Prepress

DTI AudienceReach Gets Personal

Thursday 16. July 2009 - Publishers now able to increase revenue through targeted marketing and ad delivery

Digital Technology International (DTITM ) has today announced the latest release of its DTI AudienceReach software that now includes targeted email marketing.

The DTI AudienceReach solution enables news media organizations to better know, and therefore more accurately target, their print and online readers. It now also provides extensive tools for direct marketing.

DTI AudienceReach automates the collection, dissection, analysis and use of audience data down to the individual – in much the same way as human genome analysis. The Audience Genome is a multidimensional profile that provides useful information for targeting ads and other content while maintaining individual privacy.

The innovative software allows audience data to be gathered from many sources: circulation systems, subscriptions, advertising, coupon responses, website activity and online purchasing history. In addition, it enables the seamless integration of psychographic, lifestyle and interest data from a variety of third-party sources.

Targeting Content and Outbound Marketing
The audience data held within DTI AudienceReach is used to enable publishers to target content in much the same way as Google and other search engines target advertising based upon search queries. DTI however, uses richer and deeper data so that targeting is much more accurate, and more personal. Greater ad precision yields much higher value CPM and CPC advertising rates for publishers. It also allows the publisher to keep 100% of the online ad revenue.

The DTI targeted selection engine can be integrated with ad network services such as Google’s AdSense, Yahoo’s ATP, DoubleClick, Rubicon, OAS, and others. News groups participating in ad network partnerships can leverage the “key interest” information in the DTI audience solution to request targeted ads from the networks.

“Ad targeting is a new revenue source for every newspaper,” says Steve Nilan, DTI vice president, marketing. “By accurate targeting, our DTI AudienceReach solution maximizes the value of advertising for the advertiser, optimizes the rate for the publisher, and also provides highly sophisticated targeted direct marketing and email capabilities that maintain and increase circulations.

“It is perfect for today’s dynamic, audience-centric media business. We yield for our customers’ step-change improvements in business efficiency, and deliver the structural cost savings they so urgently need in today’s, often harsh, media climate.”