As advertising clients continue to tighten the grip on their change purses, publishers are concocting solutions to show the value of their content, sites and magazines as an advertising platform. Meredith launched a ROI guarantee for select print advertisers in August; now Time Inc. is partnering with Nielsen Catalina Solutions to offer their advertisers a closer look at customer purchase behavior through its PinPoint program. Through PinPoint-provided analysis, advertisers are able to learn more about consumer behavior, and quantify campaign impact through Time Inc.’s brands.
Nielsen Catalina Solutions matches Time Inc.’s digital or print subscriber data with shopper purchase information from 60 million households from Catalina’s shopper data warehouse via a third-party matching agent. Time Inc.’s properties currently reach an audience of 136 million.
Paul Caine, executive vice president and chief revenue officer with Time Inc., tells FOLIO:,"Using shopper data from Nielsen Catalina Solutions, advertisers can optimize Time Inc. campaigns from the front end and back end ROI, including retail sales impact."
The analytics and insights developed are referred to as a closed loop solution because an advertiser can measure the ROI in total and by audience segment; then use this information to reach the most valuable customers for future campaigns to improve results. The shopper data allows drill down by audience segment, geography, creative message, sub-branding and line extensions.
According to AdAge, Time Inc. clients will be able to access this data only after they advertise enough “to make the research and its conclusions statistically sound”. This equates to either including a campaign across multiple titles for 3 months, or gaining 60 million views on the digital side.