NIQ Launches GeoPurchase Audience in Four New Markets

Consumer intelligence company NIQ is rolling out its purchase data-based GeoPurchase audiences solution in Poland, Belgium, Mexico and Indonesia.

GeoPurchase Audiences allows marketers to identify and target consumers based on demand, rather than demographics, helping compliance with privacy legislation. Users can pinpoint geographic areas where consumers are most likely to purchase specific FMCG categories, brands or sub-brands, in order to target retail promotion.

The solution taps purchase-based signals from a broad network of retailers in local markets, allowing clients to Identify high-performing areas to help drive category growth; target underperforming regions to acquire new buyers; and defend / grow market share. Currently available through platforms including The Trade Desk, Cadent and AdSquare, the tool is due to add new integrations soon and is currently available in a total of 28 markets.

Maureen Stapleton (pictured), Global Commercial Leader of NIQ's Media Division, comments: 'With GeoPurchase audiences, we're translating NIQ's global scale into local strategies that help every impression work harder. By understanding who buys and where demand exists, brands can drive growth in today's fragmented and highly regulated environment. We now offer GeoPurchase syndicated audiences across 11 countries in Europe, North America, APAC, and LATAM, with additional markets launching this year. This enables clients to activate audiences and measure performance using the industry's most comprehensive global sales data.'

The group is on the web at www.niq.com .