Audience technology platform Eyeota has partnered with DBM Atlas, the largest financial services research agency in Australia.
DBM Atlas, owned by DBM Consultants, contains 300,000 behaviour profiles of Australian financial services customers and is the only database that is validated against APRA, ASIC, ATO, RBA and ABS data.
And 62,000 retail customer surveys each year and are used by more than 50 Australian financial services brands to help grow market share through understanding the attitudes, behaviours and intentions of financial services customers.
Through this partnership, advertisers can now tap into a multitude of DBM Atlas’ finance audiences.
This includes a wide range of financial services categories such as home loans, personal loans, credit cards, private health insurance, superannuation, wealth products and more.
In each category, advertisers can access audiences who own specific financial products, intend to open new accounts or intend to switch to different services.
DBM Consultants executive chairman Chris Riquier says the partnership will bring a "new era" of success for financial advertisers.
"The availability of a dataset as comprehensive and as accurate as DBM Atlas in this format is a first for Australian financial advertisers and we are excited to see how much the participating brands can achieve," Riquier says.
According to Eyeota’s Eye On: Finance report, Australian financial advertisers showed strong demand for finance intent audiences, allocating 26% of their audience budget to intent segments as compared to 14% globally.
“We are excited to work with DBM Atlas to strengthen our audience marketplace with quality financial customer profiles,” Eyeota business development director Jimmy Aoun says.
“This partnership provides marketers with access to scalable audiences at an unparalleled level, including credit card holders, consumers intending to switch car insurance, those intending to open foreign currency accounts, and much more.”
DBM Atlas’ audience segments are available in the Eyeota Audience Marketplace and can be activated through the Eyeota Data Desk.
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