Many might think that the words “programmatic” and “print” go together about as well as sharks and tornadoes, or snakes and planes, or water and oil (if you want to use a tried and true simile). And up until very recently you would have thought correct, but today something has changed.
Time Inc., publisher of print magazines such as Fortune, People, and Money, announced a first for the advertising industry – a collaboration with MediaMath to make print audience segments available in the digital programmatic marketplace. As a product offering, Programmatic Print is exclusive to MediaMath’s TerminalOne Marketing Operating System, inside the TerminalOne Deal Discovery application. The product has two components; one offline and one online:
The offline component allows advertisers or their agencies to buy specific audience categories based on total offline reach across Time Inc.’s magazines (rather than based on specific titles). These audiences are sold on a CPM basis, which has never been done in print before, and deals are done with a two-month lead time in order to meet the needs of going to press. Buyers can execute these buys through MediaMath’s TerminalOne platform via the Deal Discovery app.
The online component of the product, also available via TerminalOne’s Deal Discovery app, allows buyers to target digital ads against the same audiences offered in the offline component of the product. This allows the offline campaign to be reinforced with targeted digital advertising across display advertising channels with the same flight dates as the print run. This offline-to-online reinforcement allows brands to deliver unified and consistent messaging to consumers and leads to stronger advertising results.
National retailer, Target, is the first to test this solution, however it is currently in closed beta. It is expected to be available to all MediaMath clients in Q2 2015. To contact us to learn more, click here.