Financial advertisers given access to GfK consumer segments

This is the first time the company has shared its market measurement study in this way; it can now be used as programmatic data and in digital advertising.

The segments include financial product ownership, status and behaviours.

Alessandro De Zanche, global product lead – data activation at GfK said: “The FRS is used by the major financial services players and regulatory bodies to track market size and structure, customer segmentation, channel optimisation and customer value.

“Now advertisers and media buyers in the UK will have direct access to segments built from the study of financial consumer activity and characteristics. This allows brands to target specific audiences for online advertising based on financial criteria.”

GfK FRS has been running since 1977. The audience data segments will be available to advertisers via Eyeota across platforms including Adform, AOL, AppNexus, Audience Science, DataXu, Google DoubleClick and Videology. 

GfK is also launching an insights tool Crossmedia Visualizer which shows how financial customers behave online.