FT's audience tool Map wants to help clients understand readers across print, online and app

FT unveils MAP planner so advertisers can understand readers on print, online and app

The Financial Times has unveiled a new feature for advertisers – multi-platform audience planning (Map), which lets buyers access audience projections and analytics across the title's print offering, website and app.

The media owner has touted the platform as a "first-of-its-kind", saying it will give clients a holistic view of audiences, no matter where they are reading.

The product was created to help advertisers understand the reach of their work across varying platforms, accounting for differing measurement requirements. It will deliver reach and frequency reports, which can be split by audience and region, helping marketers understand who it is reaching with an FT placement.

Transparency is becoming a must-have for media buyers amid increasing demands from clients to know just where spend is going. The FT claims Maps can deliver this.

The tool will be powered by auditor PwC.

Laura Milsted, global advertising director, B2B and insight, said: “Planning campaigns on robust, audited and comparable data has become increasingly difficult in today’s multichannel advertising environment. With the launch of Map, our clients will be able to accurately evaluate the global reach of a campaign across print and online platforms, ensuring greater transparency and more effective marketing.

Milsted added that Map should enable more effective and informed media planning for buyers, saying the update helps quantify the reach granted by additional channels, be it extra creative in print, or the app.

She continued: “Often the data they are working with is not truly comparable. It shows the consumption habits of FT readers and helps advertisers plug into consumer’s habits as required.

She concluded: “All advertisers are trying to bring data together from different sources in order to shape strategy and execution. This is the first time this has been done by a media owner.”

Sam Tomlinson, media insight and assurance partner at PwC, said Maps will offer global de-duplicated reach/frequency planning across all channels and audience segments for the FT's clients.

"We have a longstanding commitment to support premium publishers with certified audience data, which is more critical than ever in today's marketing environment with its focus on trust and transparency," he added.

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