Media giant Starcom MediaVest Group (SMG) is expanding its PACE Panel platform, which combines media usage diary data, passive mobile usage data and custom research panel capabilities.
PACE was developed in tandem with mobile research and analysis tech company RealityMine, using the proprietary platforms behind the global cross-platform syndicated study TouchPoints, originally created and launched by the IPA. PACE's eDiary information collects information on location, social settings, activities, media usage and emotions every half hour to provide analysis of audience behaviour and purchasing trends across categories.
Re-contact questionnaires and custom panels allow users to add richer detail or target particular niches, often for product development or concept testing.
The panel is live in the UK and the US, is rolling out in Canada and Mexico, and by the end of this year will add more than fifteen additional markets including, Australia, India, Russia, Saudi Arabia, Ukraine and Poland.
Kate Sirkin, EVP, Global Director of Audience and Measurement Solutions at SMG, says the pane;'s contextual data 'ensures we place messaging and content that will generate reach with as much relevance to the consumer journey and as close to the point of purchase as possible'. She adds: 'Furthermore, this single source data set and platform offers a rich understanding of how time and place can improve message relevance in specific categories.'
Garry Partington, RealityMine CEO, says the PACE panel has been 'truly revolutionary' and helped SMG to be a leader in moving ad buying away from a focus upon 'media' to one on 'audience'.
SMG is part of Publicis Groupe and has more than 8,000 employees in 130 offices worldwide - web site www.smvgroup.com . RealityMine was launched in April 2012 and is headquartered in Manchester, UK as well as offices in New York and California. Recently bolstered by an additional $2.5m in funding, the firm is online at www.realitymine.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas.