mi9 strengthens data product suite with the launch of Postcode Clusters and TV Extend

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RichardMcCB.jpgFor the first time, advertisers will be able to create more tailored online campaigns targeting Australian consumers based on their offline location, following today’s launch of two geographical data targeting tools – Postcode Clusters and TV Extend – by digital media company Mi9.

Bringing together the reach of Mi9’s advertising with the in-depth audience insight of Experian, the two products put Mi9’s data suite even further ahead of competitor offerings in the market, by enabling advertisers to target up to 14.2 million active registered users based on their offline geographical location as they travel across the Mi9 network.

·         Postcode Clusters gives advertisers the tools to devise highly accurate campaigns based on the household location of their target audience, and their proximity to stores or branches

·         TV Extend enables advertisers to reach users based on their TV region segmentation, meaning TV campaigns can simply be extended online to compliment offline campaigns and reach a unique regional audience

 

Both products have been developed by matching offline data from Experian’s award winning consumer household database, with Mi9’s unrivalled registered user data set across Hotmail, Outlook, Skype, XBOX and Windows Live, providing advertisers with a way to deliver highly targeted and relevant information to consumers through digital campaigns.

 

Says Richard McLaren (pictured), managing director data & services at Mi9: “The introduction of these new features firmly set us apart from the rest of the publishing pack. Our partnership with Experian Marketing Services means we can deliver deeper insight, more actionable intelligence and greater value to advertisers which they simply can’t get anywhere else.”

 

The enhancements to Mi9’s data offering provide advertisers with three distinct targeting advantages:

·        Bespoke delivery – custom Postcode and TV region cluster targeting means advertisers can tailor the content of their ads to users only in the most relevant locations

·        Robust methodology – all of Mi9’s location information is based on active registered users, so targeting is more reliable than standard geo-targeting, where users are simply delivered ads based on their geographical IP address

·        Targeting at scale – due to the huge volume of active Mi9 accounts, advertisers can achieve real scale through their campaigns, while still remaining highly targeted in their approach

 

Says McLaren: “In a world where consumers move seamlessly from device to device throughout the day, it’s essential advertisers can reach the right people at the right time and are able to reinforce their messages across different platforms. The range and breadth of Mi9’s consumer insight means advertisers can create richer and more personal experiences, allowing them to build deeper relationships and increase their return on investment.”

 

At all times target consumers are anonymous to both Mi9 and the advertiser with no personal identifiable information transferred with the products. Mi9 uses customer data only where consent has been given in line with Mi9’s privacy policy and customers have the option to opt-out at any time via OnlineChoices.