MCN has enlisted Mortgage Choice and Maxus to trial a new post-analysis tool for digital campaigns which will offer more detailed audience segmentation by filters including age, gender, postcode and income.
The ID Insights tool, which taps into MCN's ID Targeting data platform, is being trialled by Maxus for Mortgage Choice's Selling Houses Australia multi-screen sponsorship.
MCN national digital sales director Nick Young said the new tool would give brands a deeper understanding of how audiences engaged with a campaign, helping refine future campaigns and deliver greater ROI.
"Currently, campaigns are broken down by site and placement, however, ID Insights means brands can go beyond environment reporting and understand exactly who has engaged with the campaign," he said.
"For example, we'll not only be able to report back on females 25-45 within NSW but break this down further to identify an even more specific age segment, their average income, if they have kids within the household and if they live within Sydney Metro."
Maxus national digital and trading director Ricky Chanana said: "As an industry, we sometimes get too hung up on impressions and clicks, so it’s great to see these emerging statistics from premium publishers which will eventually help to put audience credibility on the map as we move more aggressively into 'in demo' impressions as a currency."
MCN will take launch ID Insights over the coming weeks to key agency partners.
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