Real consumer profiles from emma now available for digital targeting
Eyeota and Ipsos partner to launch emma and geoTribes audience data segments
Offline audience data segments now available for online targeting in Australia
Eyeota – the global leader for local audience data – and Ipsos, one of the world’s leading survey-based marketing research firms, have partnered to launch emma and geoTribes audience data segments. The partnership will see traditional offline consumer datasets brought online for audience targeting in Australia.
Combining Ipsos’s geo-demographic datasets with Eyeota’s data digitalisation capability, media buyers will be able to purchase digital audiences the same way as they have traditionally bought offline media. The partnership will also turn Ipsos’s new leading audience measurement survey, emma (Enhanced Media Metrics Australia), into actionable audience data segments. Using location and other sociodemographic data points in the Eyeota Audience Data Marketplace, Eyeota’s unique cookies are matched with emma segments and geoTribes’ datasets resulting in addressable, targetable user profiles. These profile segments will be available to marketers and media planners on all major online media buying platforms.
Kevin Tan, CEO at Eyeota, says: “Australia is one of the leading global programmatic markets and we are experiencing rapidly growing demand for high quality audience data. The Q2 Eyeota Index, a quarterly report measuring audience data usage and trends worldwide, revealed that audience data usage increased 61% in Australia from Q1.
“Introducing Ipsos’s 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. emma behavioral and intention to purchase segments will allow advertisers and media agencies to paint richer, more contemporary consumer portraits with total confidence in the data.”
emma is a cross-platform audience insights survey based on detailed responses from 40,000 people a year who accurately represent the make-up of the Australian population. The complete consumer and media single source survey built for the digital age offers cross-channel media measurement and audience demographic, socioeconomic, attitudinal and segmentation variables.
geoTribes segments aggregate demographic information, such as factual age, with geographic location, including address, to determine lifecycle stage and socioeconomic status. These datasets provide insights into a wide range of sociodemographic factors such as household wealth and family composition.
Segmenting Australian households and consumers into unique groups that share similar attitudes as well as demographic and socioeconomic characteristics, emma and geoTribes will enable marketers to reach their target audiences with precision.
Simon Wake, Managing Director at Ipsos MediaCT, adds: “emma was designed to give media agencies and advertisers more accurate and transparent audience insights to better plan their campaigns. emma’s methodology was designed with the oversight of the MFA and draws on Ipsos’s global expertise to more accurately measure how people consume media and content across channels. In the process we have accrued a wealth of rich data on Australian consumers, their attitudes, lifestyles, product preferences and consumption habits. Through our partnership with Eyeota, we are now able to make this data actionable across all major programmatic buying platforms.
“With audience targeting now established as the most critical element in successful programmatic media, the high quality consumer behaviour data from the emma survey enables a significant enhancement of targeting capability. Advertisers will not only have multi-dimensional insights into their consumers, but will also be able to directly target them online.”
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