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Shopper Media Solutions

YouGov shopper audience data empowers brand and marketing managers, media agencies, and retailers to make smarter decisions tailored to specific target groups – from planning and activation to campaign evaluation.

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Elevate your media strategy

Connect media exposure to real purchase behavior with shopper insights:

  • Create precise, addressable audiences
  • Optimize media planning with real shopper behavior
  • Understand how the media consumption of different shoppers / target groups differs
  • Measure the true impact of your media campaigns on sales

Available in Germany, Italy, Poland, Belgium, and the Netherlands.  

Unlock your competitive advantage

Identify

Know your audience, market, and media

Activate

Target smarter, waste less

Evaluate

Measure impact, optimize continuously

Shopper Audience Activation

Activate purchased-based audiences with shopper data to improve campaigns.

FMCG shopper audiences: Reach your ideal consumers with precision.

Discover advanced consumer segment activation using real, continuously measured shopper behavior data. Integrated with top DSPs, our addressable audiences help you target better spend smarter, and drive results.

Turn shopper insights into action:

  • Reach segments based on real purchase data.
  • Define target audiences by business goals – like market penetration or purchase frequency.
  • Boost targeting accuracy and efficiency through smarter activation.

Ready to elevate your campaigns?

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Media Portrait

Optimize your media strategy with a 360° view of shopper media habits.

Define key target audiences and uncover how they engage with media – from TV and to podcasts and social. Analyze behavior by brand, category, or shopper type to refine your strategy.

Get smarter about media:

  • Identify when and where audiences engage.
  • Compare users, non-users, and switchers.
  • Tailor messaging and media mix to each shopper group.

Turn shopper insights into action.

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Hybrid Mix Modelling

Evaluate the real sales impact of your media campaigns.

Go beyond traditional MMM with a hybrid approach that uses real purchase data, target group insights, and integrates third-party sources. Measure effectiveness, simulate scenarios, and optimize your media budget across channels.

Unlike standard MMM, our model includes real household purchase data and a target group lens for deeper shopper understanding.

Smarter media investment starts here:

  • Quantify the sales impact of media across shopper households.
  • Understand contribution by audience segment.
  • Simulate budget scenarios for better ROI.
  • Integrate third-party data as needed.

Evaluate what really drives results.

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Why YouGov?

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Unilever
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"This essential information helps us deepen our existing relationships with retailers and to build new ones. Crucially, it helps us stay close to the shoppers who buy our tomatoes, sweet peppers and cucumbers."

Colin Lansbergen

View case study

Explore our connected data solutions

Audience data

Meet objectives with addressable audiences available for ad targeting.

Why2Buy

Uncover the motivations and barriers behind FMCG purchases to effectively reach shoppers.