For the first time, this will allow planners and buyers to build a campaign around the audiences of two of the UK’s leading newsbrands in one simple process.
According to the two publishers, this new, truly granular cross-platform planning tool offers easy access to 22 million adults in the UK (roughly 43% of the adult population) across 200 GNM and TMG platforms. The new tool includes a greater breakdown of audiences via sections on desktop and apps, as well as featuring third-party aggregation sites such as Flipboard and Google Currents for the first time.
Audiences Not Platforms 2.0 will maximise the reach and frequency of any campaign booked across the two media owners’ print and digital platforms by enabling planners to build campaigns around distinct audiences rather than individual platforms. It will help to increase campaign efficiency by acknowledging audience cross-over between different channels, sections and devices, as well as amplifying brand impact through cross-platform ad exposure.
The collaboration has been born out of industry demand for more simple and efficient planning across media owners. It also addresses the need for greater transparency on the effectiveness of multi-platform campaigns.
The tool, which builds on GNM’s original award-winning ‘Audiences Not Platforms’, will use the latest IPA Touchpoints 5 Channel Planner data, and run through Telmar’s MediaPlanner and IMS software to make it simple to integrate GNM and TMG’s cross-platform data into day-to-day planning.
Audiences not Platforms 2.0 will launch later this year and will be offered to existing Touchpoints 5 subscribers for free. GNM and TMG will be visiting agencies to showcase the new tool and offer training.
David Pemsel, deputy chief executive, GNM, said: “We continue to lead the pack with our cutting edge cross-platform planning tools. It’s great to work with the Telegraph on the latest iteration and answer the calls of the industry by offering an increasingly simple and effective way of planning campaigns across quality publishers. We look forward to launching this to the market and driving further innovation in this area.”
Dave King, Executive Director, TMG, said: “As brands are increasingly using multiplatform campaigns to improve engagement and effectiveness, we wanted to help planners and buyers optimise their campaign reach and frequency. We are very proud to be able to introduce this industry tool in partnership with GNM. We hope this is just the first step in quality publishers working collaboratively towards giving our customers the single source data they require across multiple platforms.”
