We speak to Dörthe Jans, Director of Audience Data at YouGov, about her role and how using survey-based data can bridge campaign planning and execution to deliver a single-view for audience targeting across digital display, video and social channels.
Hi Dörthe, tell us more about your role at YouGov.
I am responsible for developing YouGov's global audience data proposition, working directly with our existing agency and tech partners, Eyeota being one of them, and exploring new partnerships.
YouGov is known as one of the world’s leading market-research businesses, can you share more information on the YouGov business?
With a proprietary panel of almost 10 million people globally, YouGov has one of the world’s largest research networks, providing a continuous stream of accurate data and insights. This data is used to fuel YouGov’s huge existing taxonomy, that feeds into our data products, Profiles and BrandIndex, and can be further expanded by connecting bespoke surveys to fit each client’s individual needs. We combine this continuous stream of data with our research expertise to provide insights that enable intelligent decision-making and informed conversations.
Why have you chosen to partner with Eyeota?
Eyeota was our first partner for our Audience Data proposition back in 2015. Together, we have had tremendous success in the US, UK and Germany, and are excited about the expansion of our global capability footprint earlier this year into France, Indonesia, Malaysia, Thailand, Singapore, Hong Kong and Australia. The partnership with Eyeota enables us to generate additional value beyond insights for our clients and make our data useable for digital audience targeting. We know a lot about our panelists, which is an incredible resource to generate insights for planning purposes. Eyeota has the ability to turn our highly accurate panel data into segments for advertisers to target, generating reach while not sacrificing accuracy. Bringing our two areas of expertise and data sets together creates a powerful resource for brands and agencies, enabling them to use one single audience definition from planning through to execution.
How are YouGov audiences relevant for advertisers?
With our combined data and technology, YouGov and Eyeota offer advertisers and their agencies a crucial bridge between planning and execution that ultimately delivers better business outcomes. Using research-based audiences for targeting enables advertisers to create audiences that would have not been possible before.
How should advertisers best use YouGov audience solutions?
In many cases planning and execution are still done using multiple data sources, which often leads to waste when media target groups are a lot broader or very different from the initially planned audiences. Campaigns on social media are not the exception and should generally not be viewed in isolation from the rest of a campaign or marketing strategy. The single audience view that YouGov provides supports truly integrated campaign planning.
For example, an advertiser can build an audience in YouGov Profiles and analyze them in full depth and breadth to really get to know the relevant audiences. These pre-defined audiences can then be pushed into the digital ecosystem via our partners like Eyeota for targeting. Translating a marketing target group into a media target group becomes a simple process and no granularity from the planning phase is lost throughout the workflow as the same audience definition can be used for display, video and social.
What are your data predictions for 2021?
The current situation makes it hard to predict any trends for the coming months or year. If the current crisis has made one thing apparent it's that consumer habits can change extremely quickly. But the fact “The only constant in life is change” has been true for centuries, but nowadays change happens much quicker, not only with a global pandemic. This makes data and insights about consumers in general more needed and more valuable than ever.
Additionally, increased awareness and governmental attention to privacy will change the way advertisers utilize data and forces us to re-consider old approaches. The end of the 3rd party cookie is currently forcing us to find new ways of identification that will eventually not only benefit consumers but ideally also our industry by providing more structured and accurate solutions. These are exciting times for advertisers and data- and technology providers.
With Eyeota, YouGov Audiences are available in Australia, Germany, France, Hong Kong, Indonesia, Malaysia, Thailand, Singapore, UK and the US for digital campaign activation on display, video and social channels including Facebook, Instagram, Twitter, Pinterest and Snapchat. For more information about YouGov, connect with an audience specialist today at datadesk@eyeota.com.
