Kantar Media Overview
Kantar Media is a comprehensive suite of solutions designed to support the content and advertising ecosystems, helping businesses make informed decisions, engage audiences, and drive long-term growth.
What Kantar Media Does
Kantar Media provides innovative solutions that unlock the power of audiences for advertisers, agencies, and media companies. The platform focuses on audience measurement, targeting, analytics, and advertising intelligence to help clients reach, engage, target, and monetize their audiences effectively.
Key Features and Functionality
Audience Measurement and Targeting
Kantar Media offers robust audience measurement services, utilizing panel and first-party data in over 80 countries. This allows for the creation of detailed consumer profiles and cross-media measurement, enabling businesses to understand their audiences across various channels and platforms.
Media Planning and Optimization
The Media Plan tool by Kantar allows users to optimize campaign budgets by assessing the media audience for various channels such as press, radio, TV, cinema, billboards, and more. This tool helps in determining the optimal media budget allocation and calculating the Return on Investment (ROI) for campaigns.
Campaign Effectiveness and ROI
Kantar’s Media Effectiveness solutions, such as LIFT, provide a comprehensive view of campaign impact across all channels and devices. LIFT measures the true impact of campaigns on brand equity and business growth, isolates the performance of each channel, and identifies channel synergies. It offers actionable insights to inform media-mix decisions and optimize campaign performance in real-time.
Creative Testing and Optimization
Kantar’s LINK creative testing solution diagnoses and improves ad effectiveness before they go live. It covers all major media channels, including digital, TV, print, and outdoor, and uses machine learning through LINK AI to predict consumer responses without the need for recruiting respondents. The LINK Campaign Calculator integrates creative scores with cross-media understanding to help in selecting the best ads for campaigns.
Innovation and Predictive Analytics
Kantar’s innovation solutions help in identifying, developing, and launching new products. Tools like ConceptEvaluate use AI-based models to screen multiple concepts quickly, providing high-accuracy feedback within 24 hours. This helps in prioritizing and optimizing the strongest concepts, minimizing risk, and tracking the impact of new product launches on sales and brand equity.
Holistic Data Integration
Kantar Media integrates various data sources, including digital, paid, owned, and earned media, as well as industry, economic, and environmental factors. This holistic view enables businesses to make informed decisions with fast and actionable insights, even in the absence of cookies.
Contextual Ad Performance
The Context Lab solution allows for the measurement of the contextual impact of ad exposure across digital channels, including social media, video-on-demand, audio streaming, and retail media networks. It provides insights into ad performance, creative effectiveness, and consumer engagement, helping to adjust campaigns in real-time.
Conclusion
Overall, Kantar Media’s suite of solutions is designed to provide businesses with the insights and tools necessary to make data-driven decisions, optimize their media strategies, and drive long-term growth and brand equity.