NEW YORK – Online targeting platform leader [x+1], www.xplusone.com, announced the introduction of Reach/Frequency Manager, an advanced analytical tool that is part of its Media+1 Platform. Reach/Frequency Manager is a single-source tool that can be used to centrally analyze and recommend reach and frequency delivery across an entire online display media plan.
Reach/Frequency Manager is now in alpha testing with a group of [x+1] clients, with a beta version planned for a late April launch.
Using Reach/Frequency Manager, digital media planners can recommend changes in media investment allocation by property in order to achieve Optimal Frequency Range (OFR) across properties. The concept of OFR is not a new one, referring to the increase of reach productivity by reducing both over- and under-targeted effective frequency. However, Reach/Frequency Manager applies OFR in a whole new way to display media, allowing reach and frequency to be planned and monitored across all display media buys, both exchange- and non-exchange-based.
Reach/Frequency Manager brings incremental scale and impact to the digital media plan by identifying unique reach and frequency delivery in a publisher matrix so allocation can be adjusted on the fly to boost performance. Used in combination with the other Media+1 analytical tools, agency media planners and marketers can use Reach/Frequency Manager to understand audience overlap and improve delivery from the top to the bottom of the purchase funnel for enhanced effectiveness and greater impact of their entire digital spend.
Benefits of Reach/Frequency Manager include:
Provides reporting though a centralized view of reach/frequency delivery across the digital media plan of all display sources, including a “heat map” report illustrating the unique percentage reach contribution of each property.
Makes recommendations that show the unique percentage reach contribution from each property to achieve OFR, allowing for a pinpoint re-balancing of plan allocations.
Includes programming that allows display media to be sourced through Real-Time Bidding (RTB) in the Media+1 platform in response to the reach/frequency levels set by the media planner.
“[x+1] has taken the lead in helping agencies and marketers improve the effectiveness of their online display media through better analytics, and our development of Reach/Frequency Manager takes this concept to the next level,” said Leon Zemel, Chief Analytics Officer of [x+1]. “It’s the tool that media planners have been waiting for to not only centralize their view of reach and frequency delivery, but also provide a system that can recommend improvements to improve campaign effectiveness.”
About [x+1] [x+1], the online targeting platform leader, maximizes the return on marketing investment (ROI) of websites and digital media using its patented targeting technology. Providing the first end-to-end digital marketing platform for advertisers and agencies, it optimizes engagement rates and lift conversion in both media and on websites. Its predictive marketing solutions enable automated, real-time decision making and personalization so the right advertisement and content is delivered to the right person at the right time. Top companies in financial services, telecommunications, online services and travel have significantly increased the performance of their digital marketing using the services of [x+1]. The company is headquartered in New York City. For more information, please visit www.xplusone.com; follow us on twitter @xplusone.