Measured Launches Media Plan Optimizer
The Media Plan Optimizer also expands connectivity, enabling enterprise brands to integrate in-house or third-party MMMs and output generated plans into internal BI and reporting systems.
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Measured has announced the newest iteration of its Media Plan Optimizer, a planning solution that transforms measurement into action for outcome-driven marketing teams, building on the release of its causal Media Mix Modelling technology and deep expertise in incrementality.
The Media Plan Optimizer is powered by Measured’s proprietary triangulated measurement system, which combines incrementality testing, Media Mix Modelling, and attribution into a unified, causal framework.
Marketers have long struggled to connect media investments to real business outcomes, relying on fragmented data, slow reporting, and correlation-based methodologies.
The Media Plan Optimizer changes that by turning weeks of planning into minutes. Marketers can scenario plan media directly against incremental business objectives, linking every dollar of spend to real business outcomes.
By grounding optimisation in causal measurement, the Optimizer delivers precise recommendations across channels, conversion types, and time horizons.
Designed to integrate with existing workflows, marketing teams can ingest prior learnings and simulate future outcomes without spreadsheets or siloed systems. The Media Plan Optimizer also expands connectivity, enabling enterprise brands to integrate in-house or third-party MMMs and output generated plans into internal BI and reporting systems.
“Today’s enterprise marketers don’t have time for guesswork or unreliable attribution. They need tools that are fast, flexible, and grounded in outcomes,” said Trevor Testwuide, CEO and Co-Founder of Measured.
“Our omnichannel Media Plan Optimizer — powered by Measured’s triangulated measurement system — was built to reflect how businesses actually plan, across teams, timeframes, and targets. By fusing long-term strategy with short-term signals, we’re giving marketers a smarter way to plan and a clearer path to results.”
At the core of the new Media Plan Optimizer are diminishing response curves. These curves factor in media and customised non-media inputs such as seasonality, ad stock, and more, powering a scenario planner that lets marketers plan and forecast media budgets across the full scope of their omnichannel sales goals.
With Media Plan Optimizer, marketers can forecast outcomes in real time against media spend, sales goals, and efficiency targets. It projects diminishing response curves and shows exactly where to allocate spend to achieve their objectives.
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