Tag: Media Planning

Weekend Digital Media Round-Up: How To Use AI To Streamline Time-Consuming SEO Tasks, How AI Agents Decide Which Brands To Recommend: Trust Is The New Ranking Factor, AI in the comparison and purchase process: Report & More…

1.How To Use AI To Streamline Time-Consuming SEO Tasks

AI can automate repetitive SEO tasks like creating metadata, structuring content, organizing project briefs, and segmenting keywords. It also speeds up competitor analysis and SERP reviews, helping teams focus on strategic decisions. While these efficiencies save time and effort, human oversight remains essential to ensure accuracy and maintain quality. [Source: Search Engine Journal]

2. How AI Agents Decide Which Brands To Recommend: Trust Is The New Ranking Factor

AI agents will only recommend brands they trust, making transparency and reliability more important than traditional SEO tricks. Brands must offer clear, verifiable information, predictable processes, and strong third‑party validation. The goal shifts from gaining visibility to being “eligible” for an AI’s shortlist. To win, brands need to be the safest, most defensible choice an agent can justify. [Source: The Search Engine Journal]

3. AI in the comparison and purchase process: Report

AI is rapidly becoming the starting point for online discovery and purchases, especially among Gen Z and heavy users who increasingly rely on dedicated AI platforms over traditional search. While embedded AI in search tends to complement existing habits, standalone AI tools are beginning to replace search for brand and product discovery. However, concerns around privacy, accuracy, and trust continue to limit broader adoption across higher‑stakes tasks. [Source: Marketing Tech News]

4. Why most online retail “strategies” are just panic dressed up as innovation

Online retail keeps chasing new trends out of urgency rather than strategy, leading to soaring acquisition costs and poor customer retention. The brands that thrive are the ones that commit to a clear position, invest in retention fundamentals, and resist the pressure to constantly pivot. Real strategy shows up as focus, consistency, and patience—not novelty. [Source: DM News]

5. Facebook adds AI-powered updates to Marketplace

Meta has introduced new AI tools in Facebook Marketplace that auto-generate product descriptions, pricing suggestions, and shipping labels to simplify listings. Sellers can also enable AI-powered replies to common buyer questions and access AI‑generated profile summaries. The updates aim to streamline selling for Marketplace’s more than 1.1 billion users. [Source: The Social Media Today]

6. Digital marketing fatigue is real. So, what happens beyond the screen?

People are overwhelmed by constant online noise, leading to a rise in digital fatigue and shrinking attention spans. As audiences disconnect from screens, they increasingly seek real-world, immersive experiences that feel more human and memorable. Brands are shifting toward offline, experiential marketing to create deeper emotional impact beyond the endless scroll. [Source: The Drum]

7. AI Is Everywhere at SXSW, but Humanity Still Leads

AI dominated conversations at SXSW as marketing and tech leaders discussed how it’s transforming workflows, personalization, and creativity. Executives emphasized that AI doesn’t always save time and must be paired with strong human‑led values and ethical guardrails. They agreed that while AI unlocks new capabilities, brand identity, trust, and human judgment remain essential. [Source: The Adweek]

8. Online bot traffic will exceed human traffic by 2027, Cloudflare CEO says

AI-driven bots are rapidly increasing web traffic, and Cloudflare CEO Matthew Prince predicts that bot traffic will surpass human traffic by 2027 due to the heavy data needs of generative AI. This surge is pushing the internet toward new infrastructure models like on‑demand sandboxes for AI agents, while also raising challenges for websites that must handle the growing load. [Source: Tech Crunch]

9. The rise of generative engine optimization

AI-driven search platforms now deliver synthesized answers instead of link lists, changing how online visibility works. Generative Engine Optimization (GEO) is becoming essential alongside traditional SEO to ensure brands appear in AI-generated responses. Digital marketers must adjust to this AI‑first search environment to stay discoverable. [Source: Adgully]

10. Why CPM-led media planning is losing relevance in the age of AI

CPM is becoming an outdated metric in India’s low-cost, high-scale digital market, where impressions are abundant but real impact depends on influencing consumer behaviour. With AI improving media optimisation, true effectiveness now lies in measuring behavioural signals—such as changes in search intent—rather than relying on reach or delivery metrics. [Source: Social Samosa]

March 20, 2026
3 Reasons Why You Should Use Predictive Analytics for Media Planning

Modern consumers are an enigma. A standard buying decision now includes hours of online research, a visit to a physical store, plus a detailed discussion with the customer service executive.

Sometimes, consumers might use a complex combination of these methods, and other times, they might simply rely on a single channel to make the buying decision.

But even though the consumers are now channel-agnostic, the media industry has progressed exceptionally in understanding what is in their mind.

While there are technologies and tools that help you better cater to the current needs of the consumers, predicting the future is still an unaccomplished dream. With the help of predictive analytics, this might very well be possible.

What is Predictive Analytics?

Predictive analytics can be defined as a branch of data analytics that focuses on making future predictions by analyzing historical data. It uses machine learning and analytics techniques such as statistical modeling to make future predictions that are highly reliable and accurate as compared to traditional technologies.

According to a report by Allied Market Research, the predictive analytics market size was valued at $7.32 billion in 2019. By 2027, it is expected to surpass $35 billion, growing at a CAGR of 21.9% from 2020 to 2027.

But what makes predictive analytics such an integral component of modern media planning strategies? Take a look-

1. Utilize Big Data

As a growing media business, you might know how vast and valuable the data collection and analysis opportunities are with technologies like Big Data and the Internet of Things (IoT). But it is with the help of predictive analytics that you can strategically leverage the data for driving consumer insights.

While there are new technologies and tools for collecting behavioral audience data, demographics data, 3^rd party intent data, to competitor performance data, all of this data is only useful if you can unlock their hidden meaning. Predictive analytics can make this possible.

2. Effective Audience Targeting

Delivering the right message to the right people at the right time is now a must for every media business. Predictive analytics can use user existing customer data and even 3^rd party behavioral data for identifying new customers that you can target.

The level of correlation that this technology draws between the behavioral factors and demographics of potential customers is simply not possible with traditional practices and tools. This is one of the biggest reasons predictive analytics is now leveraged even by Google and Facebook in their Similar Audience feature.

3. Optimize Advertising Budget

The entire process of manually collecting consumer data and then analyzing it is an expensive affair. Predictive advertising helps you reduce and optimize your marketing budget. If you already have an end-goal for the data analysis, predictive technologies enable you to define the parameters on which actions can be taken through automation.

This not only helps eliminate the complexities associated with making sense of your data but can also significantly reduce your marketing budget, enabling you to spend money where it matters.

Achieving Marketing Goals with Predictive Analytics

A large number of media businesses across the world have adopted predictive analytics into their marketing operations and are already witnessing positive outcomes. If you want to grow your media business and are willing to invest the funds and time, there is no reason why you cannot implement and benefit from this next-gen data analytics technology.

Look for a reputed digital marketing company that can help you better understand predictive analytics and assist you in getting started.

September 21, 2020
Overcome Uncertainties With Effective Media Planning and Strategy

Uncertainty is a condition that will always remain a part of the industry. Neither individuals nor organizations have much control over these.

The coronavirus pandemic is one such severe uncertainty that has disrupted almost every industry. Marketing budgets have come under increasing scrutiny, consumer and competitor behavior is changing, and marketers are caught in a complex scenario. While most marketers are seeing a spike in traffic from their media spend, it is not necessarily translating into conversions.

To tackle these challenges, marketers need to revise and alter their current media planning and spending strategies. Transparency and efficiency in media planning ensure the fulfillment of short-term and long-term goals that are needed to sail through these difficult times.

Balancing What’s ‘Planned’ and What’s ‘Delivered’

A thorough assessment of the planned media strategy, the budget, timeframe, goals, and other such metrics, and comparison with what has been delivered so far, will help marketers understand where they stand. With planned and delivered data analyzed properly, the marketers will be able to optimize their campaigns accordingly. The key is transparency across channels in terms of both spends and the key metrics, which will help marketers make decisions in real-time.

Modifying Marketing Strategies

In these uncertain times, consumer behavior is changing. Hence, marketing strategies that were effective before may not work as efficiently in the current situation. This is the reason why several brands have put their campaigns on hold.

However, it is worth noting that this can have an adverse effect on the brand’s market shares. It can take up to five years for brand recovery if advertising is stopped. Therefore, it is crucial to continue advertising, although it is advisable to focus more on promoting brand awareness and loyalty rather than encouraging sales.

Change in Key Performance Indicator (KPI)

Previously, many marketers depended on sales KPIs to measure their media performance. The coronavirus pandemic demands for a shift from sales-based indicators to awareness-based indicators. As mentioned, consumer behavior has shifted drastically. Instead of measuring how the advertisement strategy affected the brand’s sales, the marketer should focus on how many web visits it generated.

Verification and Viewability

Verification and viewability are two important advertising metrics that have always been important but have gained increased importance with marketers trying to optimise their ad spend with low budget. Spending huge amounts on advertisements is meaningless until they reach the target audience. Marketers need to constantly monitor their media and keep a check on brand safety standards and fraudulent ad activities.

Desperate Times Call for Prudent Measures

The COVID 19 situation will have a severe impact on media planning. Previously preferred advertisement techniques and marketing strategies may not produce the same results as before. Uncertain situations such as these demand for an effective, efficient and well-planned marketing strategy that is best suited for the current consumer behavior. This changing market environment provides a great opportunity to implement new techniques for engaging with customers, that, if done correctly, will ensure future growth.

September 11, 2020
Introducing Logicserve Trading Desk: Your One Stop Destination for Media Planning & Buying
https://www.youtube.com/watch?v=AxInnsqwqJY

Currently, the extraordinary availability of Internet across mobile devices, coupled with a boom in the ecommerce industry has led to the emergence of complex marketing strategies which are being automated for on target deliverance and better ROI performance.

The increase in ad space and slots available across websites implies enormous opportunities for advertisers to promote their products on par with relevant targeting using the accumulated data and its analysis.

This digital marketing channel has given way to Ad exchanges and Agency Trading Desks which help the advertisers in buying media as per their objectives.

Media buying through Demand Side Platforms takes place through Real Time Bidding (RTB). Real-time Bidding (RTB) refers to the purchase of display media/ad space through an auction. RTB allows advertisers to buy digital media space through bids which can be done on impression basis. Here, the advertisers retain the right to decide on the value of the bid of impression on the basis of detailed information made available on impressions. The entire RTB auction process happens in a fraction of second within which the auction is carried out, bids are evaluated and the best bid is placed.

Real-time Bidding offers:
- Bidding and ad placement in fraction of seconds
- Self-optimization for better results
Demand Side Platforms offer a single interface to digital marketers to buy as well as manage many ad exchange backed up by third party data. The DSPs can incorporate the Real Time Bidding process to offer competitive bidding of various banners and ads across their target groups enabling a well optimized marketing campaign with a superior tracking and monitoring system in place.

Demand Side Platforms offer:
- Availability of all ad-exchanges with third party data partners
- Availability of inventory in India & rest of the world
- Availability of relevant target audience along with key denominators
- Availability of all display formats – mobile, video, standard and other formats
- Availability of bid optimization as per campaign requirements
- Transparency in reporting of ad performance in real-time
Logicserve Trading Desk (LTD) offers convergence of latest media space technology and professional expertise. With enormous data to process which is growing every second, LTD helps in creating the best digital media campaigns with remarkable results.

LTD has been successfully associated with best of Demand Side Platforms (DSPs) with Real Time Bidding (RTB) technology and premium publishers to offer the seamless integration of a campaign’s multimedia approach.

The entire campaign is planned through a competitive analysis across audience insights, segmentation, optimization, ad retargeting and pricing. LTD’s association with premium technology partners ensures that the campaign is directed across the most suitable inventory by using RTB via DSPs

Programmatic Buying and Bidding

The evolving world of digital media is rapidly becoming an automated activity and by 2017 nearly 70% of the media spend is likely to be automated. In the future, programmatic buying and bidding i.e. buying and selling of ad inventories across desktop and mobile will be entirely automated.

Programmatic buying takes place via exchanges, DSPs and ATDs. It allows you to set parameters for display of ads like target audience, geography, time, interests, behaviour, placement, categories and third party data, etc. LTD lets you customize campaigns as per your requirement. The digital media mix for campaigns can include video, mobile, desktop inventories and more, depending upon the audience presence across these channels.

With an experienced team of media planning and buying professionals across Europe, U.K & India, our expertise in audience insights and segmentation, optimization and ad retargeting coupled with strong relations with ad partners ensures premium inventory made available at competitive price. Logicserve works in a transparent manner and offers all possible assistance including campaign insights, creative support during the campaign along with timely reporting.
October 27, 2014

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