Telmar Group's AD Giraffe app, a quick, easy way for media planners to input their own data and receive reach and frequency estimates back in real-time, has today launched
internationally, the company has announced. App users "input their own consumer market, audience and cost data from media vendors, research suppliers and media exchanges" before Telmar's
algorithms spit out the estimates.
“I like it; in Mad Men days we planned media on a napkin over lunch. Now it’s mobile high tech without the food stains,” stated
Brad Adgate, SVP, research, Horizon
Media Inc.
With the results being delivered in real-time, and the fact that all you need is a smartphone, it makes sense
that professors would find use of this tech in teaching ad students. "Within minutes of my announcement that Telmar’s AD Giraffe was available, several students immediately downloaded the
app in class. Minutes later, in the palm of their hands, they showed me media plan reports that they had just created for their assignments," Alyse Lancaster, Professor and Chair Person for the
Department of Strategic Communications at the University of Miami, told RTM Daily via email. "It was a stunning moment. A powerful glimpse into the future."
Below is a video from
Telmar demonstrating the app.
The app is free for Telmar clients and is
available for $9.99 until July 30, 2013 in the Apple App Store. The app is for the iPhone and iPad. The company stated that an Android version will be available "shortly." The app has been available
in the U.S. since late April.