Prepress
DTI to Show Publishers How To Better Monetize Their Content
Thursday 20. August 2009 - Adding high value for the consumer, advertiser and publisher
At IFRA Expo 2009, Digital Technology International (DTI) will premiere in Europe DTI AudienceReach, a new “smart” technology solution which provides newspapers with two key advantages.
First, as more and more newspaper-generated content is being read, DTI AudienceReach provides the tools to automate the collection, dissection and analysis of all audience data. This data can be gathered from many sources including 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.
Second, DTI AudienceReach enables relevant advertising, editorial content and marketing materials to be delivered, targeted to the individual. This relevancy adds high value for the advertiser and consumer – as well as for the publisher.
The rich information collated is also ideal for outbound call centers and improved customer relationship management (CRM) for targeted calling campaigns. The integration of audience data with a circulation system enables subscription or targeted insert campaigns to be created. Similarly, integration with an advertising system enables targeted ad campaigns to be created.
Ernst-J. Komberg, managing director, DTI GmbH, says “More than ever, context and relevance matter. Offline and online history with readers, subscribers and advertisers provides a much more rich and deep profile than a search history alone can deliver. The result is a new high value-added advertising model that goes beyond CPM or CPC to deliver motivated buyers.
“This software allows our customers to exploit their unique competitive advantage over Google and other media. We see this as providing additional opportunity, not as a competitor to what they are already doing.
“Importantly however, this innovative technology allows publishers to keep 100% of their ad revenue, plus build stronger, more engaged customer relationships. These advantages are extremely valuable.”
Google is not about search – its about advertising
It seems almost like yesterday that Google started out as a search-engine company. It has generated billions of dollars in revenue – but not through search. Google has made this money by transforming its business into one that delivers targeted advertising.
The global media audience continues to grow each year along with the proliferation of new media channels, mobile media devices and more personalized content. More than ever, context and relevance matter. With media fragmentation and more choices, old media business models become less relevant by the day. Where someone lives is still a factor, but not as valuable as knowing who they are and what really interests them – particularly in a world with evolving demographic profiles. DTI AudienceReach provides the answers.
“If you work for a news media organization you need to know, precisely, whom you are trying to reach,” adds Ernst-J. Komberg. “Our software will tell you who they are, and help you cost-effectively reach them.”