Utilize advanced television audience measurement and analytics
With Audience IQ, Experian offers unprecedented insight into your target television
audience, significantly improving the efficiency of your TV advertising buys and driving
higher return on your overall advertising investment.
Broad and actionable information
Unlike traditional television audience profiles that only utilize broad consumer
characteristics and demographics, Audience IQ provides detailed, actionable insight
based upon multiple data sources. This includes Experian, third party and a marketer’s
own unique data — all combined to create the best consumer insight possible.
While Audience IQ offers the flexibility to work with any data, some of the compelling,
standardized Experian data elements available include:
— Demographic and interest data elements
With Audience IQ, advertisers can identify and understand their target audience
through a variety of techniques, both before and after an advertising campaign is
Audience matching Identify the direct overlap between your
subscribers and an advertiser’s target audience. Isolate key demographic variables
and then profile audiences at the DMA, zone or ZIP CodeTM level
Segmentation analysis Identify the activity and characteristics
of each target segment to understand your customers and prospects with precision
Addressable campaign management Detailed reporting that
drives the intricate tactical planning, setup and execution of addressable TV campaigns
Campaign response analysis Assess which advertisements are
driving purchases by matching transactional sales data to media exposure
Attribution analysis Identify the financial impact of each
advertising medium and message by linking viewing behavior to specific promotions
Using these measurement techniques, marketers can target those audience segments
that offer the greatest ROI potential.
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