NDX’s New SmartZone Technology Boosts Snapshot™ Tools for Penetration and Reach in Preprint Media Planning

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Launch of SmartZone is First in a Series of Enhancements to Snapshot™ Data Tool

SmartZone Technology empowers media buyers to evaluate penetrations across a range of distribution products, at a more granular level, before they place their pre-print buys

NDX has released SmartZone Technology with the first in a series of enhancements to Snapshot™, the NDX online data retrieval tool for pre-print ad planning. SmartZone Technology is a suite of new applications that allows media buyers to clearly define and evaluate true household penetration and market reach impact. SmartZone provides more accurate and actionable data in the early stage of planning.

The number of publications and distribution products from newspapers has doubled in the past five years and this trend will continue. SmartZone Technology eliminates the need to manually collate, aggregate and calculate multiple, disparate data points across publications with different placement rules.

With the consolidation and contraction of newspaper operations, media planners must have the most up to date and actionable placement rules with tools to conduct real-time analysis. This pace of change is what drove the need for SmartZone, the first technology of its kind in the media industry.

This new technology saves time and money on media plan revisions, and saves significant costs through more accurate print quantities. SmartZone provides media analysts with clear placement data for comparison to sales results.

“SmartZone Technology empowers media buyers to evaluate penetrations across a range of distribution products, at a more granular level, before they place their pre-print buys. That enables buyers to realize their planned penetration goals,” said Michael Lombardo, co-founder and president of NDX. “Without these tools advertisers frequently suffer from over-coverage in some locations and under-coverage in others,” he continued, “which is both inefficient and under-performing.”

The collection of SmartZone Technology’s new enhancements to Snapshot™ includes:

  •     Buy Report/Aggregation Options—User-defined Buy Reports that aggregate full campaign counts and eliminate manual compilation of data
  •     Household Counts and Penetration Reports—Household penetration at the Zip and placement zone levels
  •     Audit Variance and Backfill— AAM and CAC data for comparison
  •     Split Zip Solution—both Zip-level and zone totals for clearer and more effective target placements

SmartZone Technology enhancements to Snapshot™ are developed through an in-depth client-feedback and product testing system. Snapshot™ is the online tool ad buyers use to access NDX Source® data that is critical for campaign planning, such as real-time distribution counts, operational information and multiple periods of projections and placements for every publication in the database. Snapshot™ offers an add-on direct-feed service where advertisers may interface Source® directly with their own internal business systems. NDX Source® now includes over 100 million households with over 250 million weekly impressions.

About NDX:
NDX is the standard-bearer of newspaper product and distribution information for the US advertising industry. NDX products are driven by a proprietary Source® database and provide a standardized format of the country’s largest, most current and most comprehensive publisher data. With a national network of data management resources and advisors from both the Advertising and Publishing industries, NDX is a single source of the knowledge needed to maximize preprint advertising investments. Visit us at http://www.NDXus.com to learn more.

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