Behavioural Targeting

Newspaper Society launches interactive planning tool for advertisers

The Newspaper Society has launched an interactive planning tool that aims to provide agencies and advertisers with insight into social, behavioural and political differences between communities within the UK.

by Jacquie Bowser Brand Republic 20-Jun-08, 10:50

The Local Matters interactive planning tool contains data that reveals how attitudes towards issues including economy, personal safety, sports, environmental awareness, community and national government, vary considerably across 12 regions of the UK.

It is hoped that agencies and advertisers will be able to use the planning tool to find out how these issues are related to media usage. The data can be divided by region, lifestage or population centre.

Robert Ray, Newspaper Society director, said: "The UK is a hugely diverse country and the Local Matters research has shown how dramatically people's social and political attitudes, and behaviour, change depending upon the region in which they live.

"By using the Local Matters interactive planning tool, agencies and advertisers will be able to see these variations for themselves, also cutting by lifestage or population centre, and maximise the relevance of their communications message."

The Local Matters interactive planning tool is based on findings from a national study, which was conducted by Millward Brown and commissioned by the Newspaper Society.