Media group Dentsu Aegis Network has signed a two-year licence to use YouGov's segmentation and media planning tool Profiles for its audience understanding, strategy and activation needs. The group previously used Kantar TGI.
Dentsu Aegis agencies including Carat and Vizeum will be able to access Profiles through Nielsen's IMS platform, and will integrate it with the group's own bespoke Consumer Connection System (CCS), a suite of insight, research and planning tools available in 50 countries.
Carat Head of Insight and Analytics Alison Drummond comments: 'Because of the depth of data YouGov Profiles provides and the speed with which it can be augmented, we are already able to build planning segments for our clients that were not possible before, which will give us a greater ability to drive return on marketing investment for our clients'.
Ben Leet, UK General Manager at YouGov, says 'many agencies' have been using Profiles as a supplementary platform 'for some time now', and the deal is 'testimony to our hard work, and our belief in a better way to both collect and connect the data that is vital in today's media planning landscape'.
YouGov has a panel of 4 million people worldwide, including over 750,000 people in the UK representing all ages, socio-economic groups and other demographic types. Web site: www.yougov.com .