Brand owners and their agencies can now plan direct mail and door-drops alongside regional OOH, radio and cinema activity as part of the wider media mix at postcode sector level, finally bringing the channel out of its traditional campaign silo.
The move follows a new partnership between Royal Mail Marketreach, Jicmail and Adwanted UK, which claims its Adwanted Connected platform is the UK’s largest single-source tool for media data, combining independent research, analysis, and planning applications into one interface.
The platform offers a geotargeting app for planning and researching regional advertising campaigns, with all data gathered from trusted industry and governmental sources.
Media planners can now use the app to assess mail within a defined geographical area and understand key metrics including household numbers, average attention, average engagement, CPMs and cost per commercial action. This is all available at postcode-sector level.
The development puts direct mail, and door drops on a level playing field with other established regional media, making it easier for advertisers to consider how mail works as part of a broader local media mix.
Claimed to be a “step change” for the industry and the commercial value mailshots add to clients, the move follows recent Jicmail figures which show mail continues to drive record levels of digital engagement, with website visits, account lookups, web searches and app downloads prompted by mail, all rising year on year.
Jicmail director of data leadership and learning Ian Gibbs said: “Mail is the original geo-targeted marketing channel, enabling advertisers to target nearly every UK household in a privacy-compliant way with a medium that is highly trusted.
“We’re really pleased that planners can now assess mail’s contribution to tightly defined geo-targeted campaigns through the Adwanted Connected app, and the tool is the perfect complement to Jicmail’s own geo-planning tool launched earlier this year.”
Head of Adwanted Connected Rob Laurence added: “Jicmail has taken a significant step in modelling its metrics to postcode sector level, and with our partnership the industry can now plan and buy mail and door-drops alongside other regional media with confidence.”
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