GfK MRI Debuts New Consumer Segments

In the US, GfK MRI has launched a new set of 44 consumer segments based on its data on consumers' off-line activities and attitudes, for use in online ad targeting. The launch involves deals with three online data management platforms (DMPs), BlueKai, eXelate and Lotame.

The research firm's off-line data comes from its Survey of the American Consumer database, which is updated each year from more than 25,000 in-person interviews and covers consumer demographics, media choices, attitudes and lifestyles, plus consumption of c.6,000 products in 550 categories.

The new segments include groups who research electronic products before purchasing them; view their mobile 'phones as a source of entertainment; are willing to receive mobile ads in exchange for services or discounts; daily Internet banking users; and those with a preference for local and nutritious foods.

GfK MRI Managing Director Florian Kahlert comments: 'To build brands effectively, online advertising needs to be complemented with reliable information about the offline world of consumers - the magazines they read, stores where they shop, and products they buy. Tracking consumers' attitudes and behaviors in every aspect of their lives has been our sole purpose for 30 years. We are thrilled to be bringing this expertise and insight to the online marketplace, with great help from BlueKai, eXelate, and Lotame.'

The firm is online at www.gfk.com/us .