2022 (19), №4

Digital Media Planning Technologies Based on Economic and Mathematical Modeling

For citation: 

Shmatov, G. A. (2022). Digital Media Planning Technologies Based on Economic and Mathematical Modeling. AlterEconomics, 19(4), 705-724. https://doi.org/10.31063/AlterEconomics/2022.19-4.8


The article focuses on the theoretical and practical aspects of media planning software development. Media planning helps increase the effectiveness of problem-solving in a modern digital society; it is necessary both for private businesses and government agencies. This paper describes the development of digital media planning tools with the help of economic and mathematical modeling. These tools include analytical and numerical methods for planning and optimizing advertising placement, methods for monitoring media and market parameters, as well as software products for media planning, marketing and advertising research. The resulting media planning software were published on the website c-mix.ru. These programs can be used to devise optimal media plans based on up-to-date data on media consumption by various target audiences, calculate such parameters as audience coverage, distribution of coverage by the number of advertising contacts, the average number of advertising contacts, etc.

Georgiy A. Shmatov — Cand. Sci. (Physical and Mathematical Sciences), Senior Research Associate, Associate Professor, Department of Advertising, Humanities University; https://orcid.org/0000-0001-9187-1490 (3, Zheleznodorozhnikov St., Ekaterinburg, 620041, Russian Federation; e-mail: sga36@mail.ru).

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