Kantar and Pathmatics launch first paid social measurement for mobile in France
Paris, 13 December 2019 — Kantar, the world's leading data, insights and consulting company, is breaking new ground in the French media ecosystem with the launch of Facebook mobile advertising intelligence.
Through collaboration with Pathmatics, the marketing intelligence platform, this new solution will enable brands to create effective and relevant communication strategies by assessing competitors' Facebook presence, their own advertising budgets on the channel, and targeted audiences.
Kantar will provide daily estimates of paid advertising impressions and spend on Facebook. The innovation leverages a panel of French web users to collect sponsored posts, including dark posts that they have seen on their mobile devices. This data will be integrated into advertising measures already available, which include digital and traditional media, to provide marketers a comprehensive overview of the media mix.
Social media advertising revenue increased by 63% in 2018* and Facebook holds 22% of the digital display advertising market. Kantar's paid social advertising intelligence will provide brands with key visibility into the advertising ecosystem of the social network, which represents approximately 70% of the total social media market.
Denis Gaucher, CEO, Media Division, Kantar France comments: "This innovation meets a growing market need. Monitoring and measuring digital channels has never been so important in today's digital landscape. Facebook’s dominance of the paid social market should not prevent advertisers from being able to measure their own advertising investments or those made within their business sector. Kantar's connected intelligence, combined with Pathmatics’ skills, makes it possible to pool, develop and share our expertise in order to roll out innovations that will provide brands with more transparency and authenticity."
Thomas Zaruba, CDO-Digital Director, Media Division, Kantar France, adds: "The digital transformation of businesses also involves investments in digital advertising. This is a market that was worth 5.2 billion euro in 2018 and grew by 13% in the first half of 2019*. Social media is a huge contributor to digital advertising revenue and continues to drive growth in the market; this means that it is essential to be able to measure this activity on networks — and now our paid social offer makes this possible."
Gabe Gottlieb, CEO, Pathmatics adds: “Pathmatics’ mission is to turn the world’s marketing data into actionable insights. Our partnership with Kantar will allow marketing professionals to better understand the digital landscape by enabling trust and transparency.”
As the world's leading data, insights and consulting company, we understand better than anyone else how citizens and consumers think, feel, view, buy, share, socialise and vote.
By combining our understanding of people with the latest technologies, Kantar's 30,000 experts play an active role in the success and development of the world's largest brands and organisations.
Pathmatics turns the world’s marketing data into actionable insights. As consumption rapidly shifts to digital, media decisions have become complex and opaque. Pathmatics Explorer, the Pathmatics marketing intelligence platform, creates trust and transparency, bringing visibility into the digital ad performance of brands, their competitors, and entire industries across display, social, video, mobile, and native advertising data. Brands and agencies get access to the creative used by all advertisers, spend and impression data, and path from publisher to viewer, empowering them to minimize waste from their budgets, better position their marketing, and predict the next moves of their competitors. Pathmatics data powers Nielsen’s digital ad intelligence offering, Kantar Media’s Facebook intelligence, and is used by agencies like Mindshare, Mediacom and Possible. Founded in 2011, Pathmatics is headquartered in Santa Monica, California, and backed by Upfront Ventures, BDMI, and Baroda Ventures.
Sling & Stone for Pathmatics