Euro Launch for NIQ's New Digital Purchase GeoAudiences

Consumer intelligence company NIQ has rolled out a new solution, Digital Purchase GeoAudiences, across Europe's Big 5 markets - extending its geographic audience capabilities into what it calls 'digital-first categories', including travel, automotive, technology, telecoms and financial services.

NIQ operates a purchase data-based syndicated audiences solution called GeoPurchase, in thirteen international markets. The latest addition to this, Digital Purchase GeoAudiences, combines this with digital commerce intelligence to give advertisers purchase-informed audience intelligence across a broader range of digital-first industries and shopping environments.

Users can see which geographic areas are showing stronger digital shopping activity, and use this to plan and prioritize media investment. The offering, distributed initially through The Trade Desk but expanding to other programmatic platforms 'in the near future', will include retailer-, category- and brand-level audiences, with segment availability varying by market and data feasibility. To begin with, the sectors included are travel, automotive, technology, telecoms, retail, entertainment, financial services and quick-service restaurants; and the solution will also capture purchases made from direct-to-consumer services, subscription services, and online marketplaces.

Maureen Stapleton (pictured), Global Commercial Lead of NIQ's Media division, says marketers 'shouldn't have to guess where demand is coming from before they invest.' With an ever increasing number of digital channels used to research and buy products, Stapleton says the firm's combination of aggregated real digital shopping behaviour and geographic insights will give advertisers 'a clearer picture of where demand is strongest and where it is growing.'

Web home page: www.niq.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.