Access to online behavior via Crossmedia Visualizer also enabled
London 17th November, 2016 – GfK is releasing a portfolio of financial segments from its industry-leading Financial Research Survey (FRS). The segments are being made directly available to advertisers through Eyeota on its platform partners. This is the first time the global market research organization has shared its long-running market measurement study in this way, making it available for programmatic data activation and digital advertising.
The segments include:
- Financial Product Ownership (different types of credit card, current account, insurance, mortgage, loan, pension ownership)
- Financial Status (value of personal assets, liability, savings, loans)
- Financial Behavior (switchers, loyals, borrowers, online access, branch access)
Alessandro De Zanche, Global Product Lead – Data Activation at GfK says: “The FRS is used by the major financial services players and regulatory bodies to track market size and structure, customer segmentation, channel optimization and customer value. Now advertisers and media buyers in the UK will have direct access to segments built from the study of financial consumer activity and characteristics. This allows brands to target specific audiences for online advertising based on financial criteria, and this is of interest not only for the financial services industry.
Kevin Tan, CEO of Eyeota says: “Through GfK’s unique pre-defined segments, agencies and advertisers will benefit from an in-depth view of all kinds of offline and online consumer activity within sectors including mortgages, insurance, credit cards, borrowing and saving. This is hugely valuable insight and we are convinced it will help advertisers improve the return on investment of their campaigns.”
Established in 1977, GfK FRS is the definitive research study for the retail financial services market in Britain. The rich product ownership and use information combined with detailed demographic information provides a complete view of individuals’ financial holdings and behavior.
The audience data segments will be available to advertisers via Eyeota across the following platforms: Adform, AOL, AppNexus, Audience Science, DataXu, Google DoubleClick, IgnitionOne, Krux, MediaMath, RadiumOne, RocketFuel, Turn, The Trade Desk, TubeMogul and Videology.
Financial segments now available on Crossmedia Visualizer
In addition to the launch of financial segments for activation purposes, marketing professionals will benefit from an insights tool being launched by GfK in parallel. Financial profiling data is now available to marketers on GfK’s Crossmedia Visualizer, providing insight into consumers’ online activities. The intelligence paints a picture of how financial customers behave online within the category and beyond, enabling marketers to target them more effectively.
4,000 panel members answered a selection of financial profiling questions from our industry-leading FRS survey. Now available on Crossmedia Visualizer, we have insight into products and brands currently owned, as well as intention to purchase in the next 12 months. Data spans current accounts, mortgages, credit cards, loans, savings, investments, pensions, insurance and loyalty cards. Online behavior includes top websites and apps used and entry and exit points for financial sites.
The Crossmedia Visualizer platform provides a complete view of consumers’ online media behavior. Marketers and researchers can analyse content consumption across online devices and platforms for a target audience. Other data sources can be integrated into the platform to build more detailed profiles.
