Big Village Upgrades Segmentation and Targeting Offer

AdTech and data company Big Village has added new features to its Audience Intelligence platform, allowing clients to bring in-depth first-party data into audience targeting, plan media and reach audiences in real time. The firm was formerly known as ENGINE, outside the UK.

ENGINE's businesses in the US, continental Europe and Australia were renamed as Big Village in July, although ENGINE Group UK - acquired by Next 15 earlier this year - was not affected. Big Village is led by Global CEO Kasha Cacy and employs c.450 people across a market and social media research business with a focus on understanding customer and employee behavior; a digital transformation practice; youth trends company Cassandra; and a programmatic tech division, EMX by Big Village.

The Audience Intelligence tool, launched last year, analyses consumer media behavior across linear TV, CTV, print, radio, digital, social and podcasts, including content preferences, day parts, digital habits, demographics and psychographics. The tool promises users greater precision than other targeting platforms, due to segments that are curated directly from the digital ecosystem, not translated from primary research. The new features allow segments to be targeted in real time on a number of different platforms, including EMX itself as well as external platforms such as paid social, other publisher networks and DMPs. The upgrade also includes year-on-year trends; greater regional and demographic detail; several hundred new segments including educational and political; and rotating insight on political sentiments, consumer confidence and category specific trends on brands, needs and behaviors.

Andy Davidson, Head of Data Strategy & Analytics for Big Village and a veteran of Harris, Bank of America insights team and GfK, comments: 'We have built Audience Intelligence to be a fully integrated and holistic planning and activation platform where advertisers can easily leverage carefully curated segments that fit each individual need of campaigns'.

Big Village is headquartered in New York and has 12 offices across North America, Europe and Australia, with a web site at www.big-village.com .

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