Media planners now have a new internet planner of the Telmar dasboard. This is the result of a collaboration between the global media advertising software solutions company, the Internet Advertising Bureau of SA (IAB SA) and Effective Measure.
The planner uses Effective Measure’s demographic data, gathered over a four-year period, which has been weighted back to AMPS internet audience through a meticulous process. It is freely available to South African marketers, agencies and media sellers who are Telmar clients.
“After months of collaborative efforts and the successful integration of Effective Measure data, the dedicated teams of both IAB SA and Telmar are proud to announce the launch of Internet Planner on to the Telmar dashboard,” says Ryan Harris, IAB head of measurement, “The Internet Planner will bring IAB SA publisher data to a wider audience in the Telmar interface that is already commonly used within the industry. This is another step in making digital planning easier and reducing the barriers to advertising through digital media.”
The Telmar internet planner presents its data in a format familiar to media planners, allowing them to plan and integrate their digital spend alongside other media. Effective Measure has been gathering demographic data through online surveys hosted on IAB publisher sites across desktops and mobile devices, and compiling up to 163 000 active monthly South African demographic profiles , amidst its 1 190 000 profiles worldwide.
The greatest challenge the project team has faced has been to meaningfully and accurately transform Effective Measure’s unique browser data into people data weighted back to AMPS, as used in Telmar software. As there cannot be a linear transformation from unique browsers to people, the data had to be weighted back to the number of South Africans who say they have accessed the internet and been active online.
This resulted in many months of dedicated teamwork and Telmar representative Martin Urry says, “The methodology used to collect and weight the internet audience data to the AMPS universe included understanding and determining the internet audience from AMPS questions and using the correct questions to weight to, as advised by Peter Langschmidt, Managing Director of Echo Consultancy. The tool delivers reach and frequency based on the number of page impressions by person and reach in thousands.”
Effective Measure’s Country Manager, Nicolle Harding adds, “Our data has been successfully integrated into the tool to provide a broader ranking and weighting process; and while it is not a linear transformation from unique browsers to people, and the market share will not be exactly the same, it will be similar.”
