The local news media sector's new audience measurement platform Regional Audience Intelligence Data (Raid) has officially launched today, enabling media planners to see local more clearly.
The new Raid platform, the only place to find UK local news media’s total brand audience, offers a host of new benefits including more immediate and accurate audience data, a reduction in modelled readership data, and a new bespoke user interface.
News Media Association chief executive Theo Bamber said: “Local news media presents a unique and compelling proposition for advertisers. Local titles are highly trusted environments with deep connections to the communities and people they serve.
“Raid gives planners a clear and dynamic view of this market, allowing them to see the scope and scale of local media and connect brands with the right audiences. It's an important innovation at a time when the advertising model is evolving, and will deliver significant benefits to publishers and agencies alike.”
Developed by the international research agency RAM Penetrace on behalf of local publishers, Raid launches today with an advertising campaign across the media trade press and local news media sector.
Over the past month, more than 100 local publishers and media planners have been introduced to Raid through a series of webinar training sessions. The system offers users readership insights right down to the postcode level.
Tags deployed by the RAM Platform across local news websites capture the reach, frequency and demographics of the sector’s digital audiences, with additional readership surveys used to capture print readership data, powering Raid’s total brand audience data.
CEO RAM Penetrace UK Ltd Dianne Newman said: “Raid has been designed with the flexibility to adapt quickly as the local news sector evolves while offering media agencies the rigour required to plan with complete confidence.
"We look forward to continuing our work with publishers, agencies and advertisers as the rollout of this exciting new tool progresses over the coming weeks and months.”
Raid replaces JICREG, which will continue to be available as a legacy system for the time being.
Share