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  • 2016.9.7

Telmar、消費時間ごとのリーチやフリクエンシーの分析を可能に

Telmar, an audience planning software company, announced that as part of the rollout of its RFTSM time-spent reach and frequency capability, marketers can now estimate reach and frequency on the USA Touchpoints database.


USA Touchpoints fuses MRI and RealityMine data to track where people are, what they are doing, who they are with, which media they are using or are being exposed to, how they are feeling, which product categories and brands they consume, and passively captures their digital and other real life behaviors every 30 minutes throughout the day.

After successful pilot tests, Telmar is making the RFT capability a core component of its cross-platform planning systems, so reach and frequency can be calculated from proprietary and syndicated databases containing information on the time people spend on activities and media.

Telmar RFT enables marketers to use USA Touchpoints’ unique data sets to estimate delivery against micro audiences – such as people who drink iced tea a half an hour before dinnertime – then compares how many people can be reached and how often by the same advertising budget across different media; from digital, to TV, to radio, to print, to outdoor.

“Because we can estimate reach and frequency based on time spent with media, this is a significant step forward in achieving cross platform audience planning with rich single-source data. We are able to define which media reaches precise audiences most successfully at greater scale,” said Corey Panno, Global President of Telmar (pictured top left). “We will apply this capability to any database with rich data on how people spend their time.

“This brings a planning dimension to our database,” said Rolfe Swinton, Chief Research Officer and Co-Founder of RealityMine, owner of TouchPoint (pictured left). “Being able to calculate audience reach and frequency across media, using the most accurate time-spent behavioral data, puts all marketing planning on a smarter foundation.”

This continues Telmar’s longstanding leadership in activating consumer databases for audience planning. Telmar began applying reach and frequency calculations to syndicated databases in 1968, and continues to advance the state of planning by making sophisticated data more usable.

Since 2011, USA Touchpoints has provided a nationally projectable picture of how consumers use media in the context of where they are, who they’re with, what they’re doing and how they’re feeling throughout the day and week. The service is the only syndicated study of its kind and is used by most major media agencies and media owners.

About Telmar

Telmar provides 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 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.


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