Bloomberg Launches Marketing Analytics Tool

Application Allows Advertisers To Optimize Investments In Group's Properties

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Bloomberg Media is launching a tool to help advertisers to plan their investments across the group's network of TV, radio, digital and print outlets.

The new application will be used in all Bloomberg outlets, from the flagship website to print magazines like Bloomberg Business Week.
The new application will be used in all Bloomberg outlets, from the flagship website to print magazines like Bloomberg Business Week.

Done in conjunction with marketing analytics software MarketShare, the tool will integrate Bloomberg's own financial data into MarketShare's Benchmark:Media application to help advertisers evaluate how to optimize their ad spending among the Bloomberg properties. This new platform will be first available for the luxury auto segment, according to Paul Caine, global chief revenue and client partnerships officer.

This planning tool will be available for all advertising formats available in the Bloomberg products, including custom content in-house shop Bloomberg Media Studios, announced last spring.

"This real-world data will help marketers choose which platform to advertise on," said Mr. Caine, "as well as guide their storytelling to reach this very elusive, influential customer."

Mr. Caine declined to disclose ad revenue, but said it is "strong and going well comparing to last year."

After the initial run with luxury auto marketers, the company will open the new analytics application for other marketers in the luxury segment later this year.

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