The Financial Times (FT) has developed an audience mapping tool that calculates ad reach by platform, region, audience and frequency, in a bid to grow its repeat advertising business. The FT's the past 15 months global reach is based on Ipsos Mori data on print audience, as well as online first-party data. The tool showed less audience crossover on the FT's print, online and app platforms than expected, said global advertising director, Laura Milsted. Meanwhile, Mark Holden from Starcom said the use of third parties gives the tool credibility and encourages more global bookings.
The Financial Times (FT) has developed an audience mapping tool that calculates ad reach by platform, region, audience and frequency, in a bid to grow its repeat advertising business. The FT's monthly global reach is based on Ipsos Mori data on print audience, as well as online first-party data. The tool showed less audience crossover on the FT's print, online and app platforms than expected, said global advertising director, Laura Milsted. Meanwhile, Mark Holden from Starcom said the use of third parties gives the tool credibility and encourages more global bookings.