“Seventy-five percent of people in Manchester go to Manchester Evening News every month, which is 3% higher than the BBC,” Malik said. “We can geofence and build real intelligence for advertisers and brands [across that audience].”
The solution, first introduced six months ago, has already attracted Nestlé. The confectioner wanted to target mothers of small children, so Trinity Mirror and Beemray looked for online visits to nursery schools and toy stores to develop an addressable audience. Trinity Mirror also pulled in content behavior that suggested the reader was a mom – a way of enriching the data that’s unique to the publisher.
Location data also helps with measuring performance, not just impact. Trinity Mirror plans to use location data to show “how digital advertising is influencing footfall as well as revealing the path to conversion for performance advertisers,” Malik added.
Trinity Mirror, which also manages marketing campaigns for some of its local advertisers, is starting to test audience extension using this data, allowing advertisers to increase the reach of campaigns.
The publication has built a programmatic infrastructure consisting of six programmatic analysts, three data analysts and a sales team to execute its plans, said Malik, who previously worked at Google serving the buy side.
While location data is still in its early days, it’s been the province of buyers. But there are good reasons for publishers to pursue this data, particularly those that can collect and keep data from first-party cookies on mobile. Mobile is decidedly less friendly to data intermediaries because they aren’t allowed to drop third-party cookies.
“Large-scale publishers have a huge opportunity with first-party data as they aggregate many different audiences, and mobile data technologies will be instrumental in devising this plan,” Malik said.