Announcing Telmar CenTab™- Expanded & Tabbable US Census Database & Mapping System for Micro-Geographic Analysis
Announcing Telmar CenTab™- Expanded & Tabbable US Census Database & Mapping System for Micro-Geographic Analysis
NEW YORK, April 9, 2012 /PRNewswire/ — Telmar, a global supplier of advertising media software and services, announced the launch of Telmar CenTab™. Marketing and media companies now have a tool that allows targeted media planning at micro geographic levels using the Census Bureau’s annual PUMS Study.
Telmar CenTab™ contains the demographic variables commonly used in media planning and future releases will contain even greater demographic detail in the areas of occupation, ethnicity and education.
Users can also integrate Telmar CenTab™ with their own studies and subscription based studies for micro geographic reporting, analysis and mapping. PUMS is an annual US Census Bureau survey representing 1% of the American population. The number of observed respondents is more than 3 million, by far the largest respondent level, total US population study for stable cross-tabbing results. The database has been updated to current US county population levels and extended by statistical simulation techniques to 8 million respondents to allow more comprehensive micro-geographic level analysis including states, markets and counties.
Telmar CenTab™ is another Telmar service that fits squarely into the Telmar MediaVision™ philosophy and platform which ensures effective and efficient advertising outcomes through integrated marketing, media planning and buying processes.
“Ultimately, what Telmar CenTab™ offers is an enhanced customer segmentation solution and when used in conjunction with other media studies can result in better media planning solutions,” said Corey Panno, President, Telmar Group Inc.
About Telmar
Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, digital and print publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For digital and print publishers, broadcasters and outdoor operators, Telmar offers the ability to collect, store and manage media research for media planning, media sales, revenue management and optimization. Telmar has offices around the world and is headquartered in New York City. For more information on Telmar and its international services, please visit www.telmar.com.
SOURCE Telmar
“4 of the top 5 advertisers increase OOH spend last year”
Out of Home Advertising Grows in 2011
Contact: Nicole Hayes
(202) 833-5566
nhayes@oaaa.org
For Immediate Release – February 22, 2012
Out of Home Advertising Grows in 2011
Full Year Revenue up 4%
Out of home advertising revenue rose 4 percent in 2011 compared to the previous year, accounting for $6.4 billion, based on figures released by the Outdoor Advertising Association of America (OAAA).
The increase in revenue was consistent for each quarter of the year with total growth up 3.0 percent in the fourth quarter.
“Out of home performed well last year,†said OAAA President & CEO Nancy Fletcher. “More brands are recognizing the value out of home advertising can add to a strategic media plan.â€
Several industry categories performed well all year, most notably the Schools, Camps & Seminars sector, which was up 22.4 percent for the year. Other notable growth categories were Media & Advertising; Financial; and Miscellaneous Services & Amusements, which is comprised mainly of local brands. The Communications category flattened in 2011after a decrease in the fourth quarter.
Four of the top five advertisers increasing out of home media spend last year were financial brands; namely Chase, Prudential, JP Morgan, and Citi. Five of the top 20 advertisers increasing out of home spend were in the Media & Advertising category.
“Out of home advertising outpaced the overall ad business and other local media last year,†said Stephen Freitas, OAAA Chief Marketing Officer. “The industry has grown steadily for the past seven quarters, and that growth trend is expected to remain strong.â€
OAAA issues full industry pro forma revenue estimates that include, but are not limited to, Miller Kaplan and Kantar Media (which is not adjusted to reflect changes in data sources), and member company affidavits. Revenue estimates include billboard, street furniture, transit, and alternative media, as well as digital platforms for advertising spend.
For more information about specific category spend, please contact Nicole Hayes at nhayes@oaaa.org.
# # #
OAAA is the trade association for the more than 800 outdoor advertising companies that make up more than 90 percent of the industry’s revenue. For more than 120 years, the association has been dedicated to leading and uniting a responsible outdoor advertising industry that is committed to serving the needs of advertisers, consumers, and communities. Outdoor advertising companies generate $6.4 billion annually in ad revenues and donate space to charitable organizations in excess of $400 million each year. For more information, please visit
Are YOU Still Relevant?, asks Stan Federman Telmar CEO & Chairman
Are you relevant?
7 Media Realities to check if you’re positioned for media planning triumph.
1-There are more ways to advertise than ever before. This means more media types and more media; the differences within types are sometimes greater than the differences between types. Therefore planners must be able to consider all the vehicles and their differences as a basic part of the planning process.
2- Every consumer engages, interacts and consumes all those media variations differently; therefore personalized planning (what Telmar calls Persona Planning) must be part of the process.
3- In consumer driven market economies, a company must achieve new consumer awareness of and interest in its products and services. Therefore, developing strategies for such awareness is a primary responsibility of the media planning process.
“Make it and they will come” business strategies only work if a company has already built a solid demand for its brands. In the absence of such solid brand building, promotion must be so persuasive and the benefits vs. costs so compelling that the product’s mere announcement of its existence creates demand.
Building solid demand is often referred to as a long term media strategy while creating demand with the mere annoucements of a persuasive and compelling offer is a short term strategy.
Both strategies can work but they require very different planning approaches.
4- Consumers have taken control of most forms of media and determine what information they want and when they want it. This holds for brand messages too, meaning advertisers have to really earn their time with consumers.
5- Social Media has made every person their own media publisher. As a media publisher, the individual can affect the communication acceleration capabilities of what they publish. Accounting for these media acceleration possibilities are a new and important part of today’s planning process.
6- Abundant data sources offer business guidance on the reach and impact of every form of media. Media Planners are better served by using media software suppliers who make available all data for all media to allow the widest scope of objective decision making.
7- Traditional media planning and buying metrics must be expanded to include impact and ROI measures as well. Any form of impact and ROI measure employed must consider and build upon the concept that the reach and frequency of an ad campaign must be determined before any measure of impact can be calculated.
*****
For those interested in learning more about how Telmar’s MediaVision* translates these new “media truths” into practical applications for agencies, media sellers, and advertisers, please email us at info@telmar.com. Our expert media team will spend time understanding your needs and interests going into this exciting and challenging year.
*Telmar’s MediaVision is the sum of all the products and services Telmar offers in today’s individual consumer centric media world.
Are you relevant?
7 Media Realities to check if you’re positioned for media planning triumph.
1-There are more ways to advertise than ever before. This means more media types and more media; the differences within types are sometimes greater than the differences between types. Therefore planners must be able to consider all the vehicles and their differences as a basic part of the planning process.
2- Every consumer engages, interacts and consumes all those media variations differently; therefore personalized planning (what Telmar calls Persona Planning) must be part of the process.
3- In consumer driven market economies, a company must achieve new consumer awareness of and interest in its products and services. Therefore,
developing strategies for such awareness is a primary responsibility of the media planning process.
“Make it and they will come” business strategies only work if a company has already built a solid demand for its brands. In the absence of such solid brand building, promotion must be so persuasive and the benefits vs. costs so compelling that the product’s mere announcement of its existence creates demand.
Building solid demand is often referred to as a long term media strategy while creating demand with the mere announcement of a persuasive and compelling offer is a short term strategy.
Both strategies can work but they require very different planning approaches.
4- Consumers have taken control of most forms of media and determine what information they want and when they want it. This holds for brand messages too, meaning advertisers have to really earn their time with consumers.
5- Social Media has made every person their own media publisher.
As a media publisher, the individual can affect the communication acceleration capabilities of what they publish. Accounting for these media acceleration possibilities are a new and important part of today’s planning process.
6- Abundant data sources offer business guidance on the reach and impact of every form of media. Media Planners are better served by using media software suppliers who make available all data for all media to allow the widest scope of objective decision making.
7- Traditional media planning and buying metrics must be expanded to include impact and ROI measures as well. Any form of impact and ROI measure employed must consider and build upon the concept that the reach and frequency of an ad campaign must be determined before any measure of impact can be calculated.
*****
For those interested in learning more about how Telmar’s MediaVision* translates these new “media truths” into practical applications for agencies, media sellers, and advertisers, please email us at
info@telmar.com. Our expert media team will spend time understanding your needs and interests going into this exciting and challenging year.
*Telmar’s MediaVision is the sum of all the products and services Telmar offers in today’s individual consumer centric media world.
Corey Panno Appointed President of Telmar Group Inc
New York, NY (February 1, 2012) Telmar, a global supplier of advertising media software and services today announced the appointment of Corey Panno to President of Telmar Group Inc. Formerly, President, Telmar North America, Panno will assume management responsibility for all worldwide business units and Development and IT corporate services. Stanley Federman, Chairman and CEO who previously held the President title as well, will continue to focus on new market expansion, global corporate strategies, and research and development activities.
Panno’s appointment parallels the expansion of MediaVision, Telmar’s philosophy and platform that ensures accountable advertising outcomes through integrated marketing and media planning processes.
Telmar’s alliance with Rex Briggs’ Marketing Evolution has helped advance MediaVision by dynamically incorporating key performance indicators into media planning. Panno will continue to take a lead role in this venture as a champion of both real time, and ROI-centric media planning.
“With marketers both having access to and grappling with large amounts of data, new media alternatives, a changing consumer purchasing dynamic and multiple technology platforms, the industry needs professionals with vision and the capacity to create meaningful solutions. Corey Panno is exactly that type of leader,” said Stanley Federman, Chairman and CEO, Telmar.
Panno added, “It is an exciting time for Telmar, and the industry. I’m looking forward to challenging ourselves and our clients worldwide to explore new models of media planning efficiency and efficacy.”
A media planning expert, prior to joining Telmar in 1989, Panno held media planning roles both on the agency and client sides at J. Walter Thompson and the Bristol-Myers Company, respectively. Panno joined Telmar as an Account Executive, and was quickly promoted through the positions of Manager of Client Services, Director of Product Quality and Production, and the corporate position of Global Director of IT and Product Design.
In his 20 + year tenure at Telmar, Panno has stewarded significant periods of growth, particularly in the design and development of Telmar’s unique software distribution system, eTelmar, and many of Telmar’s software and data management products and services. Mr. Panno has been President of Telmar’s US and Canadian Business Units and a member of the senior management team for Telmar Group Inc. since 2009.
About Telmar
Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, digital and print publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For digital and print publishers, broadcasters and outdoor operators, Telmar offers the ability to collect, store and manage media research for media planning, media sales, revenue management and optimization. Telmar has offices around the world and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.telmar.com.
PAMRO conference promotes development through research
“Harnessing the Power of Research: Lessons from the Continent.” This was the theme at the 13th
PAMRO All Africa Media Research Conference. Indeed, this is more than a theme – it goes to the heart
of what PAMRO does in Africa. A platform where people from across the vast African continent can
come together, network, pooling their knowledge, learning from each other, and harnessing the power
of collectivity, for the greater aim of spurring on development.
Held at the Le Meridien President Hotel in Dakar, Senegal, the 13th PAMRO conference was once again
an event which will no doubt lead to renewed research initiatives. Over 100 delegates from across
Africa and Europe attended, to hear papers delivered by experts from around the globe.
Lessons from Africa
PAMRO has always provided the opportunity to learn more about the countries of Africa. Every country
exists within a set of specific contexts, with varying conditions on the ground, all of which affect media
research. Country activity reports are a standard component of the PAMRO conferences, and provide
great insight into countries’ research and media context.
The 2011 conference also presented a number of papers on the research environment of specific
African countries. Fillipa Oliviera, the MD of Marktest, Angola, described the difficulties of doing
research in Angola. In this country, for instance, the oil companies have a lot of sway since oil is the
main export. It is difficult to employ educated, experienced researchers who prefer to work for the oil
companies because this is where the money is. It is also difficult to employ expatriates because work
visas are scarce. Traffic is another stumbling block, with congestion in Luanda sometimes adding hours
onto even short journeys to conduct interviews. Despite these challenges however, Angola conducts an
All Media and Products Survey (AMPS), based on the South African AMPS model which produces data
on the demographics, media consumption, and product and brand consumption of the South African
adult population.
Oliviera shared some of the latest results for the Luanda market from Angola AMPS. Even though
most of the population does not have electricity, 95% claimed to watch television on a regular basis,
with Brazilian soap operas being very popular. She told delegates that people use generators so that
they will not miss their favourite soap. Advertising recall is highest for television, with 92.2% of people
remembering ads they’d seen on TV, compared to only 7.8% for radio advertising. Oliviera pointed out
that most of the top brands are local, probably because it is too expensive to buy imported goods. Local
brands also advertise more and use local celebrities to endorse products.
But why, in the face of challenges such as those experienced by Angola, should Africa continue to
pursue the goal of producing media audience research, as encouraged by PAMRO? The keynote
address of the Honourable Moustapha Guirassy, the Senegalese Minister of Communication and
Telecommunication in Charge of New Technologies and Information touched on the answer.
The Minister was especially concerned about the importance of reliable and valid media research
and media currencies. Media research is critical in the maintenance of free societies, because a free
media is a cornerstone of democracy. If a free media is to survive and grow, objective and credible
measurement of the media is required. Independent media audience research thus plays an important
role as one of the pillars supporting free media and democracy.
Credible media measurement assists in economic growth as it informs marketers about advertising
opportunities to communicate their commercial message to consumers. More consumer advertising
means consumers are better informed about their own purchases. Huge investments will be made in
Africa over the next few years by international communications and media companies and they need
information to assist them in their decision making.
Overall, there was a sense of optimism amongst PAMRO conference speakers and delegates about
media research in Africa, despite the difficulties and challenges associated with it. This was best
expressed by Chris Maroleng of eNews Africa, in his inspiring look at the potential of the continent.
His stance against African exceptionalism was a refreshing call to develop the unique potentials of the
African continent.
Maroleng pointed out that despite past promises to cover Africa in a more balanced way, international
news agencies continue to provide stereotypical coverage of the continent, homing in on topics of war
or famine. Yet post colonialism and the Cold War, thanks in part to the efforts of international peace
keepers such as the UN, there has been more peace in Africa than ever before.
While the economies of the US and Europe are increasingly shaky, African countries have been able to
weather the recession better than most western ones. Africa’s economic growth from 2001 to 2008
has been increasing, and has out-performed developed economies with the exception of the East and
Southern Asia. On the down side, democratisation across the continent has now plateaued (although
democracy and political independence do not correlate with economic improvement). Most African
countries are over-populated, and populations will continue to grow. Although most CO2 emissions
come from the developed world, the developing world will suffer enormously from global warming
and climate change. There is still much work to be done in terms of education, and political leadership
needs to improve. Industry and entrepreneurship must be nurtured and developed, and globalisation
and free trade managed.
Yet Marolong left delegates with an overwhelmingly positive sense of the future for the continent,
saying that “Africa will develop, when Africans believe it will, and when we get away from our belief in
African exceptionalism”.
It is this development of the African continent, through the power of media audience research, that
PAMRO strives continually to promote. Knowledge is power and media audience research has the
power to reveal the day-to-day realities about the lives of Africa’s people.
From AdAge Digital – New Tool Promises to Put Social-Media ROI on Same Footing as Traditional Media
| By: Jack Neff | Published by AdAge Digital, June 3, 2011 |
Marketing Evolution, Telmar Believe Effects Can Be Predicted, Accountable Like Other Media
Social media has struggled for years to demonstrate return on investment on the same analytical playing field as more established media. Now, Marketing Evolution, which has been working on cross-media analytics for more than a decade, is joining with media planning software provider Telmar to release an ROI tool they say will do just that.
The companies will unveil the Telmar Matterhorn ROI tool, which became available earlier this week for early clients including Interpublic’s Universal McCann, during a presentation at Federated Media Publishing’s Conversational Marketing Summit June 6, the start of Internet Week in New York. That’s fitting, said Marketing Evolution CEO Rex Briggs, because a statement by Federated’s executive chairman, John Battelle, at a conference last year prompted development of the new tool.
“He lamented the fact that there was no way you could put the investment you were making in social media side by side with your TV investments or even digital display to figure out where you should be investing more or how much,” Mr. Briggs said. At that point, Mr. Briggs said he turned to Rick Brunner, a Doubleclick and Google veteran and longtime internet marketing analyst who has headed Marketing Evolution’s work on the project, and said, “We’ve got the data to do that. Why don’t we solve that?”
Mr. Briggs has been conducting cross-media effectiveness analysis with a wide variety of marketers for more than 10 years, adding new media in along the way as they emerge. The Telmar Matterhorn service will be based on data collected in working with clients such as as Unilever, Coca-Cola Co., Nestle, MTV, Time Warner and EA, among others. Inner workings of how the TMR tool evaluates media will be open for inspection, Mr. Briggs said, and open to addition of new media as they emerge.
“A lot of social media, search and digital advertising models just don’t follow the traditional reach and frequency and cost-per-thousand framework that media-planning tools have been using for decades,” he said.
In fairness, marketing-mix modeling now used by many big advertisers already can analyze sales impact from just about any marketing input, given sufficient levels of spending and a sufficiently well-defined time horizon. The problem, however, is that lower levels of spending for digital and social media often get swamped by the impact of higher-reach media, and earned media such as social and PR don’t always work on the same predictable schedule as paid media.
Also, not every campaign has as its objective an immediate sale, often focusing further toward the fat end of the so-called purchase funnel. Mr. Briggs points, for example, to automotive marketing that may aim to get a brand into consideration for a purchase that may not take place for years.
To address this problem, Marketing Evolution years ago began analyzing campaigns based on objectives often besides sales — such as changes in survey responses regarding what brands consumers are considering.
The TMR tool will look at “basically for every dollar you spend, how many people do you influence on whatever that business objective is — building awareness, changing a brand position, generating purchase intent or generating sales,” Mr. Briggs said.
Analyzing much of digital advertising isn’t so different than traditional, given that it operates on similar reach and frequency data and often similar pricing schemes, he said. But social media and other earned media, that is, public relations, depart from those norms in two key ways.
The costs are often structured very differently, with much of it coming in the form of relatively fixed salary or fee costs for internal or agency staff to, say, run a social media monitoring command center, Mr. Briggs said. Traditional analysis tools also often fail to count all or some of the pass-along effect of social media.
Lack of any ROI norms may have been OK when social-media marketing was still in its infancy and considered experimental, he said. But now the discipline has been around a few years — at least in its toddlerhood — and increasingly expected to stand on its own two feet.
“Earned media and the people curating it probably need to be held a bit more accountable today,” Mr. Briggs said.
Seemingly, such programs would have such a short history and wide range of reach, pass along and impact that it would be difficult to predict outcomes based on past experience, which is how the Telmar Matterhorn ROI tool works for other media. But that hasn’t been the case, Mr. Briggs said.
“What we began to see pretty quickly is that there is a range of results just like with any advertising,” he said. “Some TV ads are better than others. Some programs are more conducive to social sharing than others. But there are absolutely common patterns and averages. One thing we can do is say if you spend $100,000 or $1 million, what should you be expecting to get back as results? If you’re not getting these levels, the budget should really trade over to be invested somewhere else.”
At the same time, other ads in traditional media also generate social-media pass along that needs to be calculated, and draw on some of that investment in things like social-media monitoring, Mr. Briggs said. TMR can account for that, but, he said, more important, it aims to calculate the combined impact of media elements, including their synergy, rather than viewing them entirely in isolation.
Telmar Announces Market Level Planning for Out of Home
Telmar Launches Tops for Tabs Outdoor System at Market Level
NEW YORK, Jan. 19, 2011 /PRNewswire/ — Telmar, a global supplier of advertising media information software and services, today announced the first ever market level planning systems for out of home media using the landmark TAB Eyes-On metrics. Clients of Telmar’s software systems are now able to integrate market level data, working up from site level planning to execute media plans.
Telmar announces the complete integration of the Traffic Audit Bureau’s (TAB) Eyes-On Data into its suite of media planning services. Telmar’s integration of Eyes-On data allows advertisers, planners, and buyers the opportunity to fully realize the impact of outdoor advertising. With this additional level of integration available, Telmar now has the only system that allows media planners to refine a general plan and evaluate the pluses and minuses of specific units or schedules.
Using the Eyes-On Data in Telmar systems, buying services like Posterscope USA can use traditional media metrics such as % reach, average frequency, TRPS, and compare cost efficiencies using CPMs and CPPs. These industry-standard measurements for out of home facilitate bringing outdoor easily into the media mix, with common denominators to other forms of media.
“The expansion of Telmar’s applications into the realm of general media planning significantly extends the value of the system beyond out of home buyers and into the general planning community,” said Joe Philport, president, Traffic Audit Bureau for Media Measurement. “Detailed information and summary information are now combined into a single system that will be essential for considering outdoor in multimedia planning.”
Posterscope, a market leader in out of home media buying , was the first media buying agency to utilize site level planning and has been testing market level analysis during the beta period. Posterscope will be using the Telmar system to develop plans for its esteemed client base including such notable advertisers as Coca-Cola, among others.
“Out of home media is going through its largest change in decades. We finally have data that allows us to compare it equally to other forms of media,” said Chris Gagen, SVP Managing Director, Posterscope. “Telmar provides the industry with a great tool for buyers enabling them to sift through massive amounts of optimized data to easily create plans that meet new communication goals.”
“The power of Telmar has always been to help the industry take layers of complex data and be able to extract an impactful media plan,” said Stan Federman, Chairman and CEO, Telmar. “Telmar has the only system that media planners can use to refine a general plan based on site level and market level summary information. Until now, the industry has not been able to provide data that allows outdoor to easily “compete” for resources across the media landscape. We’re delighted to be able to roll up out of home planning to market level for immediate use in executing schedules.”
About Telmar
Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, digital and print publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For digital and print publishers, broadcasters and outdoor operators, Telmar offers the ability to collect, store and manage media research for media planning, media sales, revenue management and optimization. Telmar has offices around the world and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.telmar.com.
Telmar Appoints Mathieu Floirat Regional Manager for Continental Europe
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Contact: |
Telmar Appoints Mathieu Floirat Regional Manager for Continental Europe
New York, NY (6 December 2010) – Telmar, a global supplier of advertising media information software and services, today announced that Mathieu Floirat has been appointed Regional Manager for Continental Europe. M. Floirat will retain his position in Paris as Executive Director, Telmar Peaktime SAS.
Effective immediately, M. Floirat will assume management responsibility for Telmar’s Continental European Division. M. Floirat’s successes in Telmar’s French operation, including his proven leadership and management skills over his 10 year tenure with the firm, make him the ideal choice for this position.
M. Floirat continues to report to Stanley P. Federman, Chairman and CEO of Telmar Group Inc. Federman said of his appointment, “Mathieu has been a major contributor to Telmar’s success. With his technical knowledge, driving force and dedication to the business, Mathieu was the natural choice to lead the team in Continental Europe.”
In addition to M. Floirat’s management responsibilities for Telmar Paris and Continental Europe, he will be technical champion for Telmar’s TV Planning and Revenue Management systems throughout the Company’s world-wide operation.
An expert in the Yield Revenue Management systems and a seasoned media professional, M. Floirat will continue to expand Telmar’s operation by introducing its full suite of products including Multibasing, Outdoor, Internet, ROI and media and research consultancy services throughout the Region.
About Telmar
Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, digital and print publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For digital and print publishers, broadcasters and outdoor operators, Telmar offers the ability to collect, store and manage media research for media planning, media sales, revenue management and optimization. Telmar has offices around the world and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.telmar.com.
Telmar Introduces Telmar Matterhorn ROI for Impact Based Planning
New Planning Tool Recognizes and Measures Reach and Impact of Advertising Exposures Within the Context of the Marketer’s Goals
NEW YORK, NY (December 15, 2010) — Telmar, a global supplier of advertising media software and services announced today the release of Telmar Matterhorn ROI, a new cross media planning tool developed with ROI research firm Marketing Evolution, to allow Impact Reach Exposure Planning (IREP). For the first time, media buyers will be able to create plans based on the true value of exposing specific, targeted consumers to one or more impressions during each stage of the path to purchase cycle and measure the ROI.
Traditionally, media buyers have faced the challenge of an unpredictable return on investment for each contact point with their audience. Telmar Matterhorn ROI introduces new empirical data that shows that different reach and frequency patterns have different values depending on an advertiser’s current marketing goal. For example, the same placement can have very different value for an advertiser launching a new product, with the aim to build awareness, than for an established brand aiming to convert current customers to immediate purchase. Telmar Matterhorn takes the marketing objective, the marketing category, the target audience, the reach, frequency and actual impact of exposure into account, helping marketers understand where to invest their ad buys for the highest impact and ROI.
“The reality is that the same number of impressions can result in vastly different reach, frequency and impact patterns, and if you aren’t accounting for that, you are missing a huge part of ROI insight,” said Stanley Federman, Chairman and CEO of Telmar. “For example, some impressions of the same media are better at building awareness and others are better at purchase conversion. Telmar Matterhorn ROI integrates ROI data with media planning data and allows you to cherry-pick placements that best match your objectives.”
One hypothetical application of Impact Reach Exposure Planning involves two brands aiming for two different results from the same ad exposures. Brand marketer #1 is introducing a new soda in the first few weeks of February and the Super Bowl is an obvious vehicle to raise awareness of her product. The same airtime exposures, however, might have a different value to a national pizza franchise who would like to use the opportunity for harvesting immediate delivery orders, perhaps during the second half of the game.
As media planners understand the true value of reaching their specific targeted consumers with exposures in accordance with the client’s specific marketing goals, it empowers them with ROI insight – and media owners may soon also have a changed perspective on how to meet the media planner’s needs. MTV Networks, for example, understands this value and has already adopted the tool.
Billions worth of Marketing Campaigns Measured Power Telmar Matterhorn ROI
Telmar Matterhorn ROI is based on billions of dollars in marketing spending analyzed independently by ROI measurement leader, Marketing Evolution, and delivered seamlessly through Telmar’s software interface. Telmar Matterhorn ROI gives agencies and media owners the tools needed for customized ROI reporting. Historically, ROI reporting has been a costly and labor-intensive process draining valuable client hours and budgets. Matterhorn takes on this administrative task and lets agencies focus their time on strategic planning. Advertising agency RPA is an early adopter of the Matterhorn planning tools. As RPA Vice President and Director of Media Research, Claire Browne explains, “Every planner wants to be able to compare on impact, but they haven’t been able to. Data from a lot of sources needs to be united and conformed; with Matterhorn we saw that it really was possible to achieve impact based planning. That was an ‘ah-ha’ moment for us,”
A sample of Telmar Matterhorn ROI’s reporting features includes:
- Impact Reach Targeting: With Telmar Matterhorn ROI, the cost of making each exposure in an advertising campaign is mapped in easy to create reports. In addition, the level of influence each exposure has is also mapped. This easy reporting method means that media planners are able to quickly produce client reports that visually display a gap between expense and return.
- Presence in the sales cycle (across media): Telmar Matterhorn ROI reports on where each impression falls in the consumer-customer conversion cycle. The system analyzes and reports the presence of a campaign in each stage (awareness, familiarity, and purchase conversion) of the process. Media planners can use this information to optimize a campaign before it ships, or to verify its effectiveness.
- Optimization recommendations: Telmar Matterhorn ROI allows agencies to consider all media options and find the optimal mix that produces the largest impact for the budget. The planner can also set constraints, adjust pricing, or choose to exclude certain media to refine the plan. This provides flexibility in crafting the final impact optimized plan.
“Telmar’s reach and frequency optimization and fusion expertise provides the best available information on how media delivery works across the widest range of media options,” said Rex Briggs, CEO of Marketing Evolution. “We’re excited to see ROI data affect Reach Impact Exposure Planning globally through Telmar’s vast worldwide penetration and database accessibility around the world. Telmar Matterhorn ROI will improve media buying and planning across all platforms and markets.”
About Telmar
Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, digital and print publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For digital and print publishers, broadcasters and outdoor operators, Telmar offers the ability to collect, store and manage media research for media planning, media sales, revenue management and optimization. Telmar has offices around the world and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.telmar.com.
Telmar mentioned in The New York Times
Telmar was mentioned in today’s New York Times…Welcome Daryl Scott!
