Data Enriching, Médiamétrie’s new solution that enriches TV media planning with data targets
Data Enriching allows agencies, advertising space brokers and advertisers to reach data audiences identified online in their TV advertising campaigns. These target audiences are created from recent digital behaviour, observed in online users’ usage from Médiamétrie’s Internet audience measurement.
They are defined by their web browsing (websites visited, time spent, searches made, purchasing intentions). In other cases, they may come from external data (1st-party* or 3rd-party**).
Médiamétrie is able to create four types of target audiences with Data Enriching:
- SURF Data: interest centre targets defined by the time spent on categories of websites from the Internet audience measurement (sport, health, fashion, travel, real estate, etc.).
- SEARCH Data: targets custom-made for each client from a list of keywords in queries made by online users.
- INTENT Data: targets created using behavioural data exclusively collected on merchant sites or on specialised comparison websites, or those custom-defined using a list of pages visited by online users.
- AD-HOC Data: targets created using third-party data - i.e, first-party data directly originating with the advertiser, third-party data originating with a data supplier.
“With Data Enriching, Médiamétrie is opening new prospects for audience targeting on TV, using a standard set of target audiences common to TV, Digital and Data. Data Enriching helps offer audiences closer to real online consumption for TV media planning, which opens new targeting opportunities for brands”, stated Estelle Duval, head of Médiamétrie’s Data Business.
*1st-party data: CRM or transactional data belonging to publishers, advertisers, online sellers, collected from their users, subscribers, or clients either on their websites or at points of sale.
**3rd-party data: data coming from outside suppliers, complementing 1st-party data, especially using behavioural data.
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