Compose: new channel planning tool launched in the U.S.

Compose, a new measurement tool previously only available in the U.K., recently made its North American debut in the U.S. The software combines research into communications channels with modeling capabilities and channel planning software to help media planners evaluate the true potential of multi-media campaigns. U.S. media agencies Carat (Aegis), Initiative (Interpublic), Mediaedge:cia (WPP), MindShare (WPP), and PHD (Omnicom) have signed on to Compose while Starcom MediaVest Group (Publicis) use rival software system, Media Contact Audits.

Compose spokesperson Hugh White of KMR (Kantar Media Research) in New York says there are no immediate plans to launch Compose in Canada but will consider it if there is enough interest. He says if and when the channel-planning tool makes it to Canada, it will use base data from PMB (Print Measurement Bureau). The idea behind Compose is to ensure that communications campaigns connect with the right people, rather than simply provide opportunities to see the advertising. In addition to traditional media channels - TV, radio, magazines, and newspapers - Compose includes data from online, email, and search; in-store and OOH; direct mail and even word-of-mouth, personal recommendations, price promotions and sampling.
By Staff 
November 1, 2005

Compose, a new measurement tool previously only available in the U.K., recently made its North American debut in the U.S. The software combines research into communications channels with modeling capabilities and channel planning software to help media planners evaluate the true potential of multi-media campaigns. U.S. media agencies Carat (Aegis), Initiative (Interpublic), Mediaedge:cia (WPP), MindShare (WPP), and PHD (Omnicom) have signed on to Compose while Starcom MediaVest Group (Publicis) use rival software system, Media Contact Audits.

Compose spokesperson Hugh White of KMR (Kantar Media Research) in New York says there are no immediate plans to launch Compose in Canada but will consider it if there is enough interest. He says if and when the channel-planning tool makes it to Canada, it will use base data from PMB (Print Measurement Bureau). The idea behind Compose is to ensure that communications campaigns connect with the right people, rather than simply provide opportunities to see the advertising. In addition to traditional media channels – TV, radio, magazines, and newspapers – Compose includes data from online, email, and search; in-store and OOH; direct mail and even word-of-mouth, personal recommendations, price promotions and sampling.

A return-to-sample study gathers data from a panel of adults in the market on consumer media and product usage and preferences, how they make purchase decisions within a wide range of product categories, and how they rate the ability of various media to convey traits such as trust or desirability. The Compose software measures all the media channels that might be considered for the campaign and – based on individual campaign objectives – assesses how well each channel can carry the brand messages to meet those objectives, and allows planners to evaluate the different combinations of channels. It also supplies calculations of how much budget is required for maximum impact against the communications objectives. Compose was developed by KMR, a WPP company, and channel-planning software company, PointLogic.