MiQ has expanded its Sigma advertising technology in Australia and other markets, adding new planning and measurement tools to the platform.
The latest version is now available in Australia and 18 countries. Since launching a year ago, the platform has been used in more than 40,000 campaigns for over 2,300 advertisers.
The expansion includes two new products for the Australian market: Browsing Intelligence and Sigma Total Measurement. Browsing Intelligence is intended to help advertisers identify and reach consumers during the consideration stage, while Sigma Total Measurement is designed to show how different media channels contribute across the consumer journey.
Sigma Total Measurement allows users to assess where spending is having a combined effect across channels and where budgets can be shifted. MiQ said the focus is on long-term sales growth rather than only short-term media metrics.
MiQ has also increased the size of Sigma's underlying data spine to more than 600 feeds and 2.5 petabytes of information. The data comes from providers including Circana, TitanOS and Evertune, and MiQ has expanded AI architecture integrations with Databricks.
In Australia, Sigma also draws on partnerships with OzTAM, Lifesight, Samba, Creatalytics and Google. MiQ said those partnerships support its effort to build a broader view of consumer behaviour across video, social, commerce and other digital environments.
Performance claims
MiQ said testing found Sigma campaigns returned $2.22 in value for every $1 spent, compared with standard programmatic campaign setups. It said that value was measured through incremental reach, higher conversions and improved cost per acquisition in A/B tests.
MiQ also said Sigma helps campaign teams make more frequent adjustments during live activity. According to the company, the system turns data signals into decisions across 16 open web and walled garden media environments, including Google and YouTube.
John Goulding, Global Chief Strategy Officer at MiQ, said the product was built to address a growing divide in advertisers' ability to use fragmented data.
“As consumers move across video, social, commerce and emerging AI chat platforms, the challenge for marketers has shifted.
“The gap between those who can and cannot turn signals into real-time decisions is widening fast. Sigma was built to close that gap,” Goulding said.
ANZ focus
Fiona Roberts, Managing Director, ANZ, said the latest changes were particularly relevant for advertisers in Australia and New Zealand as media consumption continues to fragment across channels and formats.
“Fragmentation isn't getting easier for marketers, and that's exactly why the continued expansion of Sigma capabilities is important for the Australian and New Zealand markets. MiQ, along with our clients, has seen firsthand what happens when data, decisioning and activation come together in one system, and these new capabilities take that another step further. By placing these tools in the hands of our clients, they are now able to plan faster, measure more completely and reinvest with confidence across the full consumer journey,” Roberts said.
MiQ said consumers now move through more than 2,500 digital interactions a day, creating a more complex environment for media planning and measurement. It argued that advertisers need systems that can interpret signals continuously, identify patterns and adjust activity in real time.
Brian Stempeck, Chief Executive Officer and Co-Founder of Evertune, said the value of AI search visibility data increases when it is linked with other forms of consumer information and connected to campaign execution.
“AI search visibility data is only as valuable as what you do with it. When that signal is combined in real time with what consumers are watching and buying, and then connected directly to planning and activation, it stops being a research exercise and starts driving real decisions. That's exactly what the Sigma integration makes possible,” Stempeck said.
MiQ also said Sigma's rollout now covers all of its operating regions worldwide, with the current update live immediately in Australia and 18 countries globally.
“Something powerful happened when we brought data and decisioning together in a single AI-powered system,” Goulding said.
“With Sigma, our traders have been making twice as many optimisations as before, and that speed has directly improved campaign performance. Gains like that usually come from better technology or having more time. Sigma delivers both,” he said.