+. Partnership. Audience Insight. Targeting Opportunities. Combining the reach of Microsoft Advertising with the in-depth audience insight of Experian . Enriching Microsoft Advertising’s user database with Experian’s massive offline dataset.
Combining the reach of Microsoft Advertising with the in-depth audience insight of Experian.
Enriching Microsoft Advertising’s user database with Experian’s massive offline dataset.
Go beyond standard demographic attributes with insights such as:
Dive deeper and sharpen your focus with socio-demographic characteristics.
Use Mosaic profiling to precisely target your core audience
LIFESTAGE – New Families
TRAVEL – Family Holidays
GROUP G: CAREERS AND KIDS
Families with Young Children where both parents are likely to earn solid incomes providing for a comfortable modern home
TYPE G33: MILITARY DEPENDANTS
Servicemen and their families renting quarters from the Ministry of Defence
GROUP B: PROFESSIONAL REWARDS
Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes
TYPE G31: DOMESTIC COMFORT
Families with high incomes derived from managerial positions and considerable property wealth in their suburban detached houses
GROUP F: SUBURBAN MINDSETS
Maturing families on mid-range incomes living a moderate lifestyle in suburban semis
TYPE J43: STREETWISE KIDS
Large young families with many single parents, often unemployed and claiming benefits, living on deprived council estates
How can we provide advanced online targeting while preserving the anonymity of the consumer?
Experian overlays data with its own categories such as Mosaic
Experian securely receives Windows Live data from Microsoft
Categories are securely and anonymously returned to Microsoft
ADVANCED TARGETING DRIVES BRAND AWERENESS
57% increase in positive purchase responses.
Microsoft Advertising was able to connect Direct Line with the robust audience targeting they were looking for using Experian’s ‘Addressable Advertising’ solution – a combination of Experian’s rich consumer data and analytical expertise and Microsoft Advertising’s quality inventory and scale.
Focusing on its home insurance offering, Direct Line wanted to identify and target their ideal audience online. The aim of the campaign was to increase their brand awareness, drive positive brand perception, and increase consumer awareness that Direct Line products are not available through price comparison websites.
Target consumers by Life Stage across the Microsoft network of sites.
Target consumers by Gross Family Income scores) across the Microsoft network of sites.
Target consumers by Educationacross the Microsoft network of sites.
Young Digitals are free spirits with free time and great affinity for the digital world
This Group studies, works part-time, is in training or unemployed, living in small apartments in the large cities
Urban Balancers are under 40, with lower income and education, living in the middle of cities in Western Netherlands
This Group often has roots outside the country
Starting Together works blue-collar jobs and lives in terraced homes in mid-sized municipalities
They often have 1-2 children and live simply, entertained mostly by TV and radio
Good Life City is highly educated with a solid career or advanced studies, and is living the free life before the arrival of children
They go on adventurous vacations in far-flung places like South Africa
Average Family Homeowners are at the heart of solidly middle-class family life, living in their own homes with growing children under 12
Their fun is practical and focused on the family, and their kids are busy with activities like martial arts
Kids and Career is a group in a constant tug-of-war between work and home. They live for the weekend, when they can relax
They are ambitious, earn good incomes and have solid credit histories
Social Tenants are middle-aged with older children, renting a simple apartment in a less expensive suburb
They are often poorly educated, with low income and simple lives
Middle Class Contentment is a group approaching retirement, with a tidy home and close ties to extended family and friends
They live mainly in small-scale communities and live carefully, without excess
Freedom and Space consists of families with young children living in spacious suburbs
They have average to good incomes, and often work in construction, or in managerial roles
Golden Edge is affluent and lives in spacious homes in expensive neighborhoods
They love golf and foreign travel, and typically have a passion for finance and investing
Upper Class Elite is typically among the highest social class in the country. Well educated and wealthy, they enjoy the best of life
They buy keep champagne in the fridge, holiday in Italy in the summer and ski in Switzerland in the winter
Country Life is usually native Dutch, and enjoys life in pleasant homes in the open countryside
They enjoy traditional life, while reveling in the peace of their natural surroundings
Well-Earned Comfort is a group enjoying an easy retirement from highly trained careers thanks to substantial savings
They are married, and with their work life behind them, they relax, indulge in hobbies and visit their grandchildren
Greying Simplicity is a group of retirees are living simply and soberly, enjoying quiet activities
They have below average income and low education levels, and often live alone