April 23, 2013 09:00 ET

SponsorPay Launches AdPlanner Targeting Tool For Engagement Advertising, Audience Confirmed By comScore

AdPlanner enhances BrandEngage® platform by equipping Fortune 500 brand and agency clients with real-time targeting of users based on demographic, geographic, platform and content category insights delivered by Nielsen

NEW YORK, NEW YORK--(Marketwired - April 23, 2013) - SponsorPay, the leader in engagement advertising, today announced the launch of AdPlanner, a new addition to its BrandEngage® advertising platform designed to increase the targeting precision of its campaigns. This audience verification tool was developed based on insights delivered by Nielsen, a global leading provider of information and insights into what consumers watch and buy.

Nielsen's online audience reports cover applications in SponsorPay's publisher network in four European markets and the US, and enable advertisers to achieve incisive reach. AdPlanner allows for direct access to audience data and organizes the information with high accuracy according to campaign objectives.

"Data is now more important than ever. With AdPlanner, we've partnered with market leaders to help our clients accurately reach their desired audiences. This is a massive leap forward and reflects our dedication towards delivering better value for our advertising partners," said Andrew Bibby, Senior Vice President of Global Advertiser Sales at SponsorPay, who oversees the BrandEngage® platform.

AdPlanner aggregates high quality data on the user demographics of more than 700 applications in SponsorPay's premium publisher network in the US, UK, Germany, France and Spain, allowing clients to isolate and target users groups based on geography, demographics, platform and type of content. This enables advertisers to specifically reach and engage relevant audiences for their brand or campaign.

SponsorPay also conducted a study with leading analytics platform comScore to develop a more intricate understanding of its US audience (source: comScore MMX, US, January 2013):

  • 56 percent of SponsorPay's US-based users are female
  • 72 percent of its US users have an annual income of at least $40,000 with 57 percent of those making more than $75,000 per year
  • 70 percent of its US users are over 25 years of age with 52 percent of those in the range of 25 to 44 years

"We share a common goal to help our marketer clients achieve incisive reach and reduce waste. The evaluation of SponsorPay's audience provides a solid foundation for them to achieve that objective," said Naresh Rekhi, VP Product Management at comScore.

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