Thinkbox
No brand is average. And with countless choices and countless voices to consider when building a media plan and allocating investment across channels, where do you start – especially if you don’t have access to your own econometric analysis?
Well, to be immodest for a moment, here.
Here, where you are now, is the perfect place to start. In fact, it has been specifically designed to help brands identify appropriate and optimal media mix allocations for particular brand situations and budget levels.
The Media Mix Navigator is a unique – and entirely FREE – tool built on highly credible, impartial data with scale that helps answer your business-specific media questions.
Originally launched in 2019 as the Demand Generator, the tool has evolved (as has its name!) —and it's just been supercharged again.
Introducing the latest upgrade to the Media Mix Navigator, packed with powerful new features and insights.
Here’s what’s new…
Brand new and bigger data
The tool is fuelled by the Profit Ability 2 databank. It covers 2021 to 2023 with econometric data from 141 brands across 14 product categories (where 7 are reported individually) and 10 media channels collectively representing some £1.8 billion in ad spend. For a detailed breakdown of the study, you can read the full report here.
Access Profit Ability 2 benchmarks instantly
With just a few clicks, you can also instantly access the Profit Ability 2 benchmarks, with a view on the short and full-term media driven profit contribution and ROI by channel for your chosen category.
Optimise to different time horizons
Businesses will have different windows over which they need to view advertising return. Whether you're chasing quick wins or building long-term brand strength, the Media Mix Navigator tool has you covered.
The tool now enables you to optimise your media mix across multiple time horizons – choose from immediate (1 week), short-term (3-months) and full-term (2-years) and see the returns it generates within the first year. Tailor your strategy to what matters most, when it matters most.
More flexibility
The tool enables you to easily explore the impact that different budget levels have on budget allocation across channels and both revenue and profit ROI.
It shows you the recommended media mix for the budget level you have chosen, plus two budget levels just above, and two just below. So you can see the different impact at a glance and play around with things more.
Enhanced risk management
Risk management is on everyone’s mind, more so than ever. So we’ve put more emphasis on it in the tool. There are now four levels of risk to choose from.
The tool shows you the output (budget allocation, revenue delivery, ROI) for all four risk levels so you can see the impact of increasing/decreasing the amount of risk you are comfortable with and easily move to a different risk tolerance level if it is felt appropriate.
At each risk level, the tool shows expected average performance as well as a range within which the actual delivery is expected to fall based upon statistical confidence levels.
Clear use cases
This isn’t an update, more a reminder. The Media Mix Navigator will help you shape your planning and can be used for a variety of ends, including as a starting point for allocation and payback when you don’t have access to specific econometrics; to show the impact on business outcomes of channel or budget changes; or as a credible source of ROI norms to inform new business pitches.
