Advertisers and Publishers Gain Tool in Battle for Consumer Attention With New Teradata Media and Entertainment Solution
Logical Data Model links content, advertising revenue and communication, and matches ads to viewer interests
MIAMISBURG, Ohio — Advertisers and publishers have a new weapon in their battle to attract consumers who view their advertising, programming and online or print content. Teradata Corporation (NYSE: TDC), the world’s largest company solely focused on data warehousing and enterprise analytics, has introduced a model for helping media and entertainment companies more closely match advertising to viewer interests.
The Teradata Media & Entertainment Logical Data Model 2.0 (M&E LDM) is specifically designed to tie together detailed advertising data with detailed consumer information in order to create micro-segments of audiences. By delivering carefully targeted audiences, advertisers can command higher cost-per-activity and cost-per-thousand rates.
“It’s now imperative that content owners and programmers look beyond traditional audience measurement and deploy advanced targeting solutions that leverage the integration of data from all relevant advertising data sources,” said David Grant, vice president of global industry solutions for communications, media and entertainment, Teradata Corporation.
This latest model extends Teradata’s offerings of data analytics to the full spectrum of advertising placement. The model is available today and is released at a time when both Internet usage and online advertising are growing rapidly.
“The Internet accounts for somewhere between 20 percent and 30 percent of overall media consumption in the United States, but advertisers currently invest $1 online for every $10 spent on traditional media. This gap alone serves to explain why online advertising revenue will grow steadily during the next five years even as Internet user growth slows. By 2011, nearly 25 percent of all media consumption will be online, drawing 15 percent of the advertising dollars,” wrote Daniel Taylor, consumer research senior analyst, Yankee Group, in a December 2007 report, “The Cowboys Dance On ... and On: 2007 Online Advertising Forecast.”
Companies that implement the new M&E LDM 2.0 on an enterprise data warehouse will be able to:
* Track and connect ad delivery with consumer response to the ad and the medium and delivery mechanism
* More effectively target consumers to the ad(s) for highest ad relevancy
* Link transactions to specific advertising for better unit-level return on investment
The Teradata M&E LDM 2.0 represents enterprise data, data relationships, topic areas and business rules, and is used to define how different types of data relate to each other. This information roadmap is based on business rules and integrates operational information from across the enterprise.
“In a world of three-screen advertising campaigns and content distribution across dozens of ad networks and creating hundreds of millions of impressions, the Teradata M&E LDM 2.0 links content, advertising revenue and communications channels together seamlessly for faster, easier enterprise intelligence and profitable results,” said Grant.
Six of the seven major studios, plus leading home entertainment rental services, are now using Teradata enterprise data warehouses.
Teradata Corporation (NYSE: TDC) is the world’s largest company focused on raising intelligence through data warehousing and enterprise analytics. Teradata is in more than 60 countries and on the web at Teradata.com.
Teradata is a trademark or registered trademark of Teradata Corporation in the United States and other countries.
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