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Find out what’s going in the world of NextMark.

Now available: an “air traffic control” system for managing digital media RFPs and proposals

Friday, May 18th, 2012

Media Magnet version 2.0 is now available. This upgrade introduces an “air traffic control” system for media planners at digital agencies who want to easily manage all their digital media RFP’s, RFC‘s, and proposals in one place. The improvements include:

1) Alerts and Invitations – This new section gives you 20/20 visibility into who has received alerts and invitations.
2) Contact list – For each alert sent, now you can see who got it.
3) Program list – For each publisher, now you can see a list of their properties that match your criteria.
4) Block button – Now you can block a publisher from submitting a proposal. This is handy in cases where you are already dealing with them in some other way or just don’t want to get a proposal.
5) Unblock button – If you change your mind about someone you’ve blocked, you can easily unblock to allow proposals
6) Invite others – This new button enables you invite others to submit proposals for your media plans. It’s effectively an RFP but a lot easier.
7) Status – Now you can see the status of every alert and invitation you’ve sent.  You can see if your RFPs have been viewed or responded to

Here’s a sample screen shot showing these new features:

To get you free Media Magnet account, go to http://www.nextmark.com/media-planning/media-magnet/.

5,000+ Top Digital Media Ad Programs Now Available In NextMark

Thursday, April 26th, 2012

NextMark has hit yet another milestone with the Digital Media Advertising Index: more than 5,000 of the top digital media advertising programs are now represented via data cards. It was just four months ago that we hit the 2,500 record milestone. Great momentum!

The top publishers have been very enthusiastic about posting their data cards in the index for four good reasons:
1) It makes it easier for media planners to find them
2) It makes it easier for media planners to buy from them
3) It’s easy to use
4) It’s free

The data card index complements other website indexing services like those from comScore, Nielsen, and Google that to a great job with website metrics such as number of visitors, page views, and basic visitor demographics. Those other services help media planners to find sites on which to advertise, but they don’t answer all questions a media planner needs to know when building a media plan such as:

  • “Does the site accept advertising?”
  • “What more can you tell me about the site and the visitors?”
  • “What are the placement options?”
  • “How much inventory is available?”
  • “How much does it cost?”
  • “Who do I contact for more information?”

Those are the types of questions that are answered on NextMark’s data cards. Data cards have been used by media planners for years in other traditional media channels through SRDS, NextMark, and others. However, it’s been effectively absent from digital media. NextMark is trailblazing this initiative by adapting and evolving the data card concept for digital media.

The goal of the index is simple: to make it easier for media planners to find, compare, and buy digital media advertising programs.

NextMark Release Paves Way for Digital Media Planning Apps

Thursday, November 17th, 2011

Tonight, we will update the NextMark system to version 7.12.  I wanted to highlight a couple of themes related to the improvements included in this release.

First, if you have been following recent NextMark posts, you know we are working on building a database of digital advertising programs along with new apps to improve the digital media planning process.  With the 7.12 release, we are introducing the foundation to enable us to offer multiple applications within a single framework.  While is doesn’t look like much, we’ve added a stripe (see image below) across the top of the application that will eventually be an application switcher.  For now, NextMark users will see an app called Direct Marketing System—which is the name for the current set of capabilities offered under the NextMark brand.

NextMark Application with Stripe

So, what new apps are in the works?  The Digital Media Planner will significantly reduce the amount of time required to create high-quality media plans.  It will also provide access to a growing database of detailed digital advertising programs.  We are also working on Media Magnet, a tool to connect buyers to the digital advertising programs that best match their campaign objectives.

With every release, we aim to increase system stability and usability and 7.12 is no exception.  We’ve addressed more than 20 issues reported by our user community.

One of our ongoing goals at Nextmark is to drive down the transaction costs associated with buying and selling direct mail lists and other marketing programs.  In 7.12, we streamlined some of the key functions related to the Direct Marketing Exchange (DMAX)—a system that provides the ability for trading partners to electronically transmit mailing list orders using a standard protocol.  For more information about DMAX and how organizations can use it to reduce cost and increase business, refer to this post.

For more detail, check out the 7.12 release notes.

1,000+ Top Website Ad Programs Now Available In NextMark

Monday, November 14th, 2011

Last month, we announced a milestone: 50 Top Web Publishers Tap NextMark’s New Ad Sales Tool. Today, we report two more milestones:

1) That “50” number is already old news; more than 100 publishers are now on board. In the past month alone, another 50+ web publishers have signed on, bringing the count to 107.

2) More than 1,000 website advertising programs from these web publishers are now represented as “data cards” in our advertising program database. In fact, as of today 1,414 data cards have been published:

At the current rate, more than 2,500 of the top website advertising programs will be indexed and available by the end of the year.

Unlike in other media channels, digital media planners have never had a “go to” source of comprehensive information about digital advertising programs. They’ve used myriad tools and countless hours of drudgery to cobble together the information they need to present a professional media plan to their client, the advertiser.

Sure, media planners have long had good tools like comScore and Nielsen to get site metrics such as visitors, page views, and audience profiles. However, site metrics only provide a fraction of the information needed to produce a solid media plan.  Furthermore, site metrics tools are typically disconnected from the media planning system.

As a result, media planners waste a great deal of time tracking down the information they need for their media plan. Did you know that it takes more than 480 hours and costs an agency more than $40,000 to create and execute a media plan? Ouch.

With access to a data card database, a digital media planner gains access to all the information they need to make decisions and to create their media plan. Their life just got a lot better: no more late nights tracking down publisher details and pasting into other systems like Excel and Powerpoint. It’s all available at their fingertips in their media planning system. Now, they can spend more time on publisher relations, strategy, and other high-value activities.

Ad sales representatives from web publishers also gain an advantage by publishing data cards.  By making it easy for the media planner to buy from them, they get an increase in sales leads… and those leads are better qualified. So, they waste less time servicing cold leads and more time closing deals.

A prerequisite to a viable data card database is creating data cards for each and every advertising program. Nobody has ever done this before for digital ad programs. This is a monumental task requiring thousands of phone calls, tons of research, and many person-years of data entry. Basically, it means scaling up the research from a few sites on a single media plan to the tens of thousands of sites that sell guaranteed inventory on all media plans. And, because the market is in constant flux, this sisyphean work never ends.

NextMark is up for this challenge. We’ve done this before. We’ve published and maintain more than 110,000 data cards for other media channels. We are now taking a page out of our playbook and adapting our technology and methods to digital media channels: online display, mobile display, and online video.

We’re just getting started, but this early progress is a good indication of the value that data cards bring to both media planners and publishers.

NextMark Releases 2Q11 Data Card Quality Report

Tuesday, July 12th, 2011

Hanover, NH – July 13, 2011 – NextMark, Inc. a leading provider of direct marketing tools and resources, today published its second quarter 2011 Data Card Quality Report. The report categorizes list management firms based on the number of titles managed, and provides an average data card quality score across each company’s list management portfolio.

Among the findings were 16 list management companies that posted double-digit improvements when compared to the first quarter of 2011. A total of 89 list management companies got an ‘A’ (90.0 or greater) for data card quality in Q2 2011, and 25 of those companies got a perfect score (100).

It is important to note that data card quality does not reflect list quality, but it does measure the completeness and recency of information about the list. This helps to ensure that direct marketers have the information they need to make good prospect list purchasing decisions.

NextMark publishes the top 50 ranking report on a quarterly basis. The next report will be published in October 2011.

Individual data card scores are calculated using a weighted average of thirteen attributes, with an emphasis on recent updates. A list manager’s score is the average of all the data card scores in their portfolio. The first quarter 2011 Data Card Quality Report includes a ranking of list management companies by data card quality.  The top companies for each category are listed below:

Category I (500+ Titles)

American List Counsel
B2B
Complete Mailing Lists
ListBargains.com
Lighthouse List Company

Category II (250 – 499 Titles)

ConsumerBase
Media Source Solutions
Dunhill International
Great Lakes List Management
List Connection, Inc.
PCS Mailing List Company
Take 5 Solutions
Ethnic Technologies
Integrated Business Services

Category III (100 – 249 Titles)

W.S. Ponton
BMI Elite
eTargetMedia.com
List Service Direct, Inc.
Political Fundraising Lists
Charles Moore Associates

Category IV (50 – 99 Titles)

Key Marketing Advantage
NCRI List Management
Profile America List Company
Media Baby
Paramount Lists

For a complete report of the top list managers, including risers and fallers, visit NextMark’s web site: http://www.nextmark.com/media-sales/data-card-quality-report.

About NextMark, Inc.

NextMark’s mission is to help you successfully reach your market. We provide information and technology that powers the market for addressable media and enables media planning, media operations, and media sales. NextMark is a privately held corporation headquartered in Hanover, New Hampshire USA with its Market Intelligence Group located in Edmond, Oklahoma and on the web at www.nextmark.com.

NextMark Releases 1Q11 Data Card Quality Report

Friday, April 15th, 2011

Hanover, NH – April 15, 2011NextMark, Inc. a leading provider of direct marketing tools and resources, today published its first quarter 2011 Data Card Quality Report. The report categorizes list management firms based on the number of titles managed, and provides an average data card quality score across each company’s list management portfolio.

Among the findings were 29 list management companies that posted double-digit improvements when compared to the fourth quarter of 2010. A total of 87 list management companies got an ‘A’ (90.0 or greater) for data card quality in Q1 2011, and 25 of those companies got a perfect score (100).

It is important to note that data card quality does not reflect list quality, but it does measure the completeness and recency of information about the list. This helps to ensure that direct marketers have the information they need to make good prospect list purchasing decisions.

NextMark publishes the top 50 ranking report on a quarterly basis. The next report will be published in July 2011.

Individual data card scores are calculated using a weighted average of thirteen attributes, with an emphasis on recent updates. A list manager’s score is the average of all the data card scores in their portfolio. The first quarter 2011 Data Card Quality Report includes a ranking of list management companies by data card quality. The top companies for each category are listed below:

Category I (500+ Titles)

Worldata
Edith Roman & ePostDirect
American List Counsel
B2B LLC
Complete Mailing Lists
ListBargains.com
Lighthouse List Company

Category II (250 – 499 Titles)

Paramount Lists
Media Source Solutions
Dunhill International List Company
Great Lakes List Management
PCS Mailing List Company
List Connection, Inc.
Response Solutions LLC
Ethnic Technologies
Integrated Business Services

Category III (100 – 249 Titles)

W.S. Ponton
ConsumerBase
eTargetMedia.com
List Service Direct, Inc.
Political Fundraising Lists
Charles Moore Associates

Category IV (50 – 99 Titles)

NCRI List Management
Profile America List Company
Dataline
Marketing Advisory Group
Vente, Inc.

For a complete report of the top list managers, including risers and fallers, visit NextMark’s web site: http://www.nextmark.com/media-sales/data-card-quality-report.

About NextMark, Inc.

NextMark’s mission is to help you successfully reach your market. NextMark provides information and technology that powers the market for addressable media and enables media planning, media operations, and media sales. NextMark currently indexes and tracks more than 100,000 addressable media programs from more than 1,400 sources. NextMark is a privately held corporation headquartered in Hanover, New Hampshire USA with its Market Intelligence Group located in Edmond, Oklahoma and on the web at www.nextmark.com.

NextMark Releases 4Q10 Data Card Quality Report

Monday, January 17th, 2011

Hanover, NH – January 14, 2011NextMark, Inc. a leading provider of direct marketing tools and resources, today published its fourth quarter 2010 Data Card Quality Report. The report categorizes list management firms based on the number of titles managed, and provides an average data card quality score across each company’s list management portfolio. (more…)

NextMark Releases 3Q10 Data Card Quality Report

Monday, October 11th, 2010

Hanover, NH – October 11, 2010 – NextMark, Inc. a leading provider of direct marketing tools and resources, today published its third quarter 2010 Data Card Quality Report. The report categorizes list management firms based on the number of titles managed, and provides an average data card quality score across each company’s list management portfolio. (more…)

NextMark Releases 2Q10 Data Card Quality Report

Wednesday, August 4th, 2010

Hanover, NH – August 4, 2010 – NextMark, Inc. a leading provider of direct marketing tools and resources, today published its second quarter 2010 Data Card Quality Report. The report categorizes list management firms based on the number of titles managed, and provides an average data card quality score across each company’s list management portfolio. (more…)

NextMark Releases 2010 Q1 Data Card Quality Report

Wednesday, April 7th, 2010

Hanover, NH – April 7, 2010 – NextMark, Inc. a leading provider of direct marketing tools and resources, today published its first quarter 2010 Data Card Quality Report. The report categorizes list management firms based on the number of titles managed, and provides an average data card quality score across each company’s list management portfolio. (more…)