Publisher will license real world data, pooled from major holding companies and independents, for vertical spend analysis, competitive intelligence and benchmarking
Hearst Magazines will license the data for use in vertical spend analysis and competitive intelligence, as well as for price and yield benchmarking and general insights into industry trends.
“The complexities of the digital ad market are such that in order to optimize sales and pricing, you need to have an accurate view of the marketplace,” says Kristen O’Hara, Chief Business Officer, Hearst Magazines. “Working with SMI affords us the ability to gain a real-world competitive view so that we can base our decision making on actual data, not estimates.”
“Hearst Magazines offers advertisers an array of iconic brands to partner with,” says Ben Tatta, president, SMI. “It is critical that they have the ability to realize the true value of the inventory they offer. We are delighted to be working with them to provide data on actual spend and pricing so that they have the ability to do so.”
Standard Media Index data is based on real-world spend from SMI’s pool partners of major holding companies and large independent agencies representing some 90% of all US ad spend.
SMI reports on census-level, complete billing records for placement-level detail of all media transactions in all media types as supplied by the world’s largest media buying groups, as well as leading independents, and organizes that data to create a clear, granular, and easy-to-use database for our clients and agency partners.
Depending on the market, SMI captures between 70 and 95% of all agency spend. By aggregating it, SMI offers detailed ad intelligence across all media types, including Television, Digital, Out-of-Home, Print, and Radio. Depending on the market, data can be broken down by unit cost, media owner, ad type, buy type, advertiser product category, and other dimensions.
Clients use SMI data to determine media mix models, create competitive benchmarks, and gain visibility into pricing level data. The data also allow them to understand marketplace trends on a product category level, evaluate ROI of tentpoles and sporting events, and break out ad formats by media type to highlight the effectiveness of different kinds of placements.
Our data supports insights covering 34 countries around the world.
About Hearst Magazines
Hearst Magazines’ portfolio of more than 25 powerful brands in the U.S. inspires and entertains audiences across all media platforms. Hearst Magazines’ print and digital assets reach nearly 150.3 million readers and site visitors each month — 60% of all millennials and 61% of all Gen Z over the age of 18 (Source: 2021 comScore Multi-Platform © MRI-Simmons (07-21/S21). The company publishes nearly 260 magazine editions and 200 websites around the world.