Compose

Given today’s sophisticated advertising environment and need for accountability, media campaigns can no longer rely on one tried and tested medium, or aim for simple exposure. Instead, planners must assess the full range of communication channels to design a campaign that genuinely connects with their audience. 

Read all about strenghts and weakness of digital media on our compose digital site.

Detailed Media Comparisons

The well-documented difficulty here is that, to define a media-neutral plan, different media must be compared, yet most existing media measures are silo-based. Consequently, planners have historically had to rely on intuition for media-mix combinations.

Consumer-Driven Data

By combining innovative research with planner insight, key industry data and intelligent analytics, Pointlogic has developed Compose — a unique, reliable technique that can compare all of the different media available, on their ability to deliver specific campaign goals. Compose explores how consumers experience the myriad channels around them and applies this insight to campaign planning.

Research-Based Insights

Compose comprises two survey components: One is large-scale and consumer-based; the other is formed of experts from media-planning agencies. Compose also integrates detailed media consumption- and cost information. The complete solution is delivered as a multi-channel evaluation and optimization system. Compose is unique and effective because it recognizes that success in channel planning is based on integrating multiple knowledge and information sets to generate insight, and then applies powerful planning software to this insight.

Leading Agency Adoption

Compose has been adopted in the UK and US by media agencies Carat, Mediacom, MediaEdge:CIA, Mindshare, OMD and PHD. These agencies use Compose to help evaluate communication channels in a holistic way. By adopting Compose, these agencies are migrating their respective services from silo-based media planning to a channel-planning approach that looks at the task and communication options together.

With Compose, Marcom Professionals can:

• Input the profile of a proposed campaign and then gauge which combination of channels will best deliver campaign goals
• Use their experience to make informed decisions within the planning process e.g. de-selecting certain channels that are simply not relevant
• Shape the communication task profile further by assigning their own weights to different campaign goals
• Measure all communications channels together on a level playing field, against the same traits
• Measure ‘effect’ of a campaign i.e. what selected channels are likely to deliver, rather than gauging simple exposure to the target audience
• Understand when a good channel has delivered most of its power and it is time to try new channels