Ambitious Target for New Kantar Activate

Kantar has launched a new service integrating consumer insights and behavioral data from across its portfolio with shopper and media data, allowing clients to 'fully leverage the studies they run with Kantar for targeting purposes'.

Users can build and distribute audiences for addressable advertising, shopper marketing and CRM campaigns based on the actual behavior and attitudes of individuals, including how they engage with media and what brands they buy. The firm says use has been shown to reduce media cost by 64%, and improve conversion rates by 26% using custom segmentation as opposed to standard audience targeting.

Activate will pull in data from the group's Worldpanel, Shopcom and Kantar Media divisions, and insights from (Kantar...) TNS, Millward Brown, Added Value and Kantar Futures powered by Lightspeed.

Kantar Shopcom CEO Katie Casavant (pictured) will add the role of Activate CEO to her current title, and comments: 'Kantar knows more about individuals than anyone else and now we are putting that knowledge into one service. Advertisers and agencies will be able to leverage what consumers believe, what they value, and the underpinnings of why they buy what they buy, to build audiences that can power highly targeted and accurate advanced advertising. Kantar Activate will put the 'person' back in personalization, at scale and across the globe'.

Group CEO Eric Salama says the new service's aim is 'nothing short of replacing the traditional use of GRPs with an approach that is relevant for today and that has impact'.

Details are at www.kantarworldpanel.com/global/solutions/kantar-activate .