
seeking Web sites in MarketMatch.
In addition to syndicated research from MRI and Simmons, an extensive amount
of research data supplied by third-party partners is already integrated into
MarketMatch.
The other data accessible from within MarketMatch includes: Media
Metrix’s target audience demographics; NetRating’s target audience
demographics; SRI Consulting’s
psychographic data; NetGuide’s descriptions, target audience and ratings for
Web sites; and BPA’s Web site traffic data audits.
