Kantar Media enhances TGI Clickstream study with metered mobile data to enable improved digital media planning and selling
Kantar Media has made a fundamental enhancement to its unique TGI Clickstream study with the addition of metered consumer mobile behaviour, enabling better planning and selling amongst all players in the digital media marketplace. The new measurement means TGI Clickstream - first launched in 2012 and with over 60 prominent agency and media owner subscribers in Britain - now covers metered online activity across mobile devices (including tablets) as well as desktops and laptops, alongside in-depth consumer offline and online behaviour.
This enables communications agencies and advertisers to enhance their digital strategy by evaluating the most effective online inventory - whether on website, mobile site or app - to reach their target. At the same time, media owners can maximise the value of their inventory by demonstrating clear synergies between target groups and their own online audiences across devices.
Alex Kuhnel, COO, Consumer Intelligence, Kantar Media, comments “We exist to optimise the efficiency and effectiveness of the advertising marketplace. The importance of mobile in advertising has skyrocketed in recent years and there has never been a greater need for a solution which enables a real understanding of the digital – computer & mobile device – behaviour of any consumer target. I am delighted that a number of key media industry players have already invested in this enhanced study”.
TGI Clickstream represents an integral part of Kantar Media’s range of solutions to better inform all stages of the advertising campaign, supplying intelligence that makes a critical difference in the increasingly data-driven trading of inventory.
TGI Clickstream measures visits to 1,000 web domains and sub-domains, as well as 300 mobile (smartphone and tablet) sites and 300 (smartphone and tablet) apps. This is alongside consumer offline consumer behaviour including the use of 4,000 brands across 600 product areas, 300 attitudes, motivations, leisure activities and media consumption.