By: Dörthe Jans, Director of Audience Data
Can you introduce yourself and your audience solutions?
I’m Dörthe Jans, Director of Audience Data at YouGov, and part of YouGov’s global Activation team that helps brands and their agencies supercharge advertising campaigns with addressable audiences and unique, highly effective media. My role is focused on our Audience partnerships and integrations, including adtech partners, such as Eyeota, but also agencies and brands who are looking to enrich and activate their data with YouGov.
Why have you partnered with Eyeota?
We started our activation journey with Eyeota back in 2015, kicking-off in the US, UK and Germany before then expanded into APAC and France a few years ago. Recently we were able to add Italy, Spain, Canada, Mexico and Brazil and are continuing to grow this into a truly global partnership. The partnership with Eyeota enables us to generate additional value beyond insights for our clients and make our audiences useable for targeting across various addressable channels. Our agency clients in particular see great value in the ability to plan and execute with one and the same data set.
In which markets do you operate?
YouGov data is available in more than 55 countries globally and wherever possible we are matching our panels with Eyeota to enable audience activation in these markets. Currently YouGov & Eyeota audiences are available in: the US, UK, Germany, France, Italy, Spain, India, Indonesia, Malaysia, Thailand, Singapore, Australia, Canada, Mexico and Brazil.
Can you discuss the importance of audience data in today’s digital advertising landscape?
The importance of high quality and consented audience data has grown over the last few years, as privacy regulations got stricter, and the decline of the third-party cookie is forcing the industry to review existing models or targeting and measurement. Many companies have also (re-)discovered the value of their first-party data and are looking to augment this with other data sources that can close some of the gaps in these datasets.
How can businesses leverage data to improve advertising strategies?
YouGov data is often used to close those gaps, whether that is to provide detail on existing customers to help draw a complete picture of their consumer lives or going beyond the current customer base of a brand and looking at prospective or competitor audiences. In the first instance this is often looked at from an insights perspective, however most brands also want to leverage these audiences for activation. With YouGov data, our clients make sure their ad campaigns only reach the right audiences, and ideally can also tailor the campaign (from messaging to tone) according to data-based insights.
Reach out to our Audience Specialists at the Data Desk
