MiQ has launched a screens planner tool that combines linear, streaming, OTT and YouTube data in one view.
Unified Screens Planner is designed to unify cross-screen planning and offer scenario testing, channel mix optimisation and accurate measurement for marketers.
The new proprietary tool, created in-house by MiQ developers, provides screens planning in one single ecosystem, instead of managing TV, BVOD, SVOD and YouTube in silos.
It draws on data from OzTAM’s VOZ, YouTube’s historical exposure data through Ads Data Hub, Samsung Ads’ channel overlap data and Samba TV’s ACR data, alongsideMiQ contextual and location signals across watching, buying and browsing.
“Australia’s fragmented TV landscape has meant no single partner has owned the full picture — Linear, BVOD, SVOD, YouTube and Online Video in one place. Until now,” MiQ head of product and analytics Vishal Shah said.
“No other tool in the market maps the full journey from budget to reach, incremental reach and optimal mix across all five screens, without manual spreadsheets or siloed channels – USP is here to change that. The data spine underneath is complex by necessity; the interface is simple by design.”
To use the tool, media planners input their client’s campaign budget, audience, market, channel selection, CPM, frequency, reach goals, shares and commitments, to deliver a unified reach curve with incremental reach insights. A range of calculations look to achieve maximum, deduplicated and addressable reach.
Unified Screens Planner provides metrics such as target audience size, maximum possible reach, optimal spend across channels, and a unified reach curve, allowing advertisers to test scenarios, optimise their channel mix and spend, and generate accurate reporting and measurement of incremental reach and channel contribution. Further developments are planned to be rolled out on USP throughout the year.
The planner has been designed to seamlessly integrate with existing agency planning technology, including channels, CPPs, historical data, first-party data and any partner or inventory commitments.
MiQ chief revenue officer Chris Freel said Unified Screens Planner would help eliminate duplication and wastage.
“MiQ’s Unified Screens Planner has been created to tackle some of the industry’s biggest challenges, planning, activating and measuring the total screens landscape in one place,” he added.
“It brings together a range of unique data partnerships using first and third party data to provide an unparalleled view of TV consumption. It’s an industry-first development for the Australian market, and one that will revolutionise cross screen planning and measurement.”
