ipm launch their bespoke Digital Planning Matrix

ipm have launched a new Digital Planning Matrix which will overhaul our in-house planning processes. The development of the tool was prompted by the ever growing digital portfolio and the increasing demand for tactical digital campaigns (running activity on specific days or certain dayparts etc) as a means of reducing wastage.

The Matrix allows us to build a digital campaign across multiple formats and media owners at the push of a button. Speed of turnaround of digital briefs is key in order to allow us to instantly react to news headlines or sports results for example. This tool will come in to its own when planning similar activity to Sky’s recent promotion of the retrospective Michael Jackson programme and coverage of the Ricky Hatton fight. In both these campaigns, we bought screens for only certain hours in the build up to the shows, and had copy up on the street within hours of initial planning.

By James Rodham