The Financial Times is hoping to boost repeat advertising business with a new audience mapping tool that makes it easier for its advertisers to reach audiences across print, online and the FT app, reports Lucinda Southern of Digiday.
Southern writes, “The tool was developed over the past 15 months by a team of about 10 people from the FT and consulting firm PwC. The FT’s monthly global reach is calculated based on Ipsos Mori data on its print audience and the FT’s online first-party data that’s assured by PwC. The FT’s reader survey data is used to provide de-duplicated data.
“Milsted said the tool showed less audience crossover on FT platforms than expected. While print and digital audiences overlap, there’s an audience distinction across time and day.
“The use of third parties gives the tool credibility and will encourage more global and pan-regional bookings, said Mark Holden, global strategy director at agency Starcom.
“‘Reach and frequency-based planning doesn’t sound groundbreaking, but you’d be surprised how many more digital campaigns are planned on the basis of impressions served than on guaranteed or managed reach and frequency, which means the actual reach and frequency can be unpredictable,’ he said. ‘This will protect and cement bookings rather than bring new business in.'”
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