MIAMISBURG, Ohio, Dec 17, 2008 -- Advertisers and publishers have a new weapon in their battle to attract consumers who view their advertising, programming and on-line or print content. Teradata Corporation has introduced a model for helping media and entertainment companies more closely match advertising to viewer interests.

The Teradata Media & Entertainment Logical Data Model 2.0 is specifically designed to tie together detailed advertising data with detailed consumer information in order to create micro-segments of audiences. By delivering carefully targeted audiences, advertisers can command higher cost-per-activity and cost-per-thousand rates.

"It's now imperative that content owners and programmers look beyond traditional audience measurement and deploy advanced targeting solutions that leverage the integration of data from all relevant advertising data sources," said David Grant, vice president of global industry solutions for communications, media and entertainment, Teradata Corporation.

This latest model extends Teradata's offerings of data analytics to the full spectrum of advertising placement.

The model is available today and is released at a time when both internet usage and online advertising are growing rapidly.

"The internet accounts for somewhere between 20 percent and 30 percent of overall media consumption in the United States, but advertisers currently invest $1 online for every $10 spent on traditional media. This gap alone serves to explain why online advertising revenue will grow steadily during the next five years even as internet user growth slows. By 2011, nearly 25 percent of all media consumption will be online, drawing 15 percent of the advertising dollars," wrote Daniel Taylor, consumer research senior analyst, Yankee Group, in a December 2007 report, "The Cowboys Dance On . . . and On: 2007 Online Advertising Forecast.

Companies that implement the new M&E LDM 2.0 on an enterprise data warehouse will be able to:

-- Track and connect ad delivery with consumer response to the ad and the medium and delivery mechanism.

-- More effectively target consumers to the ad(s) for highest ad relevancy

-- Link transactions to specific advertising for better unit-level return on investment.