Fairfax partners with TEGA to better leverage data and boost audience targeting

The partnership will see Fairfax Media use consumer and audience data to deliver more targeted advertising solutions

Fairfax Media announced an exclusive partnership with entertainment and live events data analytics group, TEG Analytics (TEGA), to better leverage consumer and audience data in order to boost targeting capabilities for advertisers.

The partnership with Fairfax Media is the first time TEGA data has been available to advertisers in the Australian market and combines Fairfax Data and Audience's audience data with TEGA’s consumer data. TEGA is the parent company of Ticketek, which boasts of more than 12 million members.

According to Fairfax Media's commercial and marketing services director, Tom Armstrong, the partnership is set to allow advertisers to connect with Fairfax's large digital audience of 11.6 million Australians each month through greater levels of personalisation and targeted messaging based on consumer interests and purchase intent.

“The partnership with TEG Analytics secures valuable data that enhances Fairfax Media’s targeting capabilities through a deeper understanding of our audience’s purchasing habits and provides access to data that gives us unprecedented insights into consumer behaviour,” he said. “This partnership demonstrates our ongoing commitment to broadening our data offering to deliver even more effective marketing campaigns for advertisers.”

The partnership is also set to see advertisers access to benefits such as more psychographic data, boosted cross-device capabilities and tailored segments created from nimble data collected through custom surveys.

“As one of the largest media networks in the country, with a company-wide approach to the strategic importance of audience data, Fairfax Media is an ideal partner for driving value across programmatic, audience insights and data-driven content production," TEGA's general manager, Andrew Reid, added.

Ticketek has been investing heavily in building its audience analytics capabilities, rolling out a data management platform last October as a way of improving customer segmentation and insight.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 things marketers need to do to get better in buy in when presenting

Presentations are a marketer’s best friend. They can be a concise, targeted and effective form of communication with the potential to make a real impact on your audience.

Emma Bannister

Founder and CEO, Presentation Studio

How to overcome negative habitual thinking

One of the greatest challenges facing senior leaders today is what’s going on in their own head.

Lisa Stephenson

Author, success coach, consultant

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

haters gonna hate

David Bentley

The purpose of purpose - Brand science - CMO Australia

Read more

Social Media is platform where people get connected to each other from the world and share their views and thoughts on any product. Socia...

Tejas Potfode

6 Ways to ramp up Social Media to Your Web Design

Read more

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

Latest Podcast

More podcasts

Sign in