Kantar has brought together syndicated media coverage from Kantar Media with the ad creative intelligence platform from its Numerator division to form an independent brand called Vivvix, led by former Nielsen CRO Andrew Feigenson as CEO.
The global group acquired Chicago-based consumer and market intelligence company Numerator for around $1.5 billion in 2021. The new Vivvix unit will offer specialisms in syndicated competitive ad intelligence across digital and traditional media, including mobile apps, streaming and social media. Data and insights will be delivered in a single ad intel platform, giving marketers competitive ad insights to inform their brand strategy and drive media planning and buying decisions.
Features include AI-powered reports, ad search, personalized dashboards and real-time campaign alerts, to help marketers analyze competitor messaging and strategies. For media owners, Vivvix provides trend data and intel across CTV, linear TV, digital, social, search and traditional media; and for advertisers, it offers an ad identification catalog to integrate ad expenditure and occurrence data into their data ecosystems.
Feigenson (pictured) comments: 'For the last year, the businesses in North America have been working to bring together all the ad intel specializations of Kantar Media and Numerator to enable clients to make swift decisions about competitive manoeuvres and where to place their ad dollars. We will lead with innovation to generate the transparency needed within the advertising intelligence space'.
Web sites: www.kantar.com and www.vivvix.com .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.