Telmar News & Insights

New Telmar Audience Effects System Bridges the Gap Between Media Strategy and Audience Buying

May 25, 2016

Advanced software lets marketers tap hidden audiences with the greatest impact

NEW YORK, NY (May 25, 2016) – Telmar, the innovator in audience targeting software, today unveiled an advanced system that helps marketers tap hidden audiences offering the greatest potential to enhance brand performance. Telmar Audience EffectsSM recommends audience segments and media combinations to engage a brand’s best customers across digital and traditional platforms, and effectively bridges the gap between media strategy and audience buying.

“We’re closing the gap between media strategy and audience buying and giving marketers a more powerful basis for reaching brand consumers,” said Corey Panno, Global President of Telmar. “Now planners can pinpoint ideal growth audiences across all media and reach them with the greatest impact.”

Telmar Audience Effects incorporates the greatest number of syndicated and proprietary databases of any planning software, supports a wide range of data fusions and integrations, and includes Telmar’s proprietary time-spent surveys for reach and frequency calculation.

The system instantly analyzes thousands of audience variables (e.g., demographics, attitudinal, product usage, digital behavior); distills down to those most pertinent to brand goals; applies predictive analytics and causality to recommend audience segments with the greatest customer potential; and specifies combinations of media that will best engage them. These recommendations include audience specifications that can be provided to demand side platforms (DSPs).

Using Telmar Audience Effects, marketers can apply best practices from across media to digital and traditional platforms. For example, the system allows reach and frequency to be calculated based on time spent with media across all digital and traditional platforms. And the behavioral targeting of digital media can now be expressed in the traditional coverage terms – Gross Ratings Points (GRPs) – used to evaluate multimedia campaign performance.

“As media gets more varied and complex, the audience tradeoffs get harder to identify,” said Panno. “By giving marketers a single resource for strategic delivery in media, Telmar Audience Effects enables fast planning and process improvement for a real-time world.”

About Telmar

Telmar provides strategic targeting and media planning solutions to advertisers, agencies, media companies, and data suppliers. Over 25,000 users across 100 countries use Telmar systems to analyze thousands of consumer and media data sets to assess target markets, audience reach and frequency, and media performance. Data sets can be either syndicated data to which rightful access has been granted by the data supplier, or customers’ own proprietary data. Telmar provides data integration services which support fix fusion, ascription, and Telmar’s leading data integration technique: MultiBasing™. Telmar’s platform of systems are cloud based with applications available via desktop browsers and iOS mobile. API web services are available for access to Telmar analytic engines to support customer custom needs.

Contact: Fred Pfaff