emma partnership offers enhanced digital targeting

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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.”

“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.”

Mr Tan said Australia was a global leader in programmatic markets and was 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 per cent in Australia from Q1,” he said.

emma was developed by Ipsos for The Readership Works and offers cross-channel media measurement  and audience demographic, socioeconomic, attitudinal and segmentation variables.

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.

“Through our partnership with Eyeota, we are now able to make this data actionable across all major programmatic buying platforms,” Mr Wake said.

“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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