EMMA & Eyeota Launch Targetable Retail Audience Segments

Ipsos, Australia’s leading market research company that is responsible for the emma (Enhanced Media Metrics Australia) audience survey, and Eyeota, the global leader for targetable audience data, today announced the introduction of new retail related targetable audience segments for the peak demand retail season in the lead up to Christmas.

A range of targetable audience segments have been developed by Ipsos and Eyeota, offering rich consumer behaviour and intention to purchase segments for more precise targeting of audiences. The emma derived targetable audience segments include shopping at the main grocery and mass retail brands as well as purchase intention for specific retail categories and product segments.

It features the types of products they intend to purchase, including everything from camping products to fashion, furniture, homewares, toys, sporting equipment and jewellery. The emma-based audience segments can be purchased via the Eyeota Data Marketplace from all major media agency online trading desks.

“The new retail audience segment data gives digital media buyers the range and depth of targeting that was previously only available on traditional media platforms. The emma consumer behavioural and purchase intention segments allow advertisers to target richer, more contemporary consumer portraits,” emma Executive Director Brian Hogan said.

“This retail data becomes even more critical in the lead up to the biggest retail sales event of the year when consumers spend upwards of $47 billion over the Christmas season.”

Ipsos and Eyeota formed a partnership late last year 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 leading audience measurement survey, emma, 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.

* 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.

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