The new Regional Audience Intelligence Data (Raid) platform 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 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 News Media Association. The system offers users readership insights right down to the postcode level.
Tags deployed 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.
Raid replaces JICREG which will continue to be available as a legacy system for the time being.
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