MDS

Print is probably one of the most heavily analysed media in the Netherlands. For many years research has been done to the audience of magazines and newspapers. Besides, research is becoming more and more extended with other information, such as viewing and listening behaviour, cinema-going and the use of all kind of products - from reading habits to the favourite beer, from the car brand a person drives, to the different kind of shampoos one uses; everything is being investigated. To be able to analyse all these data Het Media Instituut offers MDS: a very user-friendly media planning software program.

What is MDS? The media planning program MDS analyses readership surveys. So it can help you to produce and optimise mediaplans and determine the composition of a target group. The program contains reach figures but also circulation figures and advertising rates of the investigated media. Because of the multi-media character of many surveys it is also possible to make a profile of for instance viewers of certain television programs or cinema visitors. Dependent on the kind of survey used markets can be analysed or marketshares can be calculated. MDS is being used for media planning purposes by many media- and advertising agencies. Besides, many advertisers and media-owners are using this system to judge media plans, and for several marketing activities, such as determination of the target group.

How does MDS work? Crosstabs To get a good view of a specific target group crosstabs are a useful instrument: in rows and columns two groups are being compared. In this way it can easily be found out what the characteristics of a specific target group are, and what the audience of a medium looks like. MDS offers extended possibilities to compare different variables in crosstabs. Composed target groups can be used as well (e.g. men, owning a BMW, age 35+). Besides, MDS indicates whether the values are significant or not, compared to the control group. The figures can be obtained in a table, a graph or can be exported to 3rd party software, e.g. Excel.

Ranking and planning
When a target group is known it is possible to find out what media can be reached at the lowest cost. After determination of the advertising format MDS gives an overview of the titles with the largest audience and the lowest cost per thousand in the target group. After this, a mediaplan can be made with the most efficient titles for a certain target group. MDS offers the opportunity to enter 30 different plans, so a good comparison of the different options can be made.

With one click on the button extra positions within a certain medium can be added or reduced. MDS also has a optimisation module: you give the maximum budget and the titles that should be used and MDS will calculate the optimal mediaplan.

The Benefits of MDS in short: very user-friendly, after a short introduction it is possible to use the program always the most up to date reach figures are used and are updated regularly figures can be obtained in tables, graphs or exported to Excel additional functions such as Storyfinder (profile of a magazine), Loyalty (brand loyalty) and optimisation of media plans includes extensive training to users by Het Media Instituut

The following standard surveys can be analysed with MDS: SummoScanner, Summo Doelgroepen Onderzoek, Jongeren and Decision Makers. Research of media-owners can be made suitable for analyses with MDS. Het Media Instituut also converts national reach surveys of Belgium and Sweden for MDS. The program is available in Dutch, English, German, French and Swedish.

Are you interested in MDS or do you have any questions?
Call Het Media Instituut for an appointment, or send us an email.

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