Media Effectiveness
Shape your media strategies to fuel brand growth
Kantar empowers you by offering a comprehensive view of lift within and across all channels and devices.

From identifying the most effective target audience, optimal reach and frequency, to uncovering emerging channels and synergies, we guide you through the intricacies of real-time campaign optimisation.
Media effectiveness allows you to…
- LIFT your campaign impact
- LIFT your ROI and
- LIFT your brand equity
... so you have an end-to-end picture of your campaign helping to guide your sales, creative impact and brand growth.
25 million fully consented global panelists
50 thousand LIFT campaigns delivered
75 countries. Offering global scale and local expertise
Our Solutions
Build your brand equity with powerful advertising. From identifying the optimal reach and frequency, to uncovering channels synergies, LIFT guides you through the intricacies of campaign optimisation.
LIFT measures your campaign’s true impact on your Brand equity and business growth. LIFT analyses your tactics’ performance, isolate the impact of each channel on brand success and helps identify channel synergies.Benefit from actionable insights on what’s working, identify how to best reach and impact your target audiences, in order to inform media-mix decisions for current and future campaigns.
More actionable insights on your brand lift studies and learn 'why' media is driving your brand outcomes the way it is and what clients should do with it
LIFT+ tells a holistic story about campaign success, helps determine the value of each customer touch point leading to a brand response, and provides prescriptive recommendations for how to improve campaign performance credited with conversion.
A modern, disruptive measurement approach changing the way marketeers think, evaluate and influence their marketing performance and KPIs. LIFT ROI provides actionable campaign insights to strengthen marketing and media decisions
AI-powered, always-on unified measurement platform enables marketers to optimise their media budget in nearly real time. Continuous data and models refreshed in-flight daily for timely insights into media and marketing performance and in-flight optimisations.Boost digital ad performance across media placements with Context Lab. Quickly measure the contextual impact of exposure to an ad so you can adjust campaigns in flight.
Available for all digital channels, including major social media (YouTube, Facebook, Instagram, TikTok etc.), VOD (e.g. Netflix, Disney+), audio streaming (e.g. Spotify) or retail media networks (e.g. Tesco, Walmart)
With Kantar Connect, plan, optimise and activate a truly holistic touchpoint strategy tailored to your needs. Activate beyond paid media to grow your brand.
Paid media contribute to only 25% of brand impact. The remaining 75% comes from earned and owned touchpoints like word of mouth, online reviews, your website and in-stores experiences.
Connect evaluates the full spectrum of touchpoints and identifies those driving the greatest brand impact. Get clear guidance on how to drive more engagement at each touchpoint, ensuring your brand stands out at every stage.
Boost your marketing ROI thanks to meaningful, actionable insights tailored to your category and context.
Perspectives


Media Reactions 2025

Discover the top-ranking media brands and channels. Smarter media planning starts now.