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MultiMedia Mentor® is the gold standard in strategic media allocation, allowing content providers and media agencies alike to tailor media plans for reaching their audiences of interest at the right price – and, through our Brand BridgeSM product extension, even for achieving specific marketing goals. MultiMedia Mentor® provides the highest quality estimates of:
- What media are being used and when
- The interactions of media in everyday multitasking – combinations of media being used simultaneously (for general audiences and your targets) and which media have "share of mind," a critical element of engagement
- Demographics, product usage and brand-level ownership and usage among media users, allowing measurement of consumption among your core target audience
MultiMedia Mentor® combines - Highly reliable, single-source media usage data using a nationally projectable panel
- In-depth profile information on respondents
- Custom reporting
- Media optimization software.
With MultiMedia Mentor®, you can:
- Determine which media to consider in targeting (for example, hard-to-reach upper income respondents use more Internet and newspaper)
- Determine how much emphasis to put on a specific media channel (such as, Internet spend in a campaign designed to reach working mothers with young children)
- Find the right media mix (television, Internet and magazine for soft-drink advertising aimed at teens)
- Balance emphasis (television and radio to reach Hispanics in predominantly non-English-speaking households)
Brand BridgeSM: A revolutionary approach to brand goals
Through an alliance with innovative consulting firm Marketing Evolution™, we have also created an extension to the Mentor product line – MultiMedia Mentor®: Brand BridgeSM. This special version of the package includes ROO (Return on Objective) valuations for TV, magazines and the Internet – as well as combinations of the three – based on Marketing Evolution’s many ROO studies. This means that you can develop media plans that are "pre-screened" for building
- brand imagery, awareness, or purchase intent with
- maximum "efficiency" (within a certain budget) or "effectiveness" (pure ability to move the needle)
FEATURED INSIGHTS
- Defining the Value of Cross-Media Properties and Advertising: A New Approach Offers Efficiencies, Savings, and Accuracy
David Tice - "Engagement" is in the Eye of the Beholder
Maura Clancey - Finding Metrics for a Brand-New Medium
Interview with Lynn Gutstadt - Accurate Measurement & Media Hype: Placing Consumer Media Technologies in Context
David Tice - Thought Leader Forum: Opportunities In Media Convergence
John Carey, Albert Cheng, Richard Fielding and Horst Stipp - Leveraging the Connections Between Media Choices and Lifestyle
Maura E. Clancey and Robert L. DeFelice
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