Telmar Group, a supplier of advertising media planning software support services and Strata Inc., a supplier of advertising software systems for media buying announced yesterday they have formed a marketing alliance to offer an independent, integrated supply of software systems for media planning and buying.
The two companies said their integrated services will bridge the worlds of media planning and buying so media professionals can better evaluate media options and execute buys on better information.
Under the new marketing alliance, media buyers can merge the output of one system into the starting point of the other. For example, if the Telmar media planning software calls for a spot radio ad in Chicago, the Strata media buying software could indicate which station offers the best audience ratings and the lowest cost for the desired demographic audience of the advertiser.
“As the recent AOL Time Warner suggested merger indicates, today we have an accelerating need for integrated media planning and buying software to accommodate the offerings — i.e. TV programs, discounted magazine ad space, Internet banner ads, etc. — of such would-be new media conglomerates,” said Stanley P. Federman, Telmar Group founder/CEO. “Combined with recent demands for media ROI performance guarantees, the integration of all media planning and buying makes sense.”