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 CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

The politics of branding

There have been some real doozies lately. I’m speaking of campaigns where brands have dipped their toe in - or jump straight into the deep end – of the political spectrum, aligning with social causes that seem to be the flavour of the day.

Paul Chappell

Partner and managing director, Brand + Story

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Thanks for helping me putting those threads of thoughts together. Simplification and connection - neat idea.

Mark Bayly

Tips from IAG on how to craft human-centred design

Read more

The problem with Box is that they made a couple of big mistakes - they first hired a bunch of unprepared kids and gave them big roles and...

Tim Woods

CMO interview: Why Box's marketing chief is rewarding staff for failing

Read more

At this point, being hit hard will also be subject for a detailed study. In honesty, too early to tell but there are precedents to follow...

Sean Lindeman

Australian Government to abolish 457 visa program

Read more

iflix is really a company with great potential. As a young company, iflix has forward-looking insights and able to identify data-driven m...

Serene Chan

How iflix used consumer intent data to gain 1 million subscribers in six months

Read more

Latest Podcast

More podcasts

Sign in