JICMAIL data is now included in Adwanted Connected to allow planners to map, compare and plan mail alongside OOH, radio, cinema and publications at postcode-sector level.
Within the newly enhanced Adwanted Connected’s platform is a unique geotargeting app for planning and researching regional advertising campaigns. All data is from trusted industry and governmental sources. Media planners can now plan direct mail and door drops alongside other media when setting up regional campaigns, following a partnership with JICMAIL and Marketreach.
Through an exciting new joint initiative, for the very first-time users can now also view direct mail and door drop options in Adwanted Connected’s Regional app.
Media planners can now use the app to assess mail within a defined geographical area and understand key metrics including household numbers, average attention, average engagement, CPMs and cost per commercial action. This is all available at postcode-sector level.
The development puts direct mail, and door drops on a level playing field with other established regional media, making it easier for advertisers to consider how mail works as part of a broader local media mix.
This is a step change for the industry and the commercial value they add to clients. It comes at a time when JICMAIL’s latest Q1 2026 data release shows mail continues to drive record levels of digital engagement in Q1 2026, with website visits, account lookups, web searches and app downloads prompted by mail, all rising year on year.
“Mail is the original geo-targeted marketing channel, enabling advertisers to target nearly every UK household in a privacy-compliant way with a medium that is highly trusted. We’re really pleased that planners can now assess mail’s contribution to tightly defined geo-targeted campaigns through the Adwanted Connected app, and the tool is the perfect complement to JICMAIL’s own geo-planning tool launched earlier this year.”
Ian Gibbs, Director of Data Leadership and Learning, JICMAIL
“This takes mail planning to another level. By combining Adwanted’s mapping capabilities with JICMAIL’s unique measurement data, we’re giving the industry a much more sophisticated way to understand the potential of mail at postcode sector level. Users can explore household numbers alongside attention, engagement, CPMs and cost per commercial action, creating a richer picture of both audience opportunity and commercial value. We’re incredibly excited about what this means for the future of data-led mail planning and the decisions it can enable.”
Patrick Malone, Media Planning Director, Marketreach
“We are delighted to be partnering with JICMAIL and Marketreach to put Mail and Door Drops into the Adwanted Connected mapping tool. JICMAIL have taken a significant and exciting step in modelling their metrics to postcode sector level, and in partnership with Adwanted, the industry can now plan and buy Mail and Door Drops alongside other regional media with confidence.”
Rob Laurence, Head of Adwanted Connected
About Marketreach
Marketreach is the marketing authority on commercial mail. We’re here to provide evidence of mail’s effectiveness and get brands and businesses excited about its creative and strategic possibilities. In a digital age, mail is changing fast -we aim to keep you up to date on the latest innovations and opportunities. As part of the Royal Mail Group, we are committed to responsibly managing our impact on the world and having a positive relationship with our customers, our people, our communities and our environment.
About Adwanted UK
Adwanted UK are the UK’s leading provider of media tech, data and thought leadership. With decades of experience in every aspect of media, they are connected to the key players and deliver unparalleled reach and influence across the industry and beyond. Their media planning tool, Adwanted Connected, is the UK’s largest single-source of media data and the first stop for agencies, media owners, brands and academic institutions. They have three leading products in the UK commercial audio sphere (J-ET, Audiotrack and AudioLab), encompassing every step of the media workflow and are the trusted delivery partner for three essential OOH services (SPACE, Route API and Playout). Adwanted Content is proud to be the UK’s market leading events business for the media industry as well as delivering the highly regarded The Media Leader; the industry’s go-to resource for analysis, opinion and news.
