Kantar Audiences Rolls Out in Europe

Kantar has launched its Audiences service in Europe, with an initial roll-out in the UK, France and Germany.

Launched last year in the US, the new service provides audience segments from Kantar's syndicated datasets including Target Group Index (TGI), Worldpanel (purchase) and ComTech (Consumer Technology). The TGI consumer survey operates in almost 70 markets worldwide, providing a complete view of consumer behaviour and characteristics, covering product and brand use, attitudes and motivations, media and digital consumption and engagement, leisure activities and demographics. Worldpanel offers continuous consumer and shopper insights, with expertise about what people buy, use and why; and ComTech provides telecoms purchasing and usage trends analysis, tracking the full path to purchase consumer decision-making journey and monitoring brand share, switching and loyalty.

Marketers will be able to use Kantar's datasets to build target audience segments based on demographics, lifestyle, attitudes, brand preferences and actual purchase behaviour. In addition, with TGI segments, buyers can extend cross-media plans by targeting the same audience segments online as were used to plan off-line media such as TV, radio and/or print. In addition, marketers can create customised segments based on existing Kantar studies or bespoke surveys to directly reach target customers in the digital video environment.

Andy Brown, CEO of Kantar's Media Division, comments: 'As part of our ongoing research into the global pandemic, European consumers are telling us that although they are concerned about the future, they still value responsible, relevant advertising. Kantar Audiences can be key to ensuring that advertisers use this unique opportunity for brand messaging to speak to the most relevant consumers and deliver the best possible marketing ROI as we prepare for the economic recovery phase of the pandemic'.

Web site: www.kantarmedia.com .