In The Press
Transparency within media: through a glass darkly
The Telegraph and Guardian’s Audience not Platforms 2.0 tool is set to launch later this year, marking a major collaboration between two of the UK’s leading quality news publishers. As ground breaking as the partnership is, it certainly seems a natural fit for these two traditional media organisations who have been progressive brands in the digital space.
The tool, designed for the media industry’s planners and buyers, will combine data from The Telegraph and Guardian’s print, online, mobile web and apps from sources including comScore, GSMA and Omniture. Its creation will bring about a better understanding and analysis of audience cross-over between different channels, sections and devices for each brand. It is worth noting that as audiences proliferate, so too should the media communication in order to maximise the reach and frequency.
The industry has been demanding greater measurement of total audience brand reach and, in essence, this is an evolutionary upgrade of PADD (Print and Digital Data) created by NRS (National Readership Survey.) It’s worth noting that the marketplace has become increasingly competitive and with static marketing budgets and the ever increasing wealth of media options, we are now in a world where only the strongest media brands will survive.
This partnership will strengthen the position of both organisations as it shows a real commitment to provide greater audience insight. Whilst assisting media agencies with more effective planning it should also improve the fortunes and commercial viability of both brands.
Despite the great strides this will make towards a more data driven planning approach there is a danger adding yet another planning tool into an already diverse suite of products. In isolation this will work great for partnership campaigns with either brand but will not factor in usage of competitor brands. The ideal scenario is for other brands to eventually join the party. However, if two competitors collaborate and form a rival approach, the industry has taken one step forward and two steps back.