San Francisco, CA (PR WEB) March 16, 2009 — Quantcast today announced that its Quantified Publisher program has been adopted by many of the largest media companies that own and operate local digital properties, addressing the industry’s need for greater insights into the nuances and value of geographically distinct audiences. Local publishing conglomerates including Hearst Corporation, Belo, McClatchy, CBS, Media General and leading city business journal publisher American City Business Journals have quantified thousands of local TV, Radio and Newspaper sites, providing advertisers with improved audience discovery at both a local and national level.
Quantcast’s pioneering approach to digital audience measurement provides local publishers the unique ability to better understand their audiences and deliver advertisers powerful solutions at the local market, content-genre, and network level. Through its direct measurement approach, Quantcast overcomes the limitations of panel-centric measurement services that often overlook local sites in audience estimates. Additionally, Quantcast now allows for the evaluation of local properties relative to national web properties, based on comparable in-market audience figures across all 210 TV markets.
“As an agency that is focused on building strategic, effective campaigns targeting local audiences, we have long faced a big challenge in getting deep, accountable insights into audience data at the local level,” said Sam Bloom, General Manager, Interactive, Camelot Communications. “Quantcast’s data breaks through outdated measurement models and helps us evaluate a broader set of options when it comes to local targeting, and thus make smarter, more responsible media investment decisions.”
A rapidly growing number of top web properties now participate in Quantcast’s Quantified Publisher program, which directly measures more than 10 million unique web destinations. Every month, Quantcast processes more than 150 billion new census-level media consumption events, which are combined with a variety of audience-based reference points (multiple sample and publisher inputs) within the company’s proprietary audience modeling framework to produce rich and actionable audience profiles.
“Local publishers have a tremendous opportunity to demonstrate the value of their audiences,” said Todd Teresi, Chief Revenue Officer of Quantcast. “The ability to quantify audiences on distinct sites within broader local portfolios opens the door for far greater addressability and new revenue streams for local publishers.”