New Kantar App Helps Media Inventory Sales

Kantar Media has launched a solution to help clients promote media inventory, using insights from its TGI consumer study.

The TGI study, which measures consumer product and brand consumption, attitudes and media usage, is used for consumer profiling, brand positioning, media planning and buying. The new 'TGI Audience Snapshot' app allows media sellers to uncover insights into the audiences of their online and off-line media brands, compared them against key competitors, and tailor them to the most commercially relevant markets.

Users can also compare the engagement and loyalty of targets visiting their web sites, and demonstrate the affinity of their audiences with the products, services and brands of their markets. Media sellers decide which sectors and competitors to compare themselves against within their tailored app, and this information is delivered through a series of visuals.

Kantar Media's TGI COO Alex Kuhnel (pictured) says the rise of cookie-based programmatic advertising has led to a widespread shift in campaign focus from positioning and placement to the target audience, as defined by consumer browsing history or basic demographic data. According to Kuhnel, this has led to advertisers becoming worried about the impact on their brand of their ad appearing in an environment 'unsupportive' of their desired positioning. 'Placement has thus been pushed back up to the top of the programmatic agenda, making it more important than ever for media sellers to articulate to advertisers the value of placement on their inventory', he adds.

Web site: www.kantarmedia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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