When you open Media Optimizer, you can start working with existing scenarios, or start to create new ones.
If you want to continue working with your previously created scenarios, you can find them directly from your screen as a tab in the Optimizer, or you can open them by clicking the folder icon.
If you want to create a new scenario, click the plus icon.
You can create a new scenario in three ways:
New scenario: a completely new scenario
Copy own scenario: copy a scenario you created previously
Copy public scenario: copy a scenario created and published by someone else from your team
You can also name your scenario. It's important to name your scenario accordingly so it's easier to compare multiple scenarios in the analysis view!
Optimization mode
When creating a optimization mode, you need to choose an optimization mode.
Budget optimization:
Optimizes the weeks and the media mix when then budget is known
Answers the question: how much should we invest in each channel and each week when our budget is 300k€?
Total sales target
Makes it possible to reach the desired total sales target
Answers the question: how much should we invest to reach our total sales target?
Incremental sales target
Makes it possible to reach the desired incremental sales target
Answers the question: how much should we invest to reach our incremental sales target?
Reference scenario
Sets as starting point exactly the same budget and the same weeks as the selected reference scenario
These specs cannot be changed but can rather be used as the starting point to understand the context
Default week selection
When creating scenarios, you should choose default week selection.
Let's use an example of using reference period for weeks 40-50:
number of weeks: MO optimizes for the same amount of weeks as in reference
if TV was used for 3 weeks (41, 42 & 43), MO will use TV on any best 3 weeks during 40-50
calendar weeks in order: MO optimizes for the same order of weeks as in reference
if TV was used for 3 weeks during 41, 42 & 43 (= 2nd, 3rd and 4th week), MO will put investments on the 2nd, 3rd and 4th week of the selected time period (so if we optimize weeks 40-50, MO will put TV on weeks 41, 42 & 43 and if we optimize weeks 30-40, MO will put TV on weeks 31, 32 & 33)
calendar weeks match week number: MO optimizes to exactly the same week numbers as in reference - this is always 52 weeks by default
Time period to optimize
Next, you can choose Time period to optimize. For example if you are crafting media plan for the first half of 2025, you can choose weeks accordingly.
You can also make a plan for shorter time period. If you for example want to optimize your media allocation for the upcoming Black Week, you can choose the sole week.
Reference time period
Media Optimizer uses the historical investments to find out reference values for the budgets and sales targets. For that purpose, you should pick reference time period for your scenarios.
You can choose to use same weeks from last year or most recent weeks. You can also set custom time period in order to set reference period yourself.
Choose dimensions
Final stage of creation process is to choose your dimensions. You can choose maximum of two dimensions, so choose the most relevant dimensions for your need.
Configure your scenario
After you have finished the scenario creation and clicked the "Create" button, the scenario will be created based on the choices you made during the creation process and will open on the left side of your screen. However, you still have the option to customize your scenarios with multiple ways. Learn here how you can setup your scenarios.