Yougov Plc · LSE:YOU
Yougov — Media Solutions Webinar (June 2025)
29 slides from Yougov's conference presentation, June 2025
Slide 1: Media Solutions Powered by YouGov Shopper
Media Solutions Powered by YouGov Shopper YouGov | June 2025
Slide 2: We measure shoppers' realities
2 We measure shoppers’ realities CONSTANT measurement 8.000 households ys per y da e 5 ar REAL people 36 REAL behaviors
Slide 3: Who we are? What we offer?
3 Who we What we are? offer? ▪ We have our own proprietary ▪ Precise user targeting, DMP technology. ▪ Use of interactive maps, ▪ Thanks to advanced ▪ Engaging formats, technology, we provide user data for programmatic and ▪ Quizzes and opinion surveys. traditional display campaigns. ▪ We produce on
Slide 4: YouGov Shopper Media Solutions
YouGov Shopper Media Solutions
Slide 5: Household level real shopping behaviours linked with media usage
8 Know what the world: thinks, wants and buys Campaign Contact HOUSHOLD LEVEL REAL SHOPPING BEHAVIOURS LINKED WITH MEDIA USAGE Opinions & Attitudes Purchase Behaviour
Slide 6: Shopping behaviours… that means:
9 SHOPPING BEHAVIOURS… THAT MEANS : CATEGORY buyers COMPETITORS buyers HEAVY BRAND buyers buyers SEGMENTS …
Slide 7: YouGov Shopper Media Solutions: Identify, Activate, Evaluate
10 YouGov Shopper Media Solutions YouGov Shopper Media Solutions Identify Activate Evaluate Understanding Targeting effectively Evaluation of target groups, the audience of marketing activities market dynamics & you need media usage
Slide 8: YouGov Shopper Media Solutions
11 YouGov Shopper Media Solutions YouGov Shopper Media Solutions Identify Activate Evaluate Penetration Growth Shopper Audience Shopper Driver Media Activation Touchpoints Media Portrait Data Enrichment A/B Tests & Hybrid Modelings
Slide 9: YouGov Shopper Media Solutions
16 YouGov Shopper Media Solutions YouGov Shopper Media Solutions Identify Activate Evaluate Penetration Growth Shopper Audience Shopper Driver Media Activation Touchpoints Media Portrait Data Enrichment A/B Tests & Hybrid Modelings
Slide 10: Shopper Audience Activation & Data Enrichment
17 YouGov Shopper Media Solutions Shopper Audience Activation & Data Enrichment
Slide 11: Shopper Audience Activation
18 YouGov Shopper Media Solutions Shopper Audience Activation
Slide 12: Shopper Audience Activation
19 19 YouGov Shopper Media Solutions Shopper Audience Activation YouGov Shopper ID provider DSPs Publisher consented panellists IDs audience extrapolation (Demand Side Platforms) from the given segment (look-a-like modelling)
Slide 13: Data Enrichment On Request
20 YouGov Shopper Media Solutions Shopper Audience Activation DEPENDING ON BUSINESS GOALS: 1 2 3 Data On Request Predefined Enrichment Segments Client’s 1st PD enriched by YG The target group defined according Segment available on Shopper panellist features like: to business needs: DV360 soc-dem, pr
Slide 14: Available predefined segments for Adform, DV360
21 YouGov Shopper Media Solutions Shopper Audience Activation AVAILABLE PREDEFINED SEGMENTS for Adform, DV 360 (as of Jun 2025) by YouGov Shopper BASKET CATEGORY 1. COSMETICS CARE > COSMETICS 2. COSMETICS CARE > BABY COSMETICS YOUR 3. COSMETICS CARE > SKIN CARE 4. SOFT DRINKS > CARB SOFT DRINKS - CO
Slide 15: TV planning & buying based on shopping criteria
23 YouGov Shopper Media Solutions TV PLANNING & BUYING BASED ON SHOPPING CRITERIA TV audience measurement & HH shopping behaviours Amethyst TV PLANNING & BUYING PROCESS BASED ON MEDIA PLANNING ACCORDING AMETHYST TARGET GROUPS TO BUSINESS GOALS
Slide 16: YouGov Shopper Media Solutions
24 YouGov Shopper Media Solutions Identify Activate Evaluate Penetration Growth Shopper Audience Shopper Driver Media Activation Touchpoints Media Portrait Data Enrichment A/B Tests & Hybrid Modelings
Slide 17: Hybrid Mix Modeling
25 Hybrid Mix Modeling
Slide 18: Hybrid Mix Modeling
26 YouGov Shopper Media Solutions Hybrid Mix Modeling WEEKLY & HOUSEHOLD level sales data i.e. 260 000 DATA POINTS (for 2 500 HH segment)
Slide 19: Hybrid Mix Modeling
27 YouGov Shopper Media Solutions Hybrid Mix Modeling HIGHER ACCURACY UNIQUE OUTPUT 1 2 3 4 5 Sales Impact per KPIs by requested KPIs by campaign AND NEW buyers share (1000) Impressions target group* touchpoints total period … + standard modeling KPIs like: sales uplift , ROI, sales contribution *)
Slide 20: A/B Tests
1uGOV Yot A/B Tests
Slide 21: GEO test (online)
29 YouGov Shopper Media Solutions GEO test (online) AREA 1. AREA 2 . consumers targeted in no online the online campaign communication ▪ Sales uplift comparison between exposed / non exposed groups ▪ Analysis conducted based on household level real shopping behavioural data
Slide 22: EXPOSURE test (online)
30 YouGov Shopper Media Solutions EXPOSURE test (online) PANELIST EXPOSED NON EXPOSED PURCHASE 001. 002. 003. 004. 005. 006. … 999. ▪ Sales uplift comparison between exposed / non exposed groups ▪ Analysis conducted based on household level real shopping behavioural data ▪ Analysis recommended for D
Slide 23: Shopper Touchpoints
31 Shopper Touchpoints
Slide 24: Shopper Touchpoints
32 YouGov Shopper Media Solutions Shopper Touchpoints right people campaign touchpoint Integration with are asked are measured purchase data & behaviours ▪ Survey sent automatically ▪ Panellists are asked if they ▪ Touchpoint contact data are within 48 hours after were contacted by the linked with s
Slide 25: Shopper Touchpoints
33 YouGov Shopper Media Solutions Shopper Touchpoints Touchpoint Reach Touchpoint Shopper Value Switching Analysis (descriptive) (descriptive) (purchase chain: optional) What touchpoints are recalled What shoppers are reached by How do the touchpoints impact by the shopper? the different touchpoints
Slide 26: YouGov Shopper Media Solutions
35 YouGov Shopper Media Solutions Identify Activate Evaluate Penetration Growth Shopper Audience Shopper Driver Media Activation Touchpoints Media Portrait Data Enrichment A/B Tests & Hybrid Modelings + customer-specific ad hoc solutions across all subject areas (incl ad/creative testing)
Slide 27: YouGov Shopper Media Solutions
36 YouGov Shopper Media Solutions real purchase data & household level re-contact study tailored made projects
Slide 28: Household level real shopping behaviours linked with media usage
Know what the world: thinks, wants and buys Campaign Contact HOUSHOLD LEVEL REAL SHOPPING BEHAVIOURS LINKED WITH MEDIA USAGE Opinions & Attitudes Purchase Behaviour
Slide 29: Dziękujemy!
38 Dziękujemy ! Rafał Janek | YouGov Shopper Media Solutions Lead rafal.janek@yougov.com Tomasz Szachewicz | Data Exchanger Head of Data Management Platform tomasz.szachewicz@dataexchanger.pl