Backchannelmedia introduces free a media planning tool
Media planning is about to get a whole lot easier with the launch of DRTVResearch, a free media planning tool from Backchannelmedia, headquartered in Boston.
We believe that theres a greater need for advanced systems to build a bridge between the $70 billion general TV advertising market and the $4 billion DRTV advertising market, said Dan Hassan, who shares co-CEO responsibilities with company founder Michael Kokernak. Backchannelmedia has been a technology company since its inception, and with DRTV Research, weve created a cutting edge tool that will be adopted by a lot of people in the industry. Weve had an overwhelming response from the media planners who have seen it.
DRTV Research culls data from various sources and presents it in a unique, intuitively accessed way so unique, in fact, that Backchannel has just applied for a patent.
