German publishers’ collaborative study incorporates mobile audiences

“We’re four media groups with one common goal,” said Treffenstadt.

Axel Springer, Bauer Media Group, Gruner + Jahr and Hubert Burda Media collaborated to build the Best for Planning database, which measures and collects extensive product usage and media exposure data including measuring readership in detail. In 2014 the GfK Media Efficiency Panel (MEP) provided passively-collected tracking data on the online audiences of publishers’ websites including, for the first time, the mobile channels (40m desktop, mobile, tablet activities measured), and this new kind of data was integrated into the b4p database using fusion. This has enabled b4p to:

  • Provide reach figures for all tracked websites, including mobile accesses and apps
  • Provide reach figures for media brands across all channels
  • Segment publishers’ brand users according to the channels they access
  • Link publishers’ brand users to b4p’s vast array of market and people data
  • Show websites’ role in customer journeys

Commenting on the introduction of mobile channels in the study, Treffenstadt said “we’re setting the currency in mobile now. No other study includes this kind of data. We didn’t want to be limited to what information was already out there, so we decided to measure it ourselves.”

“Now, we represent 86 cross-media brands and give an overall net reach of a media brand on all channels – print plus online plus mobile plus apps.”

Interestingly, although important to measure the mobile data, Treffenstadt said: “By no way are digital only people the majority of population – the number of people who like magazines are still the majority.”

Story by Amy Duffin.

Download the full presentation from the FIPP Insight Forum (pdf).

More about Best for Planning.

About the FIPP Insight Forum

The FIPP Insight Forum (formerly known as the Research Forum) is a two-day event for publishers, researchers and marketing executives in the magazine business. It’s taking place today and tomorrow at the offices of Sanoma in Amsterdam.

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