4INFO and Kantar Link for SKU-Level Retail Targeting

New York-based mobile ad targeting specialist 4INFO has partnered with WPP's Kantar Shopcom to enable SKU-level targeting for retailers across more than fifteen categories.

Kantar Shopcom uses its database of more than 300 million US consumers' off-line and online purchases to measure the impact of media on consumer attitudes and retail purchase behavior. 4INFO will now launch 'Kantar Shopcom Retail Product Segments', which offer retailers access to retail data collected from 175 million consumers from 32,000+ retailers in shopping centers across the US. This SKU-level data represents sectors and categories from apparel, automotive, electronics and home improvement to jewellery, office supplies and sporting goods, and comprises 55m products.

4INFO CEO Tim Jenkins says SKU-level purchase data had previously only been available to CPG marketers, whereas now retailers can target and measure results from their mobile ad campaigns based on actual in-store sales.

Katie Casavant, CEO at Kantar Shopcom, adds: 'The combination of 4INFO's mobile advertising platform and Kantar Shopcom's massive retail product purchase data enables brands and advertisers to target differentiated audience segments and drive incremental sales results. Our partnership supports national campaigns and hyper-local marketing investments, which is increasingly essential for marketers as advertising dollars shift to mobile'.

Web sites: www.4info.com and www.kantarshopcom.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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