Mogae Media has launched MoCube, a proprietary software tool that helps quantify the benefits of adding mobile to a media plan.
MoCube has a simple and easy-to-use interface, where a planner inputs the market-wise expected ‘net reach’ from the media plan that will include press, TV, radio and internet – and derives the incremental reach and incremental frequency through mobile apertures (SMS / EOCN / WAP / Brand USSD / DTH / OBD / RC). MoCube helps the planner calculate the incremental gain through mobile as a media multiplier, shared an official release.
The apertures in MoCube are segregated as Reach Builders, Frequency Builders and Focused Targeting to meet the objectives of the campaign.
Tanya Goyal, Executive Director, Mogae Group said, “Over the last 18 months, we found that mobile as a medium needs to be evangelised – not just with clients, but even with agencies. Many of the large brands, with large budgets, believe that their media plans are delivering enough reach and frequency. The truth is that there is no medium to match mobile reach, or at the very least to add an OTS in an effective and efficient manner. That’s how the idea germinated – of having a simple software that calculates the added reach and frequency, not just of mobile – but of specific mobile apertures.”
Mogae believes this software will act as a catalyst to enable media planners to add more and more of mobile apertures to their plans.