Adwanted brings direct mail and door drops into regional media planning tool

Adwanted has added direct mail and door drops to the geotargeting app within its Connected platform, allowing media planners to map, compare and plan mail alongside other media when setting up regional campaigns.

The initiative has been launched in partnership with the Joint Industry Currency for Mail (JICMAIL) and Marketreach, the marketing authority on commercial mail.

It is the first time users can view direct mail and door drop options in Adwanted Connected’s Regional app.

Rob Laurence, head of Adwanted Connected, said the development allows the industry to plan and buy mail and door drops alongside other regional media “with confidence”.

The app allows media planners 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 data is available at postcode-sector level.

The move also brings direct mail and door drops into the same regional planning environment as established media, such as out of home, radio, cinema and publications, making it easier for advertisers to consider how mail works as part of a broader local media mix.

Patrick Malone, media planning director at Marketreach, said combining Adwanted’s mapping capabilities with JICMAIL’s measurement data gives the industry “a much more sophisticated way to understand the potential of mail at postcode sector level”.

The launch comes as JICMAIL’s latest Q2 2026 data release shows mail continuing to drive digital engagement, with website visits, account lookups, web searches and app downloads prompted by mail rising year on year.

Ian Gibbs, director of data leadership and learning at JICMAIL, said 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.”