Digital advertising platform Azerion has partnered with consumer intelligence company Starcount to incorporate spending transaction data into its advertising technology, with the combined capabilities already deployed in a campaign for household appliance brand AEG.
The collaboration brings Starcount’s analysis of purchasing behaviour and consumer interests into Azerion’s data management platform, allowing advertisers to develop audience segments based on spending patterns, lifestyle characteristics and geographical information.
Advertising agencies will be able to use those segments across Azerion’s media network, including display advertising, online video, digital audio, connected television, gaming and digital out-of-home screens.
Starcount specialises in combining transaction-derived information with behavioural and interest signals. Its technology is designed to identify groups of consumers whose purchasing activities indicate an interest in particular products or services.
Azerion intends to translate that analysis into postcode-level audience information, allowing advertisers to plan campaigns around spending behaviour and consumer characteristics within particular geographical areas.
The companies have already used their combined capabilities for AEG’s It’s Your Haus campaign, developed and executed by media agency Zenith. The activity forms part of the appliance manufacturer’s wider investment in marketing its premium household products.
The campaign uses digital out-of-home advertising to reach audiences identified through different purchasing interests and circumstances. Those include consumers improving their homes, people who have recently moved property and urban households interested in contemporary home design.
The approach allows the advertising strategy to distinguish between audiences that may all be interested in household appliances but have different reasons for considering a purchase. A recent home move, for example, can create different immediate requirements from a longer-term renovation project.
Kate Chafer, media and planning lead for the UK and Ireland at AEG parent company Electrolux, said the partnership had allowed the brand to make greater use of actual spending behaviour when determining which audiences to reach.
The companies also intend to measure campaign performance using changes in brand searches and spending activity following advertising exposure. Those measures could provide advertisers with information beyond conventional indicators such as impressions, clicks and video views.
However, a change in spending following advertising exposure does not necessarily demonstrate that the advertising caused every additional purchase. Measuring the incremental commercial effect requires an appropriate comparison against purchasing behaviour that would otherwise have occurred.
Azerion and Starcount have not published independently verified sales uplift, customer acquisition costs or return-on-investment figures for the AEG campaign. The deployment demonstrates how the combined technology has been used, rather than establishing a quantified improvement in advertising performance.
The partnership also introduces considerations around the use of transaction-derived information in advertising. The companies describe the resulting intelligence as postcode-level audience data, but have not detailed the underlying data-sharing arrangements, the size of the datasets involved or the specific methods used to construct consumer segments.
For agencies managing campaigns across several media channels, the proposed benefit is a closer relationship between audience planning and advertising delivery. Purchasing and behavioural information can be incorporated into the selection of media environments rather than remaining separate from the process of buying advertising inventory.
Azerion’s agreement with Starcount expands the audience intelligence available through its advertising platform. Its deployment for AEG provides an initial commercial example, with further campaigns needed to establish how the approach performs across different brands, product categories and advertising environments.
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