Digital marketing solutions provider MatchLogic, a division of Excite@Home, delivered a new media planning
and buying program called Media and Advertising Planning Solution (MAPS).
MAPS provides advertisers and agencies with an integrated solution for
planning online ad campaigns, automating ad buys and viewing the results with
return on investment — all in one graphical interface, the company said.
MAPS is currently beta-testing and is expected to be available in the fourth
quarter.
“MAPS is a resource that our customers have been requesting particularly when
advertisers or agencies need to make multiple ad buys across many different
Web sites,” said Greg Neal, MatchLogic’s MAPS product manager. “Because it is
an end-to-end solution, MAPS is an incredibly efficient and effective way to
manage an ad campaign.”
MAPS allows an agency to aggregate ad budgets and develop respective,
strategic site plans for multiple products or brands. For example, an agency
could purchase a quantity of impressions from a site, and broker those
impressions to multiple advertisers or multiple divisions within an
advertiser, the company said.
All information is centralized for easy access, and all modules, including
strategic, tactical and tracking/reporting, are linked via a series of easily
navigable screens.
Web sites can update the MAPS interface with performance and contact
information, including profiles, target audiences, traffic details and ad
costs. Media planners can
search and compare by multiple criteria on any site they wish to buy.
And, user defined Request for Proposal templates, combined with mail-merge
and built-in contact information, make it easy to prepare and submit RFPs to
multiple sites simultaneously, MatchLogic said.
By incorporating data on impressions, click-throughs and resulting
transactions, MAPS goes beyond the “click-through” providing advertisers with
ROI reports to uncover the best media values, the company said. Price points
were not disclosed.
