Kantar Millward Brown has expanded its brand marketing analytics platform Ignite Network, to provide access to more than three million mobile panellists in the US.
Ignite Network offers purchase data for more than a dozen industries using a variety of sources including credit and loyalty card use, and POS records. The expansion should allow marketers to evaluate the impact of mobile advertising on more niche, hard-to-reach audiences. As part of this development, Kantar Millward Brown has partnered with mobile marketing automation and loyalty platform SessionM, and cross-device identification company Drawbridge, which helps businesses identify when a single person is using multiple devices. The Drawbridge partnership will cover the US, Canada and Mexico, and extend to the rest of the world in the next few months.
Stephen DiMarco (pictured), President of Kantar Millward Brown's North American Media and Digital Practice, says the changes will help marketers and consumer insights teams better keep pace with consumers' use of mobile. He adds: 'We have placed a strong emphasis on product and media innovation across mobile, TV and online to match our clients' increased marketing spend across platforms. Expansion of our mobile panel represents our commitment to deliver insight-rich solutions to help marketers understand how mobile advertising is contributing to brand growth'.
Web site: www.millwardbrown.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.