Kantar and Flipboard in Content Targeting Deal

Kantar and content discovery platform Flipboard have partnered to offer brands a view into consumer engagement patterns across thousands of publishers and content creators.

The offer builds on 'mobile mindset' research conducted by the partners last year, using content insights from Flipboard's platform to inform campaign planning and performance optimization for brands using Kantar's Audience Finder tool. US Kantar clients will be able to map audiences in the tool to Flipboard 'interest audiences', helping to engage consumers across the path-to-purchase.

Brands will also gain insight into how specific audiences are performing during a campaign, enabling real-time optimization to increase consumer engagement; and to get feedback from global consumers, by inviting Flipboard's users to opt in and participate in studies.

Anas Ghazi (pictured), who leads 'Growth' across Kantar, comments: 'We know from a mobile mindset study conducted by Kantar last year, readers on Flipboard are much more engaged with advertising than those on other platforms. What we've created is both the forum for brands to engage with people who are seeking engagement, and the opportunity for brands to be part of the consumer narrative by helping them create relevant content and inspiring creative backed by data'.

Web sites: www.kantar.com and www.flipboard.com .