New Partnership to Create Youth Market Research Platform

Worldpop, a leading provider of interactive marketing services, has announced a new partnership with online market research specialist agency, Lightspeed Research, offering a unique opportunity for advertisers to gain access to Worldpop's youth audience. Worldpop's audience will be available for comment and feedback on any related topics, creating one of the largest youth market research platforms currently available.

Lightspeed Research is part of Kantar, the market research arm of WPP the marketing services group. The agency provides access to online audiences through its panels and business partnerships across Europe and North America.

The Worldpop audience and Music Alert subscribers will be invited to participate in the research through Worldpop's specialist platforms such as text messaging, email and strategically placed buttons and banners on the Worldpop website. Incentives will be offered in return for the subscribers' opt-in into the market research.

Worldpop's Music Alert services allow registered users to receive up to 4 different genres of breaking music and entertainment news via text messages and emails. Worldpop also provides location based text messaging for several live music events during the year, and the site, one of the top ten most visited UK entertainment sites currently attracts between 9 and 11 million page impressions every month.

According to Dan Avener, Head of Marketing at Worldpop, "We're tremendously excited by the opportunity to work with Lightspeed Research; the market research expertise that they bring to the table will greatly enhance the value of our audience to our clients and other companies who target the youth market. Having built a strong reputation for our website and dialogue with our community, it's fantastic to see the opportunities open up for brands to interact with their chosen target market. The addition of market research to Worldpop's current services, only goes to further strengthen our interactive marketing proposition."

Panos Manolopoulos, Managing Director at Lightspeed Research Europe added, "Our co-operation with Worldpop is another important step in building the most comprehensive access to online audiences across demographic groups, market sectors and countries. With Worldpop we are looking to respond to requirements from WPP agencies and our other clients and advertisers, who have been pressing for cost effective quality research and new ways to access a difficult to reach audience. We look forward to offering buyers of market research an alternative data collection method and "quality at speed" in response to their research requirements."

In this vein, Worldpop has awarded Lightspeed Research, exclusive rights to access Worldpop's audience for market research opportunities and the development of new online research products.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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