Singapore – Digital media agency JOLT Digital has announced the launch of its new media planning technology J-CAL, which allows marketers to create more effectiveness to their campaigns through calculated budget spend and expected return of ad spend (ROAS).
J-CAL is customizable to each client’s specificities and works for any size budget. It has been built using thousands of data points from campaigns over the past five years in Asia. Furthermore, J-CAL is not only focusing on campaigns that have a performance objective but also on branding campaigns. It is undeniable that branding is critical as it not only helps grow brand health metrics but also sales.
“At JOLT, we think that allocating thousands of dollars deserves a scientific approach and that’s why we have created a technology, J-CAL, that predicts the most optimal budget allocation to each channel, as well as campaign’s return of ad spend (ROAS),” the company said in a press statement.
For Sebastien Lepez, founder and CEO of JOLT Digital, part of the reason why J-CAL was launched was due to the fact that most planners only rely on ‘gut feeling’ on how much a campaign should spend in order to be effective.
“After using J-CAL for some of our clients, we realized that something was missing. A campaign’s objective is not always focusing on performance. Most often there is also an objective of Brand building. That’s why we have incorporated a brand building dimension in J-CAL and in the calculation of the return of ad spend (ROAS),” Lepez explained.
He also cited the recent news of Airbnb shifting their campaigns’ objective to brand building rather than performance as one of the inspirations for the media planning technology launch.
“J-CAL has taken nine months to develop and I think we have created a technology that is very unique and very robust. A lot of data, efforts and thinking has gone into it. We truly believe that it is going to game-change media planning,” Lepez stated.
He added, “Our industry is in need for a change and it’s been requested by clients for many years. After years working at agencies and clients, I had time to observe the gaps and now I am able with JOLT and with J-CAL to fill these gaps. J-CAL is going to game-change media planning and bring a more scientific approach to it.”