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FT launches audience planning tool for advertisers

1 August 2018: Today the Financial Times announces the launch of MAP (Multi-platform Audience Planning), a first-of-its-kind global, cross-platform campaign planning tool that provides commercial partners with a holistic view of the FT’s audiences across print, FT.com and the FT web app.

Designed to enable more effective and informed campaign planning, MAP allows marketers and planners to evaluate and quantify the reach of an advertising campaign, and to demonstrate the increase in reach by adding channels. The tool can be used to build reach and frequency reports, which can be split by audience and region, helping marketers to project the audience size of a campaign across specific demographics.  

Laura Milsted, Global Advertising Director, B2B & Insight, said: “Planning campaigns on robust, audited and comparable data has become increasingly difficult in today’s multichannel advertising environment. With the launch of MAP, our clients will be able to accurately evaluate the global reach of a campaign across print and online platforms, ensuring greater transparency and more effective marketing.”

MAP was developed with PwC and is based on assured data. It will enable marketers and media planners to accurately quantify a campaign’s global de-duplicated reach, emphasising the FT’s commitment to transparency.

PwC’s Media Insight & Assurance partner, Sam Tomlinson, said: "We believe this tool to be the first of its kind, offering [the FT's clients] global de-duplicated reach/frequency planning across all channels and audience segments. We have a longstanding commitment to support premium publishers with certified audience data, which is more critical than ever in today's marketing environment with its focus on trust and transparency."

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For more information contact:

Catherine Goacher | 0207 873 4181 | catherine.goacher@ft.com

About the Financial Times
The Financial Times is one of the world’s leading business news organisations, recognised internationally for its authority, integrity and accuracy. The FT marks 130 years in 2018 with a record paying readership of more than 930,000, three-quarters of which are digital subscriptions. It is part of Nikkei Inc., which provides a broad range of information, news and services for the global business community.