Media Guru Q & A : Reach vs. Coverage

The Media Guru Answers:

Coverage is equivalent to a rating, a one-time audience. Reach is a net unduplicated accumulation of audience from multiple advertising occasions. The reach of a single occasion is equal to its coverage.

Segmentation Article in MediaPost

Have a look at the article, then visit our Segementation Products page or email us at info@telmar.com to find out how you can segment with Telmar.Segmentation Clarifies Direct Marketer’s Data

by Susan Rowe, Yesterday, 5:00 AM

All of us in the direct response industry talk about the importance of gaining further understanding of our client’s customer.   And today, frankly, we’re all in direct response in one way or another. So we employ the use of syndicated data to reveal demographics of the category, we ask our clients for studies against their own customers and we even conduct surveys ourselves in order to gain additional insight. What we are often missing in this exploration is capitalizing on our client’s own database and improving our understanding of the complexity of a target through segmentation.There is actually a wealth of information sitting in our client’s current customer database that is too often ignored. Our role as leaders in the direct response field is help, through database segmentation, to provide creative and media with an in-depth understanding of who we are trying to reach. By employing the use of long-established tools such as Prizm and GfK MRI, for example, to segment our clients’ data, we are able to not only improve testing and expand our media program, but greatly improve the creative messaging as well. Here is an illustration of how segmentation can improve communication. Years ago, I was involved in creating the media strategy for a national pizza chain located in the Midwest. When I looked at the customer data, it appeared that a pizza purchaser was just about anybody. You needed to be an adult 18-54 and be breathing for us to sell you a pizza. It was easy to develop a media plan against such an extremely broad age cell. However, during our planning process we went a step further and by using a combination of syndicated data we were able to actually see that this broad target was comprised of two groups of heavy pizza consumers: busy suburban moms with children present in the household and young male college students. We could make the decision to try to attract these two groups with one bland message, or we could actually create two very disparate campaigns and increase our success by speaking to these two groups in their own language. How does the process work? We take Prizm and run our client’s database against the clusters to determine the highest indexing clusters. Once we identify the clusters, we combine clusters into groups we call Super Clusters. Then we run each Super Cluster against GfK MRI to obtain a wealth of information about the group, including not only demographic and media habit information but also extensive psychographic and purchase behavior data. Once we obtain the segments, each group each group should be approached as its own campaign. Messaging should be focused on what appeals to that particular segment. We would be hard pressed to create a campaign that not only appeals to a busy mom but to a young male college student as well; generating two campaigns appealing to each improves our communication and our media program. As we view the future of the television industry with addressable media around the corner, you can see how employing the use of segmentation today prepares us for the extreme nature of the segmentation of tomorrow. Used intelligently, these consumer insights can improve our clients’ business dramatically. This commentary is insightful. I recommend it to others. 2 people recommend this article.  One comment on “Segmentation Clarifies Direct Marketer’s Data” Sarah Federman from Telmar commented on: August 17, 2010 at 6:30 AM Exactly! And with software like Telmar agencies can actually plan on their clusters. In other words, once you figure out that you are after Suburban Moms, you can find out their TV ratings on shows, websites, etc.

Media Guru Q & A : Digital Planning

The Media Guru Answer:

You’re right, internet is not broadcast. Nor is it print. Obviously, some sites are seasonal, and some categories of sites would be as well. Certain travel categoies, sports categories, automotive, fashion etc., occur to the Guru as possibly seasonal. The web, overall, is not likely to be. comScore or Nielsen//Netratings are the sources to check these data.

Media Guru Q & A : Print Planning Question

 

The Media Guru Answer

In print, better to think of what percent of the target do you need to reach and how often in a month. For example, if you want to reach the majority of your target at least three time per month (“50% reach at 3+”), you would build a plan that achieves that. GRPS are less used to establish print levels; the number for a plan that delivers a reach / frequency goal can vary widely, depending on whether you are using broad reach, general coverage vehicle or highly targeted, focused vehicles. Different target groups also build reach in different patterns.

Telmar First to Avail Media Planners of Traffic Audit Bureau (TAB)’s Eyes-On Data

Telmar Press Release: Monday July 19, 2010, 2:00 pm EDT

Telmar First to Avail Media Planners of Traffic Audit Bureau (TAB)’s Eyes-On Data

TAB Eyes-On Data Allows Planners to Compare and Combine Outdoor Media Market by Market with Other Media

NEW YORK– (BUSINESS WIRE) — Telmar, a global supplier of advertising media information software and services announced today the full 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. Using the Eyes-On Data in Telmar systems, clients 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 into the media mix.

“Telmar is the first to apply science to the TAB’s site level data and adapt it into a media-planning system that is fully compatible with all other media platforms,” said Stanley Federman, CEO, Telmar. “We’re delighted to provide media owners and buyers alike with a system to properly integrate this powerful media. Before the Eyes-On metrics, Outdoor as a category struggled with measurement; now it is a level playing field.”

“Media planners have always been challenged by a lack of standardized measurement when integrating OOH into multi-media campaigns,” said Andrew Marcus, VP Research for Clear Channel Outdoor. “Telmar recognized the need to put OOH in terms consistent with the advertising media industry. In order for operators to provide their clients with plans that fully integrate OOH, they needed fully compatible metrics.”

In partnership with MRI/GFK Eurisco, Telmar worked on the initial TAB Eyes-On ratings which improved the way previous metric systems measured audiences ‘likely to see’ an outdoor ad, with rich demographic and ethnographic data. Telmar brought data from a variety of sources including: recorded pedestrian traffic, circulation, and travel surveys together and applied a scientific method to the raw data.

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, publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For publishers and broadcasters, Telmar offers the ability to collect, store and manage media research for revenue management and optimization. Telmar has offices around the world including and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.Telmar.com.

Contact:

G. S. Schwartz & Co, Inc.
Jared M. Kreiner / Rachel Honig
212-725-4500
jkreiner@schwartz.com

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