New tool to tar­get con­sumers

The Bulletin - - Cover Story -

ME­DIA buy­ers will be able to more pre­cisely tar­get Aus­tralian con­sumers fol­low­ing a part­ner­ship be­tween mar­ket re­search com­pany Ip­sos – the de­vel­oper of emma – and in­ter­na­tional au­di­ence data firm Eyeota that will see tra­di­tional off­line datasets brought on­line.

Buy­ers will now be able to pur­chase dig­i­tal au­di­ences in a way that mir­rors how off­line me­dia was tra­di­tion­ally bought through the com­bi­na­tion of Ip­sos’ geo-de­mo­graphic datasets with Eyeota’s data dig­i­tal­i­sa­tion ca­pa­bil­ity.

The part­ner­ship will also see emma – a cross-plat­form au­di­ence in­sights sur­vey of more than 54,000 peo­ple a year – trans­form into ac­tion­able au­di­ence data seg­ments.

Mar­keters and me­dia plan­ners will be able to ac­cess these pro­file seg­ments on all ma­jor on­line me­dia buy­ing plat­forms.

“In­tro­duc­ing Ip­sos’ highly val­ued branded pro­files will en­able me­dia buy­ers to feel more con­fi­dent about shift­ing their bud­get from off­line to on­line me­dia, and fur­ther es­tab­lish the data-driven space in the coun­try,” Eyeota CEO Kevin Tan said.

“emma be­havioural and in­ten­tion to pur­chase seg­ments will al­low ad­ver­tis­ers and me­dia agen­cies to paint richer, more con­tem­po­rary con­sumer por­traits with to­tal con­fi­dence in the data.”

Man­ag­ing di­rec­tor at Ip­sos Me­di­aCT Si­mon Wake said emma had pro­duced a wealth of rich data on Aus­tralian con­sumers in­clud­ing their at­ti­tudes, life­styles, prod­uct pref­er­ences and con­sump­tion habits.

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