Categories: OLD Media Moves

The Financial Times has created an audience mapping tool

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.'”

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.

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