Research
Australian content producers data proven relevant and accurate
Local media agencies challenged Australia’s biggest publishers and broadcasters to prove the quality of their data. To put our money where our mouth is, ThinkPremiumDigital commissioned an independent study with Kantar and LiveRamp.
The research tested whether key cohorts did in fact demonstrate interest and intent to act in specific categories.
Australian publishers and broadcasters use a variety of data and behavioural signals to characterise their audiences, ensuring they identify those who find advertising relevant in any given category. The data enrichment ranges from logged in demographics, content read across multiple publications, shows watched and 3rd party partnership data with financial companies, for example.
In an Australian first, local publishers submitted ID’s from 3 of the most frequently asked for target segments, namely Travel, Grocery Buyers, and the 18–34-year-old demographic.
Hashed ID’s were provided to data onboarding company LiveRamp, who de-duplicated and washed them against the consumer panel of leading media-research firm Kantar. The panel was sent a survey that assessed the level of expected behaviours for Australians aged 18+, to asses whether they exhibited the actual behaviours of the targeted audiences they purported to represent.
The good news is, across the three segments tested, each confirmed that they were performing the behaviours and showing the intent signals.
Find out more on all of the behavioural insights that were uncovered.
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