If you’re exploring media buying software options, you’ve no doubt found it can be an expensive investment. Small or boutique ad agencies, PR firms, creative agencies and in-house marketing pros need a solution that fits the bottom line. BluHorn Solutions® is designed to be affordable and to stay affordable.
There are three design factors that keep the license fees cost effective. First, BluHorn Solutions® was designed for some manual input, such as media vendors, media rep info and market names. Pre-loaded mrket info can be a short-term plus, but manual input gives you the freedom to customize your vendors and market names based on how you buy. For TV and Radio, manual input of ratings and thousands is optional. Stations are very willing to share their ratings data info with you at no cost, eliminating your need to contract with a ratings data company and the need for the software company to also contract with a ratings data company. This is a big undertaking for the software company. It’s time consuming and costly…a cost that’s most likely passed on to customers in a higher license fee.
The second design factor for BluHorn’s affordability is sticking to the basic calculations. More formulas and more calculations mean more tech calls and issues, which mean more time and expense for the software company. Keeping it simple keeps it affordable. BluHorn Solutions® offers GRP (gross rating point) and CPM (cost per thousand) totals and summary breakouts per daypart, station, weekly and monthly data. The software does not include a reach and frequency formula. There are no industry requirements for media buying software companies regarding a reach & frequency formula. Software companies can program whatever calculation they choose. Therefore, identical buys could yield significantly different reach and frequency results, depending upon which software is being used. And with the increased distractions for most TV viewers and radio listeners, the validity of traditional reach and frequency theories and formulas should be questioned.
The third design factor that influences BluHorn’s affordability is the straight forward design of the Reports feature. It allows users to export report summaries into a PDF, Excel or Word document. You can slice and dice and customize based on your presentation requirements.
BluHorn is committed to the basics…great customer service, ease of use, affordable license fees and respect for our customers. Learn more about BluHorn Solutions® media buying software or ask for a free demo.
