MEDIA PLANNING

ON THE RIGHT CHANNEL AT THE RIGHT TIME

THE MOST CREATIVE CAMPAIGNS ARE LOST IF NO ONE NOTICES THEM.

Choosing the best channels for communication and marketing is therefore crucial. But that’s not the end of the story: the perfect medium won’t do you any good at a time when no one is consuming it. Our solutions help you automatically find the best combination of channels and timing for your target – with the right budget.

MEDIA PLANNING WITH HASE & IGEL: WHAT IS IT?

Hand on heart: How intelligent is your media planning really? Do you still buy contacts in target groups (and who guarantees that they are really sitting in front of the screen)? Clicks (which may not be real or may bounce immediately)? Conversions (with which cancellation rate and which customer value)? Do you know if you get twice as much performance for twice as much budget? How about buying impact instead of performance?
The combination of Big Data Analytics and AI makes exactly that possible: the analysis of behavioral data from the relevant product context makes the effect of advertising quickly and clearly measurable – independent of the marketers’ data and also for channels that are considered “untrackable”. Machine learning shows the patterns – for example, by sales or activation probability per day and time – and delivers media mix modeling that is precisely aligned with your goals. 

HASE & IGEL FACTOR:

NEUTRUM
EVO OPTIMIZER

Control instead of just measure

How well are my products, channels & campaigns performing? Am I using my budgets correctly? The EVO Optimizer reveals it:

  • Best Business Technology Solution for Marketing (Stevie Awards 2022 and 2023)
  • Evaluate success for all channels and entire funnel
  • Real-time benchmarking against demand, competition & environment
  • AI recommendations on budget, channel mix & optimization opportunities
NEUTRUM EVO OPTIMIZER

NEUTRUM AI TARGETER

IN THE RIGHT PLACE AT THE RIGHT TIME

On which channel and when do I optimally address my customers? And where is the competition? Discover it with the AI TARGETER:

  • Best Sales & Marketing Intelligence Tool (Stevie Awards 2022).
  • Contextual & Semantic Targeting without Cookies
  • The right content on the right channel at the right time
  • Including competitor & advertiser analysis
NEUTRUM AI TARGETER

HOW CAN I BENEFIT FROM AI-SUPPORTED MEDIA PLANNING?

  • Identify in advance which times on which channels promise maximum impact and efficiency.
  • Discover the interactions between advertising media and thus the optimal cross-media mix.
  • Make yourself independent of the information and promises of inventory marketers.
  • Plan on your goals and your business, instead of on some generic metrics.

In marketing, there is nothing more money is spent on than media. Consequently, nowhere is the leverage so high to make more sales with the same budget through a better mix, better flights and better placements – or to achieve the same sales with less budget.

Wie ein Spirituosen-
Hersteller während der Pandemie relevant blieb.

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TAETi PATUS.

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SUCCESS STORIES

Screenshot Dashboard Traffic und Werbung

Gehör für die Jugend

NGO identifiziert Medien, Influencer und Zeiten für mehr Impact

Tobis Profi-Tipp:

Um den Interessen junger Menschen in Medien und Politik mehr Raum zu verschaffen, nutzt die Stiftung zwei Anwendungen von Hase & Igel, die aus der Kommunikation in journalistischen und sozialen Medien die optimalen Medien, Influencer, Anlässe und Zeitpunkte für die Positionierung im Thema Generationengerechtigkeit ermitteln.

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Passgenaue MEDIASTRATEGIE

Hochschule gewinnt effizienter die passenden Studierenden

Tobis Profi-Tipp:

Für Studiengänge zu werben, die auch ohne Werbung überrannt werden, macht wenig Sinn. Enormedia nutzt die KI-gestützte Lösungen von Hase & Igel, um aus digitalen Verhaltensdaten diejenigen Studiengänge zu finden, die intensiver beworben werden müssen – und datenbasiert den passenden Media-Mix zu bestimmen, um die Zielgruppe effizient zu erreichen.

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Screenshot Dashboard Traffic und Werbung

Wettbewerb präzise angreifen

Softwarehersteller durchleuchtet vor Markteintritt seine Konkurrenz

Tobis Profi-Tipp:

Um schnell Erfolg zu haben, will ein Hersteller von Dokumentenmanagement-Systemen vor dem Eintritt in ein neues Produktsegment verstehen, wie die Wettbewerber agieren: welche Strategien sie verfolgen, in welchen Kanälen sie präsent sind und mit welchen Budgets sie operieren. Hase & Igel hilft, passgenau mit den richtigen Instrumenten anzugreifen.  

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MEDIA PLANNING À LA HASE & IGEL – THAT’S HOW WE DO IT:

  • We don’t rely on the usual combination of marketer data and surveys – instead, we measure across the relevant market where you reach your target audience and when, and how people respond to advertising.
  • The “data pots” we tap into include, for example, searches, media articles (incl. social), websites, advertisements placed and job ads, user flows on the web and in physical space – but also structural data, e.g. on population, purchasing power and weather, which help to classify developments.
  • Because we study actual behavior, we make transparent what people really do and what they respond to. This often differs from what emerges from interviews or panels
  • Because we measure continuously, we see quickly and seamlessly where behavior changes – and our AI recognizes patterns in it that allow clear attribution to advertising measures.
  • Based on this data and patterns, our system shows you directly which media mix at which times and with which budgets will best help you achieve your goal.

CUSTOMER VOICES

“Evaluating the behavior of all prospects and competitors brings significantly more precision and certainty than surveying samples and buying general industry studies. An excellent basis for precisely tailored media strategies.”
Jan Janssen
Managing Director Enormedia
“If you want to rely on true market intelligence, Hase & Igel is the place to go.”
Christian Wewezow
Managing Director Clockwise Consulting, Chairman of the Board of Trustees, Grand Prix of Medium-Sized Businesses
“World class service! Has brought us to a new level in the area of marketing!”
Raphael Opilski
ISOTEC specialist company Waterproofing Technology OPL GmbH & Co. KG

AND HOW DO I GET TO MY MEDIAPLANNING NOW?

1

Get a non-binding appointment right now, where we can discuss your request together. This way, we can find the optimal configuration (and, if necessary, combination) of our tools for you and create an offer.

2

If you give us the go-ahead, we will set up your solution and either provide you with the software with which you can carry out the analyses yourself, or deliver the collected and analyzed data to you in the software.

3

Our solutions support you in drawing conclusions and decisions from the analyses. But we are also available to you personally as experienced sparring partners – everything is possible, nothing is mandatory.

FREQUENTLY
ASKED
QUESTIONS

Not at all! With our system you can include all your advertising media – from display to large-scale, from search engine to mailshot, from radio to podcast. We would be happy to show you real case studies – arrange a meeting to get to know us!

Even with our system, you will always get the best results if you already have your own experience to feed into it. But unlike most other systems, this is not a necessary prerequisite with us: even for channels or products that you have not yet advertised, our solutions with high model quality lead you to media planning that optimizes for the expected effect and not just for contacts, clicks and the like. Not least because our system also learns from your competition.

Attribution models can be customized in our solutions – so we can build on your existing standards together.
When it comes to targeting and target group segmentation, however, you’ll have to make a change with us in that we target and evaluate purely contextually – in other words, according to behavior, not socio-demographics. Sounds exotic? Works great – let’s just chat! Arrange a meeting to get to know each other!

Oh dear, there it is – the question of all questions. And you already guessed the answer: It depends. It’s a stupid answer, we know. But that’s the way it is. Basically you should expect a five-digit amount, in rare (less complex) cases it can be four digit. The drivers for costs are:

  • How many and which advertising media do you want to analyze?
  • What data do you already feed in yourself and what new data do you want to collect via our tools?
  • How complex is your setup of products, campaigns, regions, etc., according to which your media planning should be differentiated?
  • Do you operate the tools yourself, or should we do it for you and upload the results directly?

These are the questions we will clarify with you in a free initial consultation. Arrange it now!