European Roll-Out for TGI Segmentation

Kantar Media and local audience data provider Eyeota have extended their TGI-based segmentation partnership to Germany and France.

The partnership, which was launched in the UK a year ago, gives advertisers and media buyers access to pre-defined segments built from the TGI consumer and media study, for use in online ad targeting. TGI's robust survey data - based on a minimum sample of 10,000 in each country and strictly audited - is used in almost 70 markets worldwide for efficient media planning and buying.

After an 'extremely positive' reaction to the segments in the UK, the partners are rolling out in France and Germany as well as adding nearly 50 new segments for the UK market. The latter cover Intent, Interest, B2B, Product Ownership and Sociodemographic variables in sectors including travel, shopping habits, philanthropy, beauty, health and entertainment.

Kantar Media's Head of Business Solutions EMEA Christine Bitsch says digital ad spending is on the rise in Germany and France as advertisers look to deliver more relevant and engaging content and ads to customers. Eyeota CEO Kevin Tan adds: 'With this expansion, we aim to bring this same level of success [as in the UK] to Germany and France to give advertiser and media buyers, from that region, access to these highly valued data segments'.

The segments are available through the Eyeota Audience Data Marketplace. Web sites: www.eyeota.com and www.kantarmedia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.