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  What is Advertising Database? What information will we find for these national brands? How often is Advertising Database updated? How has Advertising Database evolved? Can you briefly compare these versions? Can project-based work be ordered by companies or associations? Can we demo AdData products and services, and do you have a trial period? Do you provide training, and is it free? If we buy AdData service, how can we tell if our people are using it? How can we contact you directly? Technical Notes
Q: What is Advertising Database? A: A 10,000+ brand database, which tracks and includes virtually all brands spending $1MM annually in national U.S. media, inclusive of Broadcast, Cable, and Syndicated TV, Network Radio, Magazines, National Newspapers, and U.S. Internet. For these “national” brands, their local / regional spending in all media types (such as Outdoor and Metro Newspaper) is also included. Many of these brands are also top spenders in promotion, event marketing, public relations, and other non-media arenas. Brands spending less than $1MM, only in U.S. local / regional media, and / or outside the U.S., are included at the editors’ discretion. Q: What information will we find for these national brands? A: Names, exact titles, addresses, phones (often, direct dials), faxes, and (for 88%+) emails for day-to-day decision-makers; name of the brand’s parent company, senior corporate entity owning the parent, the brand’s LNA category and Code, main media planning advertising agency, and all of the above for the brand’s ad agency decision-makers. For most brands, their plan timing, demographic, geographical, media spending, plus merchandising and promotion preferences; and the additional agencies they use for creative, interactive, media buying, and / or ethnic assignments. Q: How often is Advertising Database updated? A: There are three versions, each with a different update frequency: Express®, twice monthly; Primer®, monthly; and Reference™, quarterly. In-house, about 1/12 of the 10,000+ brands are updated for contact data monthly, the oldest brands in the system being updated during any given month (every brand clearly shows the date of its last update). The result: 99.9%+ are updated for contact data within the year, so the average contact data in the system is two business quarters in age. The average number of contact names per brand is 11. (Because many people make advertising decisions for more than one brand, there is name duplication.) 200+ brands are also updated monthly with news, additional ad agency information, target / media planning parameters, and other data. Overall, 50+ brands a day are given significant updates by our editorial staff. Q: How has Advertising Database evolved? A: In 1998, AdData began as a Mac and PC Filemaker Pro CD software solution, mailed monthly to advertising sales subscribers. By 2006, the networkable software was primarily downloaded, priced on a per-user basis. Tradenamed AdData CANVAS®, it provided virtually unlimited search, sort, and export features, but was challenging to learn. In 8/09, we reluctantly removed this software from the market; as we grew to surpass 1,000 media and nonmedia clients, with many thousands of individual users, so did our need to protect marketers from the broadcast fax, email blast, and piracy control issues that CANVAS® raised. We still use CANVAS® selectively, for survey purposes, and for projects serving marketing industry associations such as the ANA, IAB, and MMA. In 2001, we began streaming much of the AdData CANVAS® software content to a simplified website recently re-named AdData PRIMER® (www.addataprimer.com), which by 2007 generated an average of 1,500+ logins per business day. PRIMER® is easy to search, while lacking numerous search options, spending data, news fields, and printer-friendly page rendering, and is devoid of sorting and exporting functions. It’s now used by 2% of our subscribers. In 2007, we added a powerful web version called AdData EXPRESS®, with search, sort, and export functions more reflective of the CANVAS® software than the PRIMER® website. Updated twice per month, EXPRESS® (www.addataexpress.com) is now used by 97% of our subscribers, thousands of users per day. In 8/09, we created the AdData REFERENCE™ Edition (www.addatareference.com), a version for academic institutions. Updated quarterly, AdData REFERENCE™ provides key search data and sort functions, but is not updated as often, or exportable. (Tech Q&A.) Q: Can you briefly compare these versions? A: Each service’s website has more detail, but here are highlights of Advertising Database’s three web-based versions: AdData EXPRESS®: AdData EXPRESS® is used by 97% of all subscribing entities. It features a personalized “dashboard” page. Project folders and personal notes can be named, dated, annotated, and searched. Other features include links between brand news articles and brand records; hotlinks to brand and agency websites, plus to brand and agency decision-maker emails; live chat with your colleagues; live feeds to AdData editorial, IT, and sales departments; an Accolades module honoring and rewarding members who provide AdData with editorial corrections; plus listings and links to major industry events. EXPRESS® users can search, sort, and export basic data more easily than can PRIMER® and REFERENCE™ version users, and can generate more complex and refined search results. EXPRESS® users can search just for Digital Ad Agencies, or find for, and sort by, Brand ad spending amounts. Scrolling numerically within large sets of found results, and printer-friendly page versions, are also useful features. Plus, EXPRESS® subscribers can control user access (add/edit/delete their roster of members), and order staff usage reports, more easily than can other AdData version users. Updated twice per month. EXPRESS® pricing ranges from $3,495 (1-2 users) to $25,495 (200+ users) annually. (www.addataexpress.com). AdData PRIMER®: AdData PRIMER®, our oldest site, is used by entities on a shoestring budget, and by some rep firms. While easy to use for quick, basic lookups of brands, companies, categories, ad agencies, and brands in planning, it doesn’t enable any sorting, exporting, page-friendly printing, or live chat. It doesn’t provide title, user notes, digital agency, or brand spending search options, though it displays results. PRIMER® does provide hotlinks to brand websites; brand and agency decision-maker emails; and annotatable fields, in most screen sections. Search results are displayed in fixed alphabetical list view, a challenge when scrolling through search results numbering in the hundreds or thousands of brands. Not printer-friendly, one full brand printout yields 5 letter-size pages. Certain numerical and range searches, especially for Target Income and Net Worth figures, do not yield stable results. PRIMER’s® administrative features are not controllable by subscribing entities, and username and password security, plus usage report formats, are cumbersome compared with those available to other AdData version subscribers. About 2% of AdData’s subscribing entities use PRIMER®. Updated monthly. PRIMER® pricing ranges from $2,995 (1-2 users) to $22,495 (200+ users) annually. (www.addataprimer.com). AdData REFERENCE™: AdData REFERENCE™, our newest service, is sold exclusively to academic institutions. While lacking brand and agency news fields, and user notes fields, REFERENCE™ subscribers can search and sort basic data in powerful ways, such as by category, geography, and brand spending, and can generate complex search results. But REFERENCE™ users can’t export data, or keep notes on the Site. Other features include scrolling numerically within large sets of found results, and generating printer-friendly pages. There are hotlinks to brand and agency websites, plus to brand and agency decision-maker emails, and live feeds to Advertising Database’s editorial, IT, and sales departments. REFERENCE™ subscriber point people can add, edit, and delete their membership rosters from their desktops. Updated quarterly. REFERENCE™ pricing ranges from $3,495 (1-10 users) to $4,995 (31-50 users) annually. (www.addatareference.com). Q: Can project-based work be ordered by companies or associations? A: We occasionally perform work on a paid or gratis basis for certain clients and associations. Nearly all such data mining is done with our powerful proprietary software, and is valued on a per-name, or hourly, basis. Results are usually generated in Excel, and can be copied onto most desktops in seconds. Containing more fields than the web versions, some AdData software-based compound searches, numerical range searches, exact title or title cluster searches, plus other search, sort, and export capabilities, can yield more granular results. And all found results can be rearranged or sorted in hundreds of ways: alphabetically, by media spending amount, media type preferred, plan timing, zip code, category, company, agency, etc. These results can be exported, via Excel, into SalesForce, Act!, Gold Mine, Outlook, Access, and other CRM-oriented applications. Q: Can I demo the Advertising Database, and do you have a trial period? A: Generally, rather than throwing someone the keys to our vehicles and saying, “Good luck! Hope you come back whole, and as a buyer!”, our representatives cheerfully conduct group 45-minute gotomeeeting sessions at your convenience, when you’ve gathered key prospective users to run the engine and kick the tires for functionality, accuracy, and appeal. Usually, these sessions reveal the positive results of collaboration: you’ll have special insight and contact information we don’t have for certain brands, while AdData will provide useful new leads and contacts for you. (With 100,000+ contacts at top brands and agencies to steer in your direction from our speedy vehicles, these test drives usually result in immediate new sales opportunities…so fasten your seat belts and bring your pens!) After these sessions, if you remain unsure about AdData’s offerings, we can schedule more sessions, or can sometimes arrange access for a few days, to help you decide if the content is right for you. Our websites also provide fact sheets detailing Service Bullet Points, Service Rates and Features, LNA Classes and Codes, and Terms and Conditions of Use, all of which we encourage you to download. Q: Do you provide training, and is it free? A: Yes; all basic group training is free, unlimited, and recommended. We train in the NYC environs in person, and elsewhere over the web via gotomeeting.com, which can accommodate a virtually unlimited number of attendees in an audio video session. Subscribers generally report that the websites are “intuitive”, and are easily learned through frequent use. Just prospect more, and it gets easier! Please note: with many thousands of individual users, we can’t provide one-on-one training gratis. And we do offer customized certification training on a fee basis for individuals and groups. Q: If we buy AdData service, how can we tell if our people are using it? A: We track subscriber usage at the entity level, and, if we detect abnormally low use due to underassigned seats, or abnormally high use due to access sharing, we pledge to contact you. EXPRESS® and REFERENCE™ offer monthly, quarterly, semi-annual, or annual reports detailing use by entity and person, for a fee. Service Rates and Features. Q: How can we contact you directly? A: Please direct inquiries to our main office at 212-956-0505, x 322, during regular EST business hours, or email us at sales@addata.net. For Editorial inquiries, please call x 309, or email editorial@addata.net; for Operations, please call x 314, or email operations@addata.net. Our main offices are at 12 East 32nd Street, Floors 6, 7 & 8, NYC NY 10016. TECHNICAL NOTES: Computers should run IE Explorer 7+ and Mozilla Firefox 3+ (Tech Q&A). (For more detail, please click, when appropriate, to Tech Q&A, Service Bullet Points, Service Rates and Features, Terms and Conditions, Protocol, and, if and when available, AdData EXPRESS® Web Demo and AdData REFERENCE™ Demo. AdData’s Subscriber List is available on a discretionary basis.) |
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