Balihoo

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Balihoo is the world's first search engine focused on the media planning and buying industry. Why? Because the industry needs it. Several trends in the industry are causing inefficiencies to creep into the current media buying and planning model: - Media Fragmentation This idea of audiences segmenting themselves into smaller and smaller groups based the content they consume is represented most obviously in the television marketplace. It wasn't long ago that the top three networks dominated television viewing and the advertising associated with it. Today, several reports place the number of stations available to the average television viewer to be 100 or more. This fragmentation is beneficial to the advertiser because it provides a more targeted audience, however it creates a significant issue with finding and buying these varied and diverse advertising opportunities. - Inconsistent Data Historically, data on advertising media sales opportunities and media outlets has been contained within costly, proprietary data storage systems. Media buyers and planners would try to collect all of the relevant data and organize it locally; however their information was quickly out of date. Paper files, fax pages and most recently .pdf's have become the defacto standard for media planners and buyers to collect and organize information on advertising media opportunities. This process is time-consuming and inefficient for both the media planners and the media outlets trying to sell their...

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