B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • WPP
  • Anthony Albanese
  • NRL
  • EssenceMediaCom
  • Thinkerbell
  • Channel 10
  • News Corp
  • Spotlight on Sponsors
  • State of Origin
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: EMMA & Eyeota Launch Targetable Retail Audience Segments
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > EMMA & Eyeota Launch Targetable Retail Audience Segments
Media

EMMA & Eyeota Launch Targetable Retail Audience Segments

Rochelle Burbury
Published on: 15th November 2016 at 9:45 AM
Rochelle Burbury
Share
3 Min Read
SHARE

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.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: 2Day FM, Australia Post
Share
Rochelle Burbury
By Rochelle Burbury
Follow:
Rochelle Burbury is an award-winning journalist and editor with over 25 years of experience in media and communications.  She is the former Marketing & Media Editor for B&T as well as the Australian Financial Review, The Australian, and The Sydney Morning Herald, and Consulting Editor for AdNews. In 2023, she won B&T's Best of the Best in PR and in 2024 featured in the B&T Women in Media Power List. Rochelle’s extensive experience makes her a valuable contributor to B&T.

Latest News

TV Ratings (12/6/2025): 1.4 Million People Viewed The Western Bulldogs Kicking Its Way Into The Top Eight
13/06/2025
WARC Downgrades Global Ad Spend Forecast Amid “Trade Tensions” & Uncertain Tech Market
13/06/2025
Marketers Call For Measurement ‘Parity’ In Video, But One Buyer Warns ‘Be Careful What You Wish For’
13/06/2025
Meta Cracks Down On Nudify Apps & Sues Hong Kong Developer Behind CrushAI
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?