News Digital Media focuses on its audiences

News Digital Media focuses on its audience

News Digital Media has launched a survey of online behaviour to build an increasingly detailed picture of its audiences across the publisher’s properties.

The outcome of the survey will be known as the NDM Digital Insight Report. News Digital Media chief commercial officer, Ed Smith, said the NDM Digital Insight Report will build on the work already done at NDM to segment audiences across more than 20 different properties that allows marketers to choose environments within the network that are rich in the audiences they want to target.

 Mr Smith said digital publishers have traditionally looked at the size of their audiences rather than focusing on segmenting them which enables a more strategic approach to digital media planning.

 “More than 3.2 million* Australians visit our network sites each month,” Mr Smith said. “While reach is important, segmenting our properties informs more strategic media planning. “We have split our network into key sections and have profiled each section using Mosaic segments, a tool many of our clients use in their in their data warehouses for marketing planning.

“It was through this work that we were able to identify that moshtix.com.au and vogue.com.au both had the audience BMW wanted to reach with the launch of the BMW 1 Series, leading to last week’s successful campaign integrated on the home pages of both sites.

 “We now going further with the Digital Insight Report which will give us additional information about who our audiences are, what motivates them, what they do online and why,” Mr Smith said. “Our in-depth understanding of our audiences enables us to work more strategically with our advertisers by providing them with a clearer picture of who they can reach with each of the properties in our network.”

The survey went live on May 21 and has already attracted over 10,000 responses. It will remain live until June 16.