New audience data captured by Yahoo7 can now help brands understand the digital daily habits of their audience, as well as broader information about their lives in terms of automotive, food and health, finance, entertainment, travel and purchase behaviour.
The latest Insight Series Special Report, Know Your Audience, was developed to provide Yahoo7 clients with some of the richest data yet into specific, niche audiences, from cat owners to new home buyers.
Take the Yahoo7 quiz:
Brands looking to step into cross category marketing can now use Yahoo7 insights to identify unique product audience pairings and identify untapped marketing opportunities. For example, we know from this research that Leisure Traveller over-index in Tablet (ix = 115) and Smart TV (ix = 113) usage (see Figure 1), and that those looking to renovate are more likely to visit a beauty salon (ix = 171) and enjoy Foreign or Children’s films (ix = 123), when compared to the general population (see Figure 2).
Know Your Audience was created after Yahoo7 saw great success and positive client feedback with its Daily Habits research, which analysed how common audiences spent their day across digital devices. While the data was useful on a broad scale, Yahoo7 identified a need for the data to be tailored to client-specific target audiences, so that advertisers and marketers could learn insights about their audience to help define and drive strategy.
Peter Hammer, Head of Insights and Analytics at Yahoo7 said, “We all know how important data is to marketing strategy, and Know Your Audience enables Yahoo7 to provide our clients with rich information about their specific target audience into their digital daily habits, and also their broader life.
What we’ve found is that marketers are often forced to focus on general trends and only get specific target data when it’s related to their category. The rich profiling information we have from this study enables advertisers and marketers to know a lot more about their audiences, so that a brand manager could know about their audience’s usage of mobile across the day, how they spend their spare time, but also their likelihood to purchase a car and their travel habits.”
The research consisted of an online survey of more than 2,000 respondents across Australia. It is currently being provided to key clients across Australia.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]