the buzz current events and industry news from MANSI media
  • BIG DATA for Big Targeting

    Big data can help you make intelligent decisionsImagine if you had a crystal ball. You would know exactly who your client’s audience is, and more importantly, the behaviors that make them unique. Better yet, you would have the same information for all of your client’s competitors too! It would be easy to identify them demographically, geographically and psychographically. You would know where they live, where they shop, where they eat, and most importantly, what types of media they use most.

    Through the use of BIG DATA, answers to questions like these, and many more, are available including:

    • Which banking products are used most in a particular market, and what are the top rated banks in that market?
    • What type of vehicle are adults 45+ planning to purchase this year?
    • Where are working women shopping for clothing, and how much are they spending?
    • How many people are planning to buy a new home?
    • What are the media preferences of those who are most likely to change cell phone carriers this year?
    • Who makes the decision on when it’s time to shop for a retirement community, and how old are they?
    • Is the media penetration the same across all zip codes within a DMA, and how many households are available to target in each zip?

    MANSI Media has access to BIG DATA on over 2,000 measured categories and brands in the 77 largest markets in the U.S. through Scarborough Research™, AdMall® and our own proprietary Zip Analysis tools.

    Don’t wait, send us your request for BIG DATA now. Exclusively for our agency partners, we’re offering reports on up to 3 different clients and 10 media markets each, now through the end of March.

  • These aren't the impressions you are looking for

    On any given day at any advertising agency in the world, someone is pitching, ordering or counting digital impressions. Whether these impressions are on networks, portals or content websites, people generally believe that they are being viewed by a human being on the other side. Advertisers put their faith in the system.

    To start, we can acknowledge that this assumption is flawed and that the Interactive Advertising Bureau (IAB), the digital trade group of choice, specifically covers this in their definition of an impression.

    “Impression is a measurement of response from a Web server to a page request from a user browser.”

    Let’s leap ahead to a more persistent problem that could leave us questioning our faith in digital inventory. How many day-to-day impressions are connected to a real person? It turns out, not as many as we would like. Fraud is an increasing issue in the digital world and we are seeing up to a quarter of our inventory being fraudulently delivered.

    “What we have found is the devaluation of digital media is causing us to lose about 25 percent of the roughly $30 billion that is being spent,” stated Wenda Millard, president of Medialink, in an interview addressing the fraudulent nature of the today’s web advertising.

    How is this fraud occurring?

    • Sites are hiding an ad behind another ad to boost inventory.
    • Lower quality sites will spoof their domain to trick networks into believing they are a high-quality site.
    • Using bots to boost traffic and simulate honest user behavior.

    Take the example of Break.com, a popular male-focused website. In a recent Adweek article, “False Traffic is Causing a Crisis for Advertisers”, Break.com was reviewed in an analysis by Harvard business administration professor Ben Edelman. Edelman found that Break.com was loading their site invisibly, primarily using iframes, onto other sites. So while the traffic would report back as if it was from Break.com, it was actually being loaded onto other sites.

    How do we avoid digital fraud?

    • Utilize trusted partners. Companies who are currently operating in the media space have a vested interest in maintaining their reputation.
    • Be wary of those sites or networks who won’t disclose where your ads are running. The nature of networks often leaves us targeting an audience and not a particular site, but a trusted company should be able to showcase their site list prior to the campaign or as a domain report post-launch.
    • Question where a site’s traffic is originating from. Is the site pulling traffic from trusted sources like Google and Facebook or driving traffic directly to their site? Or, are they paying for traffic to their site and increasing the chances of bot-driven traffic that will keep us from reaching our intended human audience.
    • Set campaign goals. In the IAB report “Traffic Fraud: Best Practices for Reducing Risk to Exposure” (Jan 2014), it is advised that buyers set specific objectives for a campaign and then examine those goals to see if they leave the campaign open to fraud. For example, behaviors like purchases and subscriptions are more likely to indicate human interaction, while behaviors like ad views, clicks and click through rates can be easier for bots to fake.
    • Be willing to pay the real price for an effective campaign. A targeted campaign on premium sites will cost more but will offer more assurances of non-fraudulent delivery.

    Our digital world is steadily becoming more complex, but there is help. If you are interested in connecting with premium local-news sites to secure an impactful campaign, contact MANSI Media.

  • Navigating Newspaper Audit Numbers

    When planning a preprint buy, navigating newspaper audit numbers can be a daunting task. Reaching your optimal target audience is the objective, but there is a fine line between missing potential customers and eliminating unnecessary copies. At MANSI Media, we work with our proprietary zip analysis tool and audit numbers every day. Here are a few tips we’ve learned along the way that may help as you optimize your preprint distribution quantities:

    • Whether you are using the audit report or publisher’s statement, current circulation draws can vary. The March reports are numbers from the previous six months. These audit reports can be used for planning, but use caution if you are using them for final buys as current numbers will vary.
    • When you are evaluating circulation quantities for preprints, remember single copy sales fluctuate and can cause confusion when comparing the audit to actual quantities needed. The audit reflects the net single copy quantity after the returns are counted during the audit period. In most cases, publications account for the single copy sales with higher circulation quantities. To ensure effective distribution, all single copies need an insert, so your actual single copy number of inserts needed may be higher than the audit shows.
    • Within the audit report, remember to use PRINT ONLY numbers for inserts, eliminating digital replica and digital non replica.
    • Some publications have branded editions included in the audit numbers, so remember to evaluate the coverage and duplication of those editions.

    There is not one source that can paint a complete picture of a market analysis on its own. By combining information from audits, zip analysis tools, real-time circulation numbers from publications and the knowledge that years of industry  experience brings, our analysis team at MANSI Media can drill down to help create the best possible preprint  buy for each individual client.   

Lisa Knight, Vice President, Advertising, lisak@mansimedia.com

Kevin Wert, Director, Client Solutions, kevinw@mansimedia.com

Wes Snider, Director, Client Solutions, wesleys@mansimedia.com

Matt Caylor, Director of Interactive matthewc@mansimedia.com

Chris Kazlauskas, Director Media Placement, chrisk@mansimedia.com

Jane Hungarter, Director, Marketing, janeh@mansimedia.com

Carin Hoover, Account Manager, carinh@mansimedia.com

Lindsey Artz, Account Manager, lindseya@mansimedia.com


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