‘Advertisers taking targeted communication to a new level’

Have a pet that will only eat canned food? Finicky about a certain laundry detergent? Advertisers, research agencies and corporates are tracking every step of the purchase decision, using the data to plan advertising spends, target, transact and even measure advertising.

Given the growing content options across devices and platforms, segmenting audiences is crucial, experts point out. Especially, since corporates are upping their ad spends and are eager to reach the right consumer with their product.

“Advertisers are now creating clusters, identifying digital programmes and feeding special messages to consumers. This is the age of targetted communication,” Shashi Sinha, CEO, IPG Mediabrands India told BusinessLine . Sinha said that segmenting audiences by using intelligent data ensures that brands reach the right audience.

Advertising is getting tweaked to work more efficiently and annoy fewer consumers. Increasingly, advertising is getting tracked, with most media agency networks like GroupM, Dentsu Aegis Network, IPG Mediabrands and Publicis Media upping the ante to improve their digital and data capabilities. Recently, IPG Mediabrands, the media management and data arm of Interpublic Group and market research major Nielsen teamed up to give new ballast to corporates advertising money in order to make sure the right set of consumers see their commercials.

The big data

“The idea is to leverage consumers’ viewing and purchasing behaviour in order to enhance targeted advertising and audience measurement capabilities,” said Sinha.

The global deal, which covers India, will have the two companies using data and technology as levers to deliver advertising and media solutions. “The technology integration between us will help deliver more effective decision-making about where and when to engage audiences with content and advertising, and on the specific devices and platforms,” said Sinha.

Technology, the rise of digital business and the increasing connectedness of the world through the IoT has generated exponential growth in the volume of analysable big data.

IPG’s agreement with Nielsen aims to enhance audience discovery, activation and measurement abilities.

The integration will match millions of IPG Mediabrands’ consumer identity graphs with Nielsen’s extensive TV viewing and purchase behaviour insights. The deal aims to help corporates forecast where they might find a particular segment of consumer and gain new traction about consumer patterns and habits.

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