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A problem is realized

Amid an extensive career with advertising agencies, the OptalX founder observed the challenges advertisers face when planning a media mix — commonly making “guided guesswork” the inevitable. Despite the dozens of advertising tools available during his agency tenure, media plans often contained arbitrarily rounded budgets allocated to a given channel (e.g., $100,000), but seldom particular allocations (e.g., $99,500). This observation eventually led to growing doubts about the accuracy of the overall planning process used by the small to billion-dollar brands he worked with throughout his career.

While analytical tools gave directional insight, translating standard advertising insights into granular media-mix decisions was a challenge. Traditional media-mix solutions (e.g., media-mix modeling) took far too long to produce an output, or the cost and complexity of the solution could not be justified for the constant “micro” planning needs between channels.

These challenges ring true for many advertisers today, propelling “guided guesswork” when planning or adapting a media mix. Far too often, the freedom to optimize later justifies the absence of a comprehensive plan. Research shows an average of 26% of annual budgets go to waste due to ineffective channels and strategies.*

*Based on study from Rakuten

The search for solutions

The OptalX founder set out to create an intuitive platform that would allow advertisers to balance multiple objectives and swiftly produce a plan relevant for today’s media landscape — a plan per channel, placement, and ad format. He later joined forces with former engineers from Facebook, LinkedIn, and IBM to build the technology that would power the OptalX platform.

OptalX is launched

OptalX launched as a tool designed to cut the guesswork from media-mix planning by helping advertisers set an objective behind every dollar with ease. Today, OptalX has expanded their tools with predictive outcome analytics — bridging the gap between media planning and analytics. Now advertisers can see the trending outcome of every micro-metric in the context of their media-mix strategy. This allows advertisers to act early and with purpose by connecting the smallest marketing details to the big picture in a single click.