MailPix

Direct Mail Tracking

Our Nielsen Pix services are web based surveillance tools that provide creative executions linked to media activity data. This unique service covers all major Metropolitan Television, Metropolitan and major Regional Newspapers, leading consumer Magazines and Direct Mail.

Below-the-line marketing continues to expand as more and more marketers opt for one-to-one targeted communications, leveraging sophisticated databases to achieve cost effective results in specific market sectors.

MailPix is a web based reporting service that enables subscribers to customise their online reporting and analysis of Direct Mail campaigns. With projection estimates of spending in the same way as with AdEx main media reporting, MailPix brings accountability to the Direct Mail sector, within the broader context of advertising activity in Australia.

In a rapidly changing media landscape, Direct Mail is playing an even more significant role in addressing marketers’ needs for more effective one-to-one communications. MailPix is a major monitoring initiative that changes the focus and visibility of Direct Mail in the eyes of marketing and advertising decision-makers. This sophisticated online service was launched in January 2005. MailPix offers major reporting features using a robust, nationally representative panel of Australian households.

In addition to applying spend estimates to campaigns, marketers and agencies benefit from a wide range of truly flexible online reports of Direct Mail activity. Clients can view images of individual campaigns and have the option to download scans from the MailPix site.

Australian Direct Mail in the 12 months to February 2009 was estimated at a total volume of 34,800 individual campaigns, representing a small decrease of 3% over the previous 12 months period; with overall mail volumes reaching 476 million.

MailPix estimates of postage costs for total volumes of mail in the same period exceeded $266 million, with the strongest growth Category, Media, recording an increase of 9% increase with a total mail volume lifting YOY to 55 million, and almost 2,000 individual campaigns.

To learn more about MailPix please email ian.renshaw@nielsen.com or contact: Ian Renshaw - (02) 8873 7617.