Kantar has been selected by Origin, a joint industry initiative led by UK advertiser trade body ISBA, to supply a single source panel for cross-media measurement; adding to the recent launch of a 'Cross Media Performance' solution in Latin America, with Unilever among the early adopters.
The group says it is now the provider of television audience measurement services in 56 markets globally.
Project Origin is designed for advertisers planning and measuring campaigns across digital and broadcast platforms. Kantar will build a single-source household panel providing data for the de-duplication model at the heart of the service. The panel, scheduled for beta testing for the start of 2023, will measure advertising exposure across linear and digital channels - and include privacy-safe data integrations with first party data from global and local platforms.
Origin Research Lead Joe Lewis says, 'We are delighted and excited to be partnering with Kantar on shaping the future of cross-media measurement in the UK, working together with our colleagues at the ANA in the US and WFA globally. This selection provides the advertising community with the reassurance that the Origin service will be built to highest standards possible. Kantar has an established pedigree, know-how and expertise in building and delivering high quality panels that will be integral for our future use'.
Meanwhile the group is rolling out real-time cross-media campaign measurement and attribution solution Cross Media Performance in Brazil and Colombia. The tool provides a single view of campaign performance across platforms, applications and devices via an online interface and dashboard. De-duplicated reach and frequency data, along with audience demographics, comes from TV audience panels and directly from global platform partners.
Unilever Brazil media manager Maria Fernanda Paba says the company is pleased to have joined the pilot, 'which is an impartial and reliable source of granular TV and digital reach metrics that will help to bring greater transparency to the entire media ecosystem'.
Manish Bhatia (pictured), Chief Product Officer of Kantar's Media Division, comments, 'Kantar believes that the future of cross-media measurement will rely on people-based measurement, enhanced with data from other sources and innovative technologies that capture the complexities of multi-platform and multi-device viewing effectively. We are prioritising investment in metering technology and data partnership capabilities so we can expand into new markets'.
Details of the group's offerings in the area can be found at www.kantar.com/expertise/advertising-media-pr/audience-measurement .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.