Stein IAS Takes B2B Media Planning Capability to the Next Level

OPTIMIZING MEDIA PLANNING

Stein IAS expands agency capabilities with LinkedIn to advance its media planning.

Global B2B agency Stein IAS is continuing to enhance its LinkedIn planning suite by adding LinkedIn’s Media Planning API to its data platform, Origin. This new functionality extends Stein IAS’ go-to-market capabilities and offers agency clients access to rich audience insights and media planning data, enabling more informed decisions about optimal market reach and budget allocation.   

Launched last year using LinkedIn’s Audience Insights API, the addition of media planning to the Origin platform means the tool can now be used both to accurately segment audiences and, significantly, to define the most effective spend to target them.

Marc Keating, Chief Innovation Officer at Stein IAS, explains: “Adding LinkedIn’s Media Planning API to our own data platform, Origin, enhances our go-to-market planning and allows us to offer even more effective campaign targeting and budgeting to clients.

“Our tool’s intuitive interface, in combination with real-time, granular insights from LinkedIn, make it easy to explore different audience and media scenarios. This gives us a whole new level of insight that benefits our agency clients. We can build better segmentation of audiences and identify the optimal budget to reach those defined targets. This means more informed decision making, improved targeting and smarter budget allocation.”  

Stein IAS and partner agencies within the MSQ group all have access to the enhanced tool which is relevant to research and content teams, media strategists and planners, as well as media activation teams.

Marc Keating, Stein IAS, adds: “This next phase of Origin builds on our existing successful Audience Insights API collaboration with LinkedIn, and we are excited to access future LinkedIn APIs as part of our growing planning solution.

“With our development partners, MSQ Data, we will also be integrating generative AI technologies to advance the effectiveness of the data in informing personas, content themes, and creative and messaging territories. This will help close the loop between audience data and relevant content to improve campaign performance.”

Learn more about how Stein IAS originates, activates and generates award-winning work for its B2B clients across the globe here.

The B2B Originals, Stein IAS is the first and leading brand-to-demand agency for B2B enterprises worldwide. We originate growth for clients globally by fusing data, intelligence and technology with Big Long Ideas and experiences that build brand strength and drive revenue growth. Among the most awarded agencies in B2B, Stein IAS has won ANA B2 and Global ACE Agency of the Year awards in 2023 and been named ANA B2B Agency of the Year 11 times over the past 13 years. Stein IAS is the only B2B agency to have won WARC Awards for Effectiveness (Gold) across consecutive ideas. With ‘Learn for Your Life,’ one of our three core values, the agency also received a Princess Royal Training Award in 2023 and was accredited for the 8th straight year by Investors in People for our commitment to the advancement of our most precious resource, our people.