Readership measurement specialist Emma (Enhanced Media Metrics Australia) has launched a geo-targeting tool for local-area media planning as the service continues to expand its offer in a bid to secure subscribers.
The new tool sees Emma data fused into RDA Research’s geoTribes Explorer database enabling the generation of audience profiles at local area level, including side-by-side comparison of locations, location ranking by spending potential and market coverage analysis.
Emma has also announced a range of other services including the survey offering more usage and purchase information for key brands within product categories such as travel, airlines, automotive, food and health
Consumer purchase information based on the Household Expenditure Survey conducted by the Australian Bureau of Statistics will also be fused with the Emma database.
Emma has also announced a Health Care and Insurance Australia survey, which provides information on health insurance among Australians, including use of private health insurance.
Completing the new services being offered by Emma is the launch of the Ipsos Food and Health Report, an annual survey of 3,000 Australians, which provides information on the changing mindset, preferences and behaviour of consumers in relation to food and healthy eating.
Ipsos MediaCT managing director Simon Wake said: “These innovations give our subscribers even greater ability to develop the best in-depth consumer profiles when planning their campaigns.
“From Emma’s inception, we promised to collaborate with industry to deliver continuous improvement. Our product roadmap is based on this premise and this is another significant milestone in Emma’s development. There will be further innovations announced in the coming months, which will ensure Emma provides a superior, modern product,” he said.
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