Unmetric Alliance Boosts Kantar Media Ad Intell

Kantar Media has added brand social media engagement metrics to its advertising intelligence solutions in the US, to give clients 'a holistic view of brand messages and activity' across all types of media.

Kantar Media's partner firm, social media intelligence platform Unmetric, will measure and assess social media posts by and about each brand, including likes, shares and comments, initially with coverage of Facebook, Twitter and YouTube. The results, integrated into the WPP firm's existing solutions, will be offered as an additional service to clients in the US by the beginning of next month.

Unmetric, founded only in 2011, compares and analyses postings on Twitter, Facebook, Pinterest, YouTube, LinkedIn and Instagram for over 35,000 brands across more than 30 sectors - using a combination of software and human involvement. Its products include the Sese competitive intelligence app, and social media search engine Inspire. Based in NYC, its has additional offices in Chennai, India and the US.

Jay Rampuria, Global Head of Client Development for Unmetric, says the partnership is 'a meeting of the minds' and comments: 'Today, almost all marketing content makes its way through social channels, and therefore, measuring engagement is more important than ever before to understand consumer sentiment about a brand'. George Carens, President of Kantar Media Intelligence, says the new service will give clients 'the opportunity to understand and make informed decisions on the total message being delivered by a brand across its paid, owned and earned media presence'.

Web sites: www.unmetric.com and www.kantarmedia.us .

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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