NEW YORK – May 2, 2018 – Barometric,
MRC accredited provider of advanced cross-environment tracking and measurement solutions, today announced its new solution for holistically measuring and connecting the effectiveness of advertising in print media, specifically newspapers and magazines, to both online and in-store conversions. By using its propriety Device Graph
, Barometric can assist brands in closing the loop between advertisements in print media and the associated digital and in-store activity it drives, with a never-before-seen level of precision.
Print media has had the reputation of being a less effective vehicle in the digital era, and without the ability to effectively measure results, runs the risk of continuing to lose market share from advertisers. Barometric’s approach now brings that ability to the forefront for marketers and advertisers: utilizing the same technology that powers its direct mail measurement offering – leveraging a proprietary device graph mapping over 600M devices to 94M postal addresses across millions of U.S. households – Barometric now provides the ability to deliver insights on print media campaign performance, incorporated with real-time campaign reporting.
“Our solution provides valuable knowledge and advanced insight on advertisers’ print media spend so that they can not only evaluate its effectiveness but learn from it as well,” said Anthony Iacovone, President and CEO of Barometric. “Gone are the days of swim lane-approach measurement. By tracking print media using verified postal addresses, we’re able to provide holistic, unified measurement in one simple solution.”
According to a recent International News Media Associate
piece, nearly 46 percent of U.S. adults read a daily or Sunday newspaper in print every week, which accounts for more than 114 million adults. Also, printed newspaper readers are largely classified affluent, as more than 37 percent have annual household incomes of $75,000+, which proves that not only does print advertising still provide mass reach, but when measured accurately it can showcase its impactful value for advertises.
Barometric® is the most advanced cross-environment media tracking and measurement solution in market. Originally developed as an internal tool for AdTheorent’s data-driven digital ad network, Barometric currently processes 3-4 billion ad calls per day. Since 2011, Barometric’s technology has served, tracked, and organized petabytes of data for use by brands to understand cross environment activity and gain actionable insights. Barometric is now offered as an independent hosted service offering for use with all media allowing marketers to leverage Barometric’s transparent, multi-environment methodology to measure cross-channel engagement in real-time, allowing for ongoing optimization and campaign management. Barometric is the only solution capable of collecting mobile IDs across all environments — such as web, app, rich media, video and brand studies — and matching these multiple IDs to a single user, resulting in superior attribution.