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Eyeota partners with NRI in Japan to enhance audience targeting

Eyeota, the audience data platform, has integrated with Nomura Research Institute, Ltd. (NRI), a provider of consulting services and systems solutions, that will allow it to offer NRI’s extensive local consumer data to brands, agencies and media buyers to refine their campaign strategies.

Accessed through the Eyeota Data Marketplace, NRI’s data segments covering Sociodemographic and Intent categories, including Sociodemographic Profiles, Demographic, Lifestyle and House Renovation Demand data, are now available for brands as they optimize campaigns to target consumers in Japan. Marketers can use the data to enrich customer profiles and conduct a wide variety of analysis as well as plan local area marketing strategies. NRI’s data is collected through sample questionnaires and surveys of more than 100,000 consumers and its own analytical method is used to align estimation data.

“The need for audience data solutions has grown tremendously in Japan as media planning and buying have taken a more digital approach. According to the Eyeota 2016 Annual Index, Japan experienced the strongest growth in audience data demand in Asia last year, with an annual growth rate of 4.4x year-over-year. By offering our data through the Eyeota marketplace, brands can target and engage with their customers on a more effective scale,” said Hirokazu Takei, Senior Data Scientist of Corporate Innovation Consulting Department of NRI.

As the advertising landscape quickly evolves from a traditional approach to a more automated process, the adoption of programmatic advertising amongst agencies and brands has surged. As a result, conducting business and executing campaigns programmatically have quickly become the way of choice. In fact, Japan showed strong market maturation with more audience data solutions managed locally, according to the Eyeota 2016 Annual Index.

“NRI has a strong background in research and data, and its rich data set offers an in-depth look at the local profiles of consumers in Japan. Adding its data into our marketplace not only enables us to provide brands with another source of trusted and viable local data on Japanese consumers, but also helps to increase the availability of audience data across the region, one of the fastest growing markets for digital marketing and programmatic campaigns. By adding NRI’s data into our extensive database, we can take a greater look at local audience profiles, analyze them and provide better insights into who they are, their interests and preferences at a very granular level,” Mr Takei added.