Connecting the dots

Today, the media landscape is fragmented. A shift from one-way broadcasting to two-way communication has made consistent and integrated campaigns more challenging for advertisers. And the measurement of how effective they all are is a constant challenge. As advertisers seek closer relationships with their customers, events and influencer marketing start to take a larger slice of the pie. And expectations about measuring their impact increase.

We already know that measuring Return On Investment is one of advertisers’ biggest challenges. On and offline behaviour isn’t far behind. And most feel they don’t have the data they need to make decisions. There’s a whole galaxy of metrics, and it’s overwhelming.

Our roadmap to deliver change in media measurement

Media measurement has historically focused on counting people and impressions; however, the media measurement of the future will involve both counting and outcomes. And it’s vital to connect this to factors such as the long-term health of the brand. Data needs to work together which will transform how we measure brand building.

Our starting point at Kantar is the creation of audience datahubs to provide understanding of the audiences that are available for advertisers to target, whatever media they are exposed to. What do we mean by that?

Building Kantar audience data hubs

Kantar’s TGI Consumer Data is, in many countries, the acknowledged planning currency. So, what if we were to super-charge TGI for an increasingly fragmented and addressable world?

We have developed a mathematical model to expand TGI out across our online access panel – Kantar’s Profiles Network (formerly known as Lightspeed). Importantly, the model has been optimised to preserve the quality of the audience data. The result is the full TGI breadth of understanding – consumer choices, attitudes, lifestyle all connected to cross-media propensities – expanded to a far larger database. 

And in a second phase, we plan to layer onto the audience data hubs in each market even more audience understanding drawn from sources such as Television Audience Measurement, Return Path Data, Smart TVs and digital behavioural data. So apart from a much larger cross-media dataset for planning, what will our audience datahubs deliver?

Reinventing brand tracking

The Profiles panellists are onboarded with the Data Management Platforms and first party databases that are used for addressable ad campaigns. Therefore, the target groups which have been identified in TGI and the Kantar audience datahub can be directly connected to inform and optimise one-to-one targeting.

But it doesn’t stop there – we can then connect the target audiences through to our brand tracking studies which measure brand health. In effect, we are connecting the dots from selection of audience targets through to tracking brand outcomes. And we are building systems that will connect our own data with relevant data from our partners to extract the maximum insight.

Setting up the capabilities for the future

And it’s not just online as we know it today, as more advertising such as TV becomes genuinely addressable. This means that intelligent targeting and measuring outcomes in an integrated way will become even more important.  Kantar can provide a unified view.

We know that it is critical to you and all our clients to be able to prove the value of your communication investments.  Providing all that quickly and consistently across markets are the building blocks that will deliver better understanding of Return On Investment. 

Richard Asquith is Chief Product Officer, Media Division of Kantar
Jane Ostler is Global head of Media, Insights Division of Kantar



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