The platform is described as “working on the single source of truth principle, underpinned by consumer behavioural data that provides a full media strategy guidance system, enhances the entire marketing process and improves agency efficiency”.

For Audience Precision clients, Precise360 aims to provide greater audience connection and engagement, attention scores for video, faster campaign builds, integrated metric calculators and a global process.

With smarter media planning as its central tenet, the platform aims to strip out between 20% to 50% media spend wastage for brands. For example, a media strategy developed for a client with regular TV activity yielded 47% savings to deliver the same impact as previous campaigns, while another campaign delivered 11 times higher average reach per spot against its psychographic target audience and 31% higher reach.

Audience Precision global chief executive Haydon Bray said: “I wanted to create something that removed menial tasks, had inbuilt quality control around marketing fundamentals, could operate from anywhere, and used the principles of focused optimisation for a great user experience.

“Audience Precision has built strategy guidance technology that enhances the entire marketing process and optimises it with a strategy lens. We apply a focus on consumer behavioural research that delivers psychographic audiences.

“Then we deep dive into 40,000 datapoints on the behaviour, preferences, beliefs and marketing touchpoints of those audiences, delivering actionable marketing insights. We use those insights to plan and buy media across any digital or offline media channel, delivering higher connection and attention scores, regardless of budget.”