Mi9 has partnered with marketing analytics firm Experian Marketing Services to develop a comprehensive inventory of online audience data.
The new digital tool, called Mosaic, will allow advertisers and agencies to segment audience data based on household income, kids in household, life stages and 47 segments using over 200 data sets.
Mosaic has combined Mi9's online data with Experian's offline consumer marketing database.
Mi9 chief executive Mark Britt said the partnership and the development of Mosaic was a “milestone” and will “fundamentally change” the landscape.
Mi9 managing director of Data and Services Richard McLaren said: “This is the next evolution of data-based marketing, taking large sets of offline intelligence and using that to effectively reach consumers, online.
“Advertisers who are experienced with offline socio-economic segmentation can now bring that online, to extend the reach of their campaigns across digital. This is moving behind the traditional cookie-based targeting to meaningful socio-economic, specifically targeted demographic data."
Experian Marketing Services general manager Matt Glasner said: “In order to cut through the clutter, marketers need to connect with their offline and online customers in a more meaningful way. The deeper the understanding of your target market and customer, the richer the results.
“Experian collaborated with Mi9 to develop a tailored solution that will offer businesses the ability to refine their advertising messages to reach the right audience at the right time.”
Additionally, Mi9 will represent Skype advertising in Australia. Microsoft purchased Skype last year in a global deal worth US$8.5 billion. Advertising units on Skype include PC ads, Windows 8 ads and mobile ads.
Mi9 managing director Matt James said: “Skype is a uniquely uncluttered environment that offers advertisers access to more than 4.8 million active Australian users who are spending more time with Skype.
“This is an environment where consumers spend a lot of quality time with the social connections they trust most – and now we're letting advertisers be a part of that relationship.”
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