TorchMedia has released a media-planning tool for iPhone, built specifically for media planners and marketers working to purchase campaigns.

The ‘Shopper Media Planning Guide’ app enables users to input their campaign objectives and brand characteristics, then recommends the most relevant retail formats for the campaign.

The app’s recommendations are driven by a calculation system, where each Shopper Media format is given a weighting determined by the user’s selections, based on TorchMedia’s library of hundreds of campaign analysis studies.

“TorchMedia developed the Shopper Media Planning Guide because we wanted to do something a bit different – something interactive and engaging for our clients, and useful to the wider Shopper Media community. The planner is a good way to stimulate conversation and provides a strong indication of which formats are most suitable for the particular type of shopper that is being targeted,” said Steve Jones, strategy director at TorchMedia.

The app is available for free at the iTunes store.