Media planning is “the series of decisions an advertising agency has to make regarding the selection and use of media, allowing the marketer to optimally communicate the message, to as many of the target market as possible, at the minimum cost”

Reach and Frequency are hence the drivers of all media plans. Effective Reach and Effective Frequency is the most commonly practised approach to media planning in today’s time.

However, this concept has a serious flaw, in that many various patterns of media exposure might result in the same reach and average frequency.

Frequency Value Planning tool for Efficient Media Planning

Frequency value planning (FVP) has hence been put forth by many researchers as an alternative (and more efficient media planning solution) to the commonly used effective frequency planning (EFP).

The FVP model proposes that every level of advertising exposure has some probability of impact on consumers. By assigning these probabilities, or exposure values, to each level of a campaign’s frequency distribution, planners can estimate the campaign’s entire influence.

The FVP process provides metrics for deciding how good the budget is, based on the other assumptions that are incorporated into the planning model. This model suggests the application to distributions based on estimates of actual advertising exposure, rather than on OTS (opportunity to see).

Some advertisers also insist on response based planning where media exposures cease to exist and are deemed irrelevant in the overall media planning exercise.

AdoRoi’s Frequency Planning Solution for Advertisers

AdoRoi’s Frequency Planning Solution, powered by a unified communications platform, enables a quick and easy deployment of the FVP model for marketers.

Along with the frequency distribution models of the media agencies and the reach parameters obtained by audience measurement systems like TAM, IRS etc, marketers/advertisers now also have AdoRoi’s FVP Model to quantify real-time the impact on consumers thus measuring the ‘Break-Out Rate’ i.e. what is the impact obtained on consumers for every exposure of the advertisement (say 1 GRP).

Break-Out Rate = No. of Unique Responses/Media Exposure

AdoRoi enables measurable interactions across all media vehicles over IMC campaigns by placing trackable phone numbers, SMS Keywords, emails, web URLs in ads.
Alternatively, an algorithmic approach can also be to allocate interactions/responses to the right media vehicle triggering the response. This approach takes into account the lag effects of ad exposure and decay period.

Thus AdoRoi can easily and accurately ascertain the source (medium and media vehicle) of the advertisement.

Also, while engaging the customer AdoRoi gathers, collates and interprets the data to generate actionable insights.

So, AdoRoi can also accurately quantify the impact of the ad on the consumer in real-time.

AdoRoi can hence link the advertisement in a particular media vehicle to a definite outcome (impact on the consumer) seamlessly on an on-going basis due to the intelligent use of technology.

This real-time focus by AdoRoi powers Advertisers and Media Agencies to course correct their media plans immediately and hence aids in overall optimization of their media spends.

• AdoRoi ‘s robust Campaign Management Solution is seamlessly integrated with Customer Engagement module to add value in the entire value chain from Ad source to Sales
• AdoRoi is a single platform for monitoring and analyzing all responses from multiple customer touch points such as SMS, Call-in, E-mail, Web, DTH, Walk-in etc
• Our platform allows one to measure the impact of marketing campaigns by placing trackable phone numbers, SMS Keywords, emails, web URLs in ads
• With a few mouse clicks, one can instantly know which ad is working and thus have the knowledge real time that either the creative or media buy needs to be course corrected
• Clients will be able to take performance-based advertising decisions

To know more about our technology or thought process and how we can help you embrace the FVP model to accurately quantify the impact of your advertisements on consumers, e-mail us on This e-mail address is being protected from spambots. You need JavaScript enabled to view it or please fill up the small form and one of our business development executives will immediately get in touch with you.