Panno’s appointment parallels the expansion of MediaVision, Telmar’s philosophy and platform that ensures accountable advertising outcomes through integrated marketing and media planning processes.

Telmar’s alliance with Rex Briggs’ Marketing Evolution has helped advance MediaVision by dynamically incorporating key performance indicators into media planning. Panno will continue to take a lead role in this venture as a champion of both real time, and ROI-centric media planning.

“With marketers both having access to and grappling with large amounts of data, new media alternatives, a changing consumer purchasing dynamic and multiple technology platforms, the industry needs professionals with vision and the capacity to create meaningful solutions. Corey Panno is exactly that type of leader,” said Stanley Federman, Chairman and CEO, Telmar.

Panno added, “It is an exciting time for Telmar, and the industry. I’m looking forward to challenging ourselves and our clients worldwide to explore new models of media planning efficiency and efficacy.”

A media planning expert, prior to joining Telmar in 1989, Panno held media planning roles both on the agency and client sides at J. Walter Thompson and the Bristol-Myers Company, respectively. Panno joined Telmar as an Account Executive, and was quickly promoted through the positions of Manager of Client Services, Director of Product Quality and Production, and the corporate position of Global Director of IT and Product Design.

In his 20 + year tenure at Telmar, Panno has stewarded significant periods of growth, particularly in the design and development of Telmar’s unique software distribution system, eTelmar, and many of Telmar’s software and data management products and services. Mr. Panno has been President of Telmar’s US and Canadian Business Units and a member of the senior management team for Telmar Group Inc. since 2009.

About Telmar
Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, digital and print publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For digital and print publishers, broadcasters and outdoor operators, Telmar offers the ability to collect, store and manage media research for media planning, media sales, revenue management and optimization. Telmar has offices around the world and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.telmar.com.

Get a team together worthy to challenge the reigning champions, BDRC Continental’s: ‘A bunch of conts’. Marvel at the incredible shrinking quiz master Stuart McDonald and gasp at ever increasing girth of the MRG social secretary Stef Hrycyszyn, proving once again that the universe is in balance because of the MRG.

We are going back to the same venue as last year: 
The Counting House, 50 Cornhill, London, EC3V 3PD
…and the all important date is: 
9th February 2012. 6pm for a 6.30pm prompt start.

Ticket prices: 
£10 for MRG members
£15 for non MRG members
£5 for ‘Tools of the Trade’ evening course participants

Ticket includes:
2 drinks (wine, draught beer, soft drinks) and nibbles (and of course the quiz)

Teams:
You can have up to 5 members per team. Please send your team name and details of each team member (please put if they are an MRG member or not) to the ever lovely Sally Hiddleston:

Red Lion House, West Dean, Salisbury, Wilts, SP5 1JF

Tel: 01794 341337 Email: sallyhiddleston@aol.com

Full company name, address and PO number for invoice is required with booking.

We only have space for 18 teams and we are always over subscribed so don’t delay in replying. If you can’t get a full team together then still book yourselves in and we will group you up with other MRGers.

Just to be clear, if you book for x people you will be charged for x people. Them’s the rules.

See you on the 9th! 
Stef

Contact:
Rachel Honig

G.S. Schwartz & Co, Inc.,

212.725.4500

rhonig@schwartz.com

Telmar Appoints Mathieu Floirat Regional Manager for Continental Europe

New York, NY (6 December 2010) – Telmar, a global supplier of advertising media information software and services, today announced that Mathieu Floirat has been appointed Regional Manager for Continental Europe. M. Floirat will retain his position in Paris as Executive Director, Telmar Peaktime SAS.

Effective immediately, M. Floirat will assume management responsibility for Telmar’s Continental European Division. M. Floirat’s successes in Telmar’s French operation, including his proven leadership and management skills over his 10 year tenure with the firm, make him the ideal choice for this position.

M. Floirat continues to report to Stanley P. Federman, Chairman and CEO of Telmar Group Inc. Federman said of his appointment, “Mathieu has been a major contributor to Telmar’s success. With his technical knowledge, driving force and dedication to the business, Mathieu was the natural choice to lead the team in Continental Europe.”

In addition to M. Floirat’s management responsibilities for Telmar Paris and Continental Europe, he will be technical champion for Telmar’s TV Planning and Revenue Management systems throughout the Company’s world-wide operation.

An expert in the Yield Revenue Management systems and a seasoned media professional, M. Floirat will continue to expand Telmar’s operation by introducing its full suite of products including Multibasing, Outdoor, Internet, ROI and media and research consultancy services throughout the Region.

About Telmar

Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, digital and print publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For digital and print publishers, broadcasters and outdoor operators, Telmar offers the ability to collect, store and manage media research for media planning, media sales, revenue management and optimization. Telmar has offices around the world and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.telmar.com.

Media Guru Question:

Dear Guru, What is the difference between Coverage(000) and Reach(000)?

The Media Guru Answers:

Coverage is equivalent to a rating, a one-time audience. Reach is a net unduplicated accumulation of audience from multiple advertising occasions. The reach of a single occasion is equal to its coverage.

All of us in the direct response industry talk about the importance of gaining further understanding of our client’s customer. And today, frankly, we’re all in direct response in one way or another. So we employ the use of syndicated data to reveal demographics of the category, we ask our clients for studies against their own customers and we even conduct surveys ourselves in order to gain additional insight. What we are often missing in this exploration is capitalizing on our client’s own database and improving our understanding of the complexity of a target through segmentation.There is actually a wealth of information sitting in our client’s current customer database that is too often ignored. Our role as leaders in the direct response field is help, through database segmentation, to provide creative and media with an in-depth understanding of who we are trying to reach. By employing the use of long-established tools such as Prizm and GfK MRI, for example, to segment our clients’ data, we are able to not only improve testing and expand our media program, but greatly improve the creative messaging as well.

Here is an illustration of how segmentation can improve communication. Years ago, I was involved in creating the media strategy for a national pizza chain located in the Midwest. When I looked at the customer data, it appeared that a pizza purchaser was just about anybody. You needed to be an adult 18-54 and be breathing for us to sell you a pizza. It was easy to develop a media plan against such an extremely broad age cell.

However, during our planning process we went a step further and by using a combination of syndicated data we were able to actually see that this broad target was comprised of two groups of heavy pizza consumers: busy suburban moms with children present in the household and young male college students. We could make the decision to try to attract these two groups with one bland message, or we could actually create two very disparate campaigns and increase our success by speaking to these two groups in their own language.

How does the process work? We take Prizm and run our client’s database against the clusters to determine the highest indexing clusters. Once we identify the clusters, we combine clusters into groups we call Super Clusters. Then we run each Super Cluster against GfK MRI to obtain a wealth of information about the group, including not only demographic and media habit information but also extensive psychographic and purchase behavior data.

Once we obtain the segments, each group each group should be approached as its own campaign. Messaging should be focused on what appeals to that particular segment. We would be hard pressed to create a campaign that not only appeals to a busy mom but to a young male college student as well; generating two campaigns appealing to each improves our communication and our media program.

As we view the future of the television industry with addressable media around the corner, you can see how employing the use of segmentation today prepares us for the extreme nature of the segmentation of tomorrow. Used intelligently, these consumer insights can improve our clients’ business dramatically.

This commentary is insightful. I recommend it to others.

2 people recommend this article.

One comment on “Segmentation Clarifies Direct Marketer’s Data”

1. Sarah Federman from Telmar
   commented on: August 17, 2010 at 6:30 AM
   Exactly! And with software like Telmar agencies can actually plan on their clusters. In other words, once you figure out that you are after Suburban Moms, you can find out their TV ratings on shows, websites, etc.

Question for the Media Guru

I am putting together a media plan with only print media vehicles. I am looking for a guideline as to the minimum media weight that I should be keeping in mind as I work this plan out. Maybe a minimum number of GRPS per month or maybe another measure more suited to print advertising. Another way of saying this is a minimum media weight where my investment makes an impact and is not wasted. A threshhold media weight.

The Media Guru Answer

In print, better to think of what percent of the target do you need to reach and how often in a month. For example, if you want to reach the majority of your target at least three time per month (“50% reach at 3+”), you would build a plan that achieves that. GRPS are less used to establish print levels; the number for a plan that delivers a reach / frequency goal can vary widely, depending on whether you are using broad reach, general coverage vehicle or highly targeted, focused vehicles. Different target groups also build reach in different patterns.

Telmar First to Avail Media Planners of Traffic Audit Bureau (TAB)’s Eyes-On Data

TAB Eyes-On Data Allows Planners to Compare and Combine Outdoor Media Market by Market with Other Media

NEW YORK– (BUSINESS WIRE) — Telmar, a global supplier of advertising media information software and services announced today the full integration of the Traffic Audit Bureau’s (TAB) Eyes-On Data into its suite of media planning services. Telmar’s integration of Eyes-On data allows advertisers, planners, and buyers the opportunity to fully realize the impact of outdoor advertising. Using the Eyes-On Data in Telmar systems, clients can use traditional media metrics such as % reach, average frequency, TRPS, and compare cost efficiencies using CPMs and CPPs. These industry-standard measurements for Out-of-Home facilitate bringing outdoor into the media mix.

“Telmar is the first to apply science to the TAB’s site level data and adapt it into a media-planning system that is fully compatible with all other media platforms,” said Stanley Federman, CEO, Telmar. “We’re delighted to provide media owners and buyers alike with a system to properly integrate this powerful media. Before the Eyes-On metrics, Outdoor as a category struggled with measurement; now it is a level playing field.”

“Media planners have always been challenged by a lack of standardized measurement when integrating OOH into multi-media campaigns,” said Andrew Marcus, VP Research for Clear Channel Outdoor. “Telmar recognized the need to put OOH in terms consistent with the advertising media industry. In order for operators to provide their clients with plans that fully integrate OOH, they needed fully compatible metrics.”

In partnership with MRI/GFK Eurisco, Telmar worked on the initial TAB Eyes-On ratings which improved the way previous metric systems measured audiences ‘likely to see’ an outdoor ad, with rich demographic and ethnographic data. Telmar brought data from a variety of sources including: recorded pedestrian traffic, circulation, and travel surveys together and applied a scientific method to the raw data.

About Telmar

Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For publishers and broadcasters, Telmar offers the ability to collect, store and manage media research for revenue management and optimization. Telmar has offices around the world including and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.Telmar.com.

Contact:

G. S. Schwartz & Co, Inc.
Jared M. Kreiner / Rachel Honig
212-725-4500
jkreiner@schwartz.com