Panno’s appointment parallels the expansion of MediaVision, Telmar’s philosophy and platform that ensures accountable advertising outcomes through integrated marketing and media planning processes.

Telmar’s alliance with Rex Briggs’ Marketing Evolution has helped advance MediaVision by dynamically incorporating key performance indicators into media planning. Panno will continue to take a lead role in this venture as a champion of both real time, and ROI-centric media planning.

“With marketers both having access to and grappling with large amounts of data, new media alternatives, a changing consumer purchasing dynamic and multiple technology platforms, the industry needs professionals with vision and the capacity to create meaningful solutions. Corey Panno is exactly that type of leader,” said Stanley Federman, Chairman and CEO, Telmar.

Panno added, “It is an exciting time for Telmar, and the industry. I’m looking forward to challenging ourselves and our clients worldwide to explore new models of media planning efficiency and efficacy.”

A media planning expert, prior to joining Telmar in 1989, Panno held media planning roles both on the agency and client sides at J. Walter Thompson and the Bristol-Myers Company, respectively. Panno joined Telmar as an Account Executive, and was quickly promoted through the positions of Manager of Client Services, Director of Product Quality and Production, and the corporate position of Global Director of IT and Product Design.

In his 20 + year tenure at Telmar, Panno has stewarded significant periods of growth, particularly in the design and development of Telmar’s unique software distribution system, eTelmar, and many of Telmar’s software and data management products and services. Mr. Panno has been President of Telmar’s US and Canadian Business Units and a member of the senior management team for Telmar Group Inc. since 2009.

About Telmar
Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, digital and print publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For digital and print publishers, broadcasters and outdoor operators, Telmar offers the ability to collect, store and manage media research for media planning, media sales, revenue management and optimization. Telmar has offices around the world and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.telmar.com.

Telmar Media Systems (Pty) Ltd.

+27-(0)11-804-4489 belinda@telmar.co.za

Johannesburg, South Africa (August 13, 2010)    The Board of Directors of Telmar Media Systems, (Pty) Limited announces Sharon Penhallrick has resigned as Managing Director to return to the ad industry, effective from the end of November, 2010. To help ensure continuity and client support, Telmar has appointed its long time Technical Director Martin Urry as joint Managing Director in the TMS company. To increase client support, Telmar has hired Lorna Long in the full time position of Client Service Director.

The Board of Telmar thanks Ms. Penhallrick for her contributions and wishes her all the best in her future endeavours.

About Telmar

Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For publishers and broadcasters, Telmar offers the ability to collect, store and manage media research for revenue management and optimization. Telmar has offices around the world including and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit  www.Telmar.com

Question for the Media Guru

I am putting together a media plan with only print media vehicles. I am looking for a guideline as to the minimum media weight that I should be keeping in mind as I work this plan out. Maybe a minimum number of GRPS per month or maybe another measure more suited to print advertising. Another way of saying this is a minimum media weight where my investment makes an impact and is not wasted. A threshhold media weight.

The Media Guru Answer

In print, better to think of what percent of the target do you need to reach and how often in a month. For example, if you want to reach the majority of your target at least three time per month (“50% reach at 3+”), you would build a plan that achieves that. GRPS are less used to establish print levels; the number for a plan that delivers a reach / frequency goal can vary widely, depending on whether you are using broad reach, general coverage vehicle or highly targeted, focused vehicles. Different target groups also build reach in different patterns.

Lorna Long appointed Client Service Director Telmar Media Systems (Pty) Limited

Johannesburg, South Africa (August 4, 2010) – Telmar Media Systems is pleased to announce that Lorna Long has joined as Client Service Director.

Lorna has extensive experience in the areas of planning, research and media insights and has served as an active member of various industry councils and committees, including the AMF and SAARF TAMS Tender Committee. She joins Telmar from her own business, mediaspice and was previously the Head of Business Planning Insights at Mindshare and Planning Director at Media Edge.

“Lorna will make a valuable contribution to the company and clients by maintaining and enhancing our high standards for service, media expertise and thought leadership. She shares the true Telmar spirit, embracing and finding solutions for today’s tough media problems,” commented, Martin Urry, a Director of Telmar Media Systems (Pty) Ltd.

Lorna will also work together with Telmar’s global team in adopting best practices from each market.
Jennie Potter, Telmar Group’s Vice Chairman added, “I welcome Lorna’s commitment to the media industry and believe that she will help to continue Telmar’s long tradition of industry watch-dog, offering advice and guidance to all our clients”.

About Telmar
Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For publishers and broadcasters, Telmar offers the ability to collect, store and manage media research for revenue management and optimization. Telmar has offices around the world including and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.Telmar.com

I want to more formally embrace and practice “connections” planning. Do you have any resources or recommendations on where to learn best practices and tactics to help a media team start thinking with a “connections” planning mindset?

Answer:

http://www.imediaconnection.com/content/26933.asp

It’s impossible for humans to track every client demand and cancellation over time, creating a need for another solution In combination with other online metrics, revenue management systems help agencies and publishers maximize value and take advantage of demand Revenue management solutions give agencies and publishers real-time data to help extend or pull campaigns

When asked about how his ad agency relationship, an online publisher might respond, “Agency? What agency?”

That’s an extreme example, but one that may make many publishers nod in agreement. Over the past few months, the digital content shift has changed the relationship between advertising agencies and online publishers. In the United States, online ad spending has just surpassed print. This means that publishers’ sales houses and agencies must develop a new kind of relationship if they are to have one at all.

For example, last year a major online publisher in France sold one of its banner ads by posting it on eBay. The publisher reported very positive results.

How can agencies play a role in this new game?
The changing digital space is nothing to smile about for many publishers or agencies, nor is the proliferation of free content. Agencies can support online publishers by finding new ways to quantify the value of ad space, integrate content with brands, and charge again for formerly free online content.

Revenue management (RM), including the concepts and software solutions, offers just that. RM originates in the travel industry. Anyone who has ever purchased a last-minute ticket to Paris in August or Denver over Christmas has felt the sting of this reality. The value of a seat changes depending on the time of travel, destination, and the number of days until takeoff. Airlines greatly increase their rates as a result of their RM, otherwise known as yield solutions.

How does this relate to media?
Seats are perishable, just as are spots, ads, or banners. Therefore, in the media business, RM solutions help businesses free up ad space and increase revenue for any media. Moreover, RM solutions can help publishers and advertising agencies negotiate more effectively, adding more value to both parties.

No human mind could possibly track all the demands and cancellations of every client over time. Even if you think you can, you often provide inflated discounts to certain clients while wrongly punishing others. RM systems record behavior, make projections, and offer pricing models based on constantly updated information. The result is that loyal clients will be rewarded and receive discounts based on actual versus perceived value.

For example, let’s say Client A buys 10 percent of the available ad space early in a TV season, but always cancels 3 percent at the last minute. Let’s say Client B will pay more and rarely cancels. Our solutions will warn the sales house not to accept the first offer of Client A in order to retain some of the ad space for B.

How can this apply to new technology?
The iPad, soon to be accompanied by various other fancy handheld ways of consuming the work of publishers, will force publishers to adapt quickly. The Economist has been successfully making the transformation; it remains a subscription-only publication and has the most subscribers of any online publication via the iPad. In fact, the magazine is willing to go 100 percent digital if that’s what the world demands. At a media conference in 2009, The Economist announced its uncertainty about maintaining a print addition in five years. This means that all revenue will have to come from subscriptions and digital advertising. RM can help the magazine through digital channels as successfully as it can via print.

Apple’s iPad and other devices may even provide better tracking information, making the system’s recommendations that much more powerful. Advertisers will always want to be where there are eyeballs and credit cards, and these are both still everywhere. Loyal, affluent readers remain glued to The Economist. RM solutions can help online publishers quantify the value of their advertising across all media from banner ads to pay-per-click ads. Their ad space still has value and adding other metrics allows us to simply deepen the solution. All the demands for ad space are fed directly into the system, updating constantly and reallocating the ads to ensure that reach goals are met. In this sense, online media becomes more like television.

With more immediate feedback on readership — similar to overnight ratings — publishers and advertisers will be able to know if a given campaign reached the numbers assumed and if they reached their target number of clicks. They can manage the campaign live, extending it to reach optimum numbers or retracting if the ad flops. Advertisers and publishers can adjust in real time and agencies can help them do this with RM tools.

For agencies today, the majority of print planning relies on surveys conducted often no more than two times per year. TV advertisers and agencies, on the other hand, have benefitted from overnight ratings for many years. As a result, they can adjust campaigns throughout the season. Agencies and advertisers can now work similarly with online publishers. The information of demands and readership, along with other metrics available (such as click-throughs), can be reported, offering a better measurement of campaign success.

How many solutions are in the marketplace?
Currently, revenue management solutions are available from Telmar Worldwide and Mereo in France. There are also similar services available from RSG Media Systems, Rapt, Yield Solutions, and Fivia. While all good companies, these solutions cover only some media and therefore provide a less comprehensive solution for all media sales houses.

Overall, the RM solutions available on the marketplace have bridged the gap between advertising agencies and online publishers’ sales houses. Now, media owners can benefit from knowing the true value of their media. Meanwhile, agencies and advertisers can now be rewarded for their loyalty and receive pricing proposals more in-line with the true value of the opportunity.

As the Indigo Girls often belted out, “Everything is different, but nothing has changed.”

Stanley Federman is chairman and CEO of Telmar.

http://www.imediaconnection.com/content/26933.asp

Mathieu Floirat, Executive Director of TelmarPeaktime France said, “Telmar will load IMPACT MEDIA’s proprietary studies in radio and television while providing them with media planning advertising software. IMPACT will be able to analyze and optimize their data, giving them a sizable competitive advantage in Cameroon.”