http://adage.com/article/media/time-drawing-reader-data-lure-marketers/243918/
Time Inc., bracing for a spin-off from Time Warner early next year, is
rolling out an ad product called Time Engage
that's designed to use the company's vast reader data to better target ads not
just in digital media but in print.
Johnson & Johnson
has recently signed on for Engage, which began as a pilot program in 2012, and
Time Inc. is looking for other takers.
The pilot last year saw Toyota, one of Time Inc.'s 10 biggest advertisers,
and its agency Saatchi LA try to use Engage to raise awareness of its Venza
cross-over among baby boomers, according to the companies.
The effort combined data on more than 137 million Time Inc. print, web and
mobile readers that Time Inc. derived from third-party sources, some of which
included the use of cookies, with information Toyota and Saatchi have collected
on the automaker's consumers. Time Inc. used this third-party data to build
models that helped identify who fit into the active boomer category and on
which Time Inc. title and platform to best reach them, a Time Inc. spokeswoman
said.
