Eyeota and YouGov expand data partnership into APAC

Eyeota will be announcing today a major expansion of its data partnership with YouGov that will for the first time open up in Asia-Pacific across six new markets.   

It means that Eyeota, which runs a third-party data marketplace and helps data owners build audiences for advertisers, will now be able to do so by activating YouGov data in Indonesia, Malaysia, Thailand, Singapore, Hong Kong and Australia, along with France. The two companies have already been working to bring YouGov data to marketers in the US, UK and Germany since 2016.

"The ability to access audiences across global markets in a consistent fashion is a very rare thing," Marc Fanelli, Eyeota's SVP of strategic partnerships and global data supply, told Campaign Asia-Pacific from his home base in New York. 

Fanelli, the former global data SVP at Axciom and former GM of Merkle's global data solutions group, added "There are very few companies that can match that kind of reach. It is a highly desirable capability for the agency groups and the big multinational brands."

Fanelli added that local buyers will be interested too, since much of YouGov's research involves deep dives into local markets. The onboarding of YouGov data in Indonesia, Malaysia, Australia and Thailand happened in the second half of 2019, while Singapore was added in Q1 of 2020. Only Hong Kong is still in the process of being added. 

With a proprietary panel of over 8 million people globally, YouGov's research networks provide a continuous flow of data and insights. It's these consumer insights, not the panelists themselves (who in return for information do not want to be marketed to) that is most valuable to marketers and agency planners. These planners can view YouGov research, then ask Eyeota to use its modelling technology to tailor-make their own privacy-compliant scaled audience for campaigns from Eyeota's pool of data partners extrapolated from YouGov's original audience and insights. 

For example, the firms cite how they worked with an audio brand, overlaying results from a YouGov custom survey with its syndicated data to build new bespoke audiences. They claim it resulted in a 9% increase in brand consideration, a 4% uptick in brand adoption and an 8% rise in recalling core brand attributes among target consumers. 

Added William Ullstein, commercial director at YouGov, “We have had tremendous success in the US, UK and Germany over the years and we are excited about expanding our global capability footprint."