Wavemaker has completed the global roll out of a new AI-powered media planning platform, Maximize, to create media plans and reach multiple audiences to optimise investments in just a matter of minutes.
Maximize allows planners to deliver on the industry-wide vision of planning against individuals rather than audience segments.
Driven by AI and machine learning, Maximize ingests and analyses data from global and local sources including client first party data, GroupM’s LivePanel and Wavemaker’s own Momentum data.
“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," says James Boardman, Australia and New Zealand national strategy partner.
"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.”
Toby Jenner, global CEO of Wavemaker: “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.
"It is already delivering results, producing media plans that are on average 30% more effective for clients and in pitches, helping us reach the ranking of most successful media agency in the COMvergence new business barometer for Q1-Q3 2020.”
Stephan Bruneau, global head of product at Wavemaker: “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.”
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