Kantar, the world’s leading data, insights and consulting company and provider of television audience measurement services in 56 markets globally, today celebrates a series of media measurement wins with global advertisers.
In the United Kingdom, Kantar has been selected by Origin, the joint industry initiative led by ISBA (the UK advertiser trade body), as the preferred supplier of a single-source panel to develop a cross-media measurement system. This win builds on growing momentum in Latin America where Kantar has launched its ‘Cross Media Performance’ solution, with Unilever among the early adopters.
Kantar now has the widest and most rapidly expanding cross-platform audience measurement footprint in the world. People-based measurement is at the heart of Kantar’s approach, as clients and data partners seek to holistically measure and report on all viewing, across all platforms.
Project Origin is designed to address the needs of advertisers seeking to understand and plan campaigns across digital and broadcast platforms. Kantar has been appointed to build a single-source household panel that will act as the ‘source of truth’ for the de-duplication model that will sit at the heart of the service. The panel will measure advertising exposure across linear and digital channels – and include privacy-safe data integrations with first party data from global and local platforms.
A full reporting sample is scheduled to be built for beta testing for the start of 2023.
Joe Lewis, Research Lead, Origin, commented: “We are delighted and excited to be partnering with Kantar on shaping the future of cross-media measurement in the UK, working together with our colleagues at the ANA in the US and WFA globally. This selection provides the advertising community with the reassurance that the Origin service will be built to highest standards possible. Kantar has an established pedigree, know-how and expertise in building and delivering high quality panels that will be integral for our future use.”
Cross Media Performance in Latin America
In Brazil and Colombia, Kantar recently launched Cross Media Performance, a solution that offers unique, currency-grade metrics for measuring and attributing the performance of cross-media advertising campaigns in real-time. Cross Media Performance provides a single view of campaign performance across platforms, applications, and devices via an online interface and dashboard.
The solution captures de-duplicated campaign reach and frequency, and audience demographics by drawing data from TV audience panels and directly from global platform partners. Cross Media Performance has been developed with a flexible and open methodology to integrate insights from large-scale data sets and Kantar panel assets.
Unilever Brazil’s media manager, Maria Fernanda Paba, commented, “Every advertiser is seeking clarity about the real reach of their media purchases to make the best decisions for their campaign planning. As such, Unilever is pleased to have joined the pilot for Cross Media Performance in Brazil which is an impartial and reliable source of granular TV and digital reach metrics that will help to bring greater transparency to the entire media ecosystem.”
Discussing these most recent wins and the momentum behind Kantar’s audience measurement initiatives, Manish Bhatia, Chief Product Officer, Media Division, Kantar, commented, “Kantar believes that the future of cross-media measurement will rely on people-based measurement, enhanced with data from other sources and innovative technologies that capture the complexities of multi-platform and multi-device viewing effectively.
We are prioritising investment in metering technology and data partnership capabilities so we can expand into new markets.”