• by Laurie Sullivan  @lauriesullivan, October 21, 2008

Brands should never have to hear "it's not my job" from media buyers and planners, so Mediasmith developed a bundled service that supports emerging technologies, social media and search in one package. The San Francisco-based company will introduce the offering, dubbed M³, today.

 

  The bundled service puts Mediasmith at the helm of managing and executing several parts of any campaign to eliminate chaos and calm the nerves of buyers at brands trying to direct and outsource projects. Technology has opened the door to give brands hundreds of options for where to place ads and grab consumer attention. One agency might handle search, while another supports social media because it involves content distribution and seeding.

While supporting content on Facebook, for example, may not require a media buy, it still involves strategy, tactics, trafficking, distribution and optimization. Offering the service through a bundled service creates a one-stop shop for clients, according to David L. Smith, founder and CEO, Mediasmith.

"The media buying world has begun to see the affects of Moore's Law," Smith said. "The number of new options available to us is growing. How many different sites like Digg and Reddit are available? How many microblogging options for Twitter? In China there are between eight and 10."

Similar to the growth spurt now in social and media sites, the observation made by Intel cofounder Gordon Moore suggests that the number of transistors per square inch on integrated circuits has doubled every year since ICs were invented. Moore predicted that this trend would continue.

Smith said buyers and planners now must consider hundred of options when planning media buys for clients and the hope is the new bundled service will ease the process.