Mapp wins gold at worldwide magazine media association conference
Magazine Publishers of Australia’s mapp (Magazine Audience Performance Predictor) tool has won gold in the research category at the worldwide magazine media association conference FIPP.
The announcement:
On June 16th 2014, mapp (Magazine Audience Performance Predictor) tool was presented at the worldwide magazine media association conference- FIPP- in Germany and won Gold in the Research category. The awards acknowledge the best research studies that promote the use of magazine media as an advertising medium, anywhere in the world.
The tool provides access to estimated weekly performance data for current issues of 30 leading magazines titles within 14 days of their on sale date. For the first time, mapp enables real time performance estimates of current issues as well as accurate historical weekly data.
Judges comments about mapp include:
- “mapp is a truly innovative project, which quantifies the contribution of magazines to the media mix in a manner that is in line with the forms of data available for other media. It involves forecasting how advertising messages in magazines will be spread through time, issue by issue.”
- “The greater precision promised by this development means that the link between magazine advertising and advertisers’ product sales will be measured more efficiently, resulting in more accurate – and higher – estimates of magazines’ return on investment.”
MPA Executive Director, Mary Ann Azer said: “We are thrilled with this award as it acknowledges the breakthrough we were able to achieve in Australia with this tool. This enables magazines to be more accountable as this level of data can be plugged into any marketing mix modelling study and provide a true ROI comparison with other mediums including TV and online.”
mapp is available online and easily integrates into agencies’ existing econometric modelling. The mapp tool and websitewww.mappmags.org.au was developed in conjunction with leading Australian data analytics and modelling company Quantium
Source: Magazine Publishers of Australia media release
