Local audience data firm Eyeota has teamed up with analytics firm Kantar Media to share the ad targeting technologies with clients.
The first phase of the partnership means advertisers and media buyers in the UK will have access to pre-defined segments built from Kantar Media’s TGI study of consumer behaviour and characteristics. This allows them to target specific audiences for online advertising.
Kantar Media’s TGI data is used in almost 70 countries worldwide. More than 300 communication agencies, media owners and advertisers in the UK rely on TGI data for efficient media planning and buying and it is renowned throughout the media industry for its particularly high quality methodology and robustness of data results.
Through Kantar Media’s unique pre-defined segments, agencies and advertisers obtain an in-depth view of all kinds of offline and online consumer behaviour. These segments provide insights into consumer behaviour across a variety of key sectors, including grocery shopping, mobile phones, banking, TV viewing and air travel.
The TGI segments can be selected directly in the DSP and reached online, making digital campaigns far more efficient than when having to rely on the limited consumer metrics often available in such advertising. For campaigns that need a more subtle and detailed audience, bespoke target audiences can be built from the TGI data through Kantar Media’s TGI Ad-Vantage initiative to identify their online target audiences.
Alex Kuhnel, COO, Consumer Intelligence, Kantar Media, comments: “This partnership reflects the next stage in Kantar Media’s objective of empowering our clients to enhance the value of their digital campaigns. In today’s fast-paced media landscape, TGI data is trusted throughout the advertising ecosystem and represents the industry standard for understanding consumer behaviour.”
Kevin Tan, CEO of Eyeota, says: “Kantar Media’s in-depth data means that the crucial ‘why’ of consumer behaviour can be understood, meaning that advertisers can utilize the data to formulate effective marketing strategies. Introducing Kantar Media’s highly valued branded profiles empowers advertisers and media buyers as they know they are purchasing high quality data to target their online ads effectively. I am excited to work with Kantar Media to offer audience data with scale and reach, so advertisers can understand their target audiences in a new way – as humans.”