A new tool uses more than ten years of campaign data to help advertisers predict outcomes and refine targeting. Blueprint, from Strategus, aims to streamline planning and improve results before campaigns go live.
Media and marketing teams looking to sharpen their campaign strategies now have a new option for data-driven planning. Strategus, a managed service provider focused on connected TV, has launched Blueprint, a tool designed to predict campaign performance using over a decade of historical data. The company says Blueprint enables advertisers to anticipate results and optimize targeting before spending on live campaigns.
According to Strategus CEO Todd Porch, many advertisers struggle to connect data from different platforms, making it difficult to build a unified view of past performance. Blueprint addresses this by aggregating campaign data across multiple sources, allowing agencies and brands to evaluate likely outcomes for proposed strategies. Melissa Kovach, media director at Jackson Spalding, reported that her agency used Blueprint during its beta phase to plan a major campaign for an energy client. By analyzing historical data from platforms like Meta and Google, the agency identified younger homeowners as a promising segment that might otherwise have been overlooked.
Blueprint’s analysis revealed that younger homeowners were more open to trying new brands, less motivated by discounts, and active across a wider range of digital channels. This insight led Jackson Spalding to tailor creative assets and A/B test different price points for this audience. However, the agency does not access Blueprint directly; instead, Strategus delivers insights as part of its managed service, keeping proprietary data internal and relying on its team to interpret results for clients. Rachel Dillon, EVP of sales and marketing at Strategus, emphasized that human analysis remains central to the process, with experts reviewing data before making recommendations.
Strategus developed Blueprint in partnership with enterprise AI company Convey, which pulls campaign data from platforms such as The Trade Desk and Resonate. This approach allows for customized insights at the vertical, agency, and advertiser levels. Dillon noted that layering proprietary data with third-party sources and AI personas has made it easier to provide tailored media mix and budget recommendations. For example, Strategus recently advised a franchise brand on TV ad budgets and audience segmentation by referencing data from similar campaigns and competitor spending.
Blueprint is not the only tool aiming to improve campaign planning before launch. Other platforms have introduced features for pre-campaign testing and optimization, such as the split testing capabilities highlighted in Reddit’s recent rollout for advertisers.
