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TEG creates advertising insights platform Doppler

TEG Insights has launched a new data and insights platform, called Doppler, to offer its data set of more than 16 million Australians to advertisers.

Doppler will use research and first-party data to identify audiences using spend, lifestyle, geographic and demographic characteristics to accurately replicate research cohorts in a digital form.

This allows advertisers to target audiences based on motivation, intent, attitude and awareness, along with the usual attributes like age, gender, location and behaviour.

When combined with TEG’s data set of 16 million, these attributes create audience scale appropriate for many advertisers to digitally target across content, social platforms and connected TV.

Andrew Reid, general manager of TEG Insights and TEG Analytics, said Doppler solves several marketing challenges using rich data, predictive analysis and unique customer insights, making it “un-matched as a research to activation solution in Australia.”

He added: “Marketers and brand managers face major challenges in how they accurately identify the characteristics of their consumer market, how they best reach a scalable target audience, and what data they are able to trust to help with these decisions.

“Doppler addresses these challenges with an offering that augments research-derived segments with TEG’s unique single-source, first party data. The advantage to this is that it ensures the accuracy and predictive capabilities of the original segments. In turn, these ‘hygiene’ factors ensure the segment is optimised towards the appropriate market.”

Reid also noted that the quality of data in the research industry has been insufficient, stating that the Australian market research industry has a turnover of more than Aus$1bn, yet “poor sample quality, dubious recruitment methods and slow-paced integration with data analytics” means outcomes and results are being challenged.

Geoff Jones, chief executive of TEG, said: “TEG is uniquely placed in Australia to offer advertisers opportunities to grow their brands and benefit from the explosive growth of live entertainment through the multiple routes TEG offers.

“One of those routes is through TEG Insights, which understands the passions and motivations of adult consumers in the Australian market. Doppler provides marketers the opportunity to flex our unbeatable database to maximise their return on investment.”