YouGov is adding an audience data function to its YouGov Profiles tool in order to allow media buyers to bridge the gap between insight, planning and activation.
The tool will be used to help power campaigns across display, video, social and connected TV.
Launched a decade ago, YouGov Profiles makes it easier for clients to turn audience planning into media activation. The creation of YouGov Audience Data in 2019 further helped translate an ideal audience into one that can be reached via precisely targeted advertising.
Linking the two tools together comes as part of a string of innovations from the public opinion and data company which includes AI-driven search and data exploration.
YouGov chief product officer Marc Ryan said: “YouGov is committed to having the best quality data available and ensuring that clients have the tools to make use if it easily. Audience Activation is the latest example of this. We are on a mission to use innovative technology to fully unlock the impact of our best-in-kind data.
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“Our focus remains on innovation with more to come including AI-powered features such as search that put even greater power into the hands of our clients.”
The Audience tool has supported more than 15,000 advertising campaigns in the past year, and has been used as a tool by more than 1,000 brands and agencies looking to boost click-through rates and improve return on investment.
YouGov director of audience data Doerthe Jans said: “In the first week of the activation functionality going live, we have had an unprecedented response, piquing the interest of multiple clients across the globe and a host of orders.”
“YouGov Audience Data is a proven solution in the market, having powered tens of thousands of campaigns, since its launch and we look forward to its increasing success.”
