GfK Extends Eyeota Consumer Targeting Partnership

GfK has extended its partnership with local audience specialist Eyeota, to help clients improve the accuracy of their consumer targeting initiatives using the global agency's 'Purchasing Power' data.

The firms initially partnered last year, to help advertisers tailor their online ads to specific income target groups by region. Through the extended partnership, GfK's European 'Purchasing Power' consumer data covering specific categories will be available on Eyeota's data marketplace, to support targeting relating to consumers' off-line shopping habits. These data segments are standardised across multiple Europe markets, to help retailers and brands link off-line behaviour with online targeting.

Niko Waesche (pictured), Head of Customer and Audience Activation at GfK, comments: 'Purchasing Power is the most the accurate way to engage audiences with high, medium and low purchasing power and helps advertisers segment campaigns to specific audiences. For example, using our suite of segments, a retailer can accurately target premium, value and economy food shoppers'.

Web sites: www.gfk.com and www.eyeota.com .