Wavemaker has rolled out Maximize, its breakthrough multi-audience planning platform.
Maximize is powered by AI and best in class data sets, and is the industry’s first product allowing end-to-end planning for fragmented target audiences. Planners can now create media plans that reach multiple audiences, and optimise media investments, in a matter of minutes.
The media planning process has been made complex for clients and agencies by increasing audience fragmentation. Maximise enables planners to deliver the industry-wide vision of planning against individuals, rather than audience segments.
Planning can now occur on a granular customer level, simultaneously exploring multiple audiences across a range of attributes and assessing the best media partners for optimised campaigns across channels and markets.
Because it is driven by AI and machine learning, Maximise ingests and analyses data from global and local sources, including client first party data, GroupM’s LivePanel and Wavemaker’s Momentum data. It is also part of Wavemaker’s global Provocative Planning system, a modular system that fuses machine learning and human intelligence to get the best from both.
“Maximize addresses one of the industry’s longest standing frustrations – that all media plans look the same. Pre-loaded with strong data sources and packed with AI, Maximize produces media plans at incredible speed and has the brainpower to create market-beating growth plans for our clients,” said Toby Jenner, Global CEO of Wavemaker.
Stephan Bruneau, Global Head of Product at Wavemaker and leader of the project said,
“Creating media plans has become challenging due to the increased number of audience segments that need to be included in a campaign. Some can overlap significantly, with people belonging to multiple audience segments at risk of being ‘over exposed’ to ads and creating an unnecessary waste of money for clients. Maximize uses techniques and technology rarely used in the marketing industry and is effectively the only way to solve the audience fragmentation problem.”
James Boardman, Australia & New Zealand National Strategy Partner, added that “maximize is a fantastic step forwards for planning. Scenario building at warp speed, AI powered allocations of budget across channels, individuals and journey stages, and integrating planning across the entire communications mix are all upgrades delivered by our new system.
As customer journeys change, evolve and emerge, Maximize allows Wavemaker and our clients to stay several steps ahead, powering growth through better and more effective plans.”
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