MUMBAI: GroupM has recently introduced Live Panel, a new consumer and media insight solution enabling its agencies to more efficiently develop precise and targeted media plans so advertisers can more effectively reach their audiences, measure outcomes and seize competitive advantage. Essentially the new too will help GroupM make better use of its own data.
With seamless access to a global panel of more than 5.5 million consumers in 30 markets, Live Panel delivers the actionable insights needed to inform media decisions for both global and local campaigns. The new platform connects with multiple data sources across Kantar’s market leading data and research assets and integrates with the bespoke planning tools of GroupM’s media agencies to accelerate the time from insight to planning to implementation.
“In an era of continually evolving consumer behaviours and media preferences across a wider array of channels, marketers who have the most intelligence are at a distinct advantage, and our unique knowledge of audiences worldwide sets us apart in the industry,” said GroupM Global chairman Irwin Gotlieb. “Leveraging WPP’s data and analytics investments, we know more about media use and consumption behaviours than anyone else. Live Panel operationalizes this knowledge to turn consumers into audiences and audiences into customers more nimbly and efficiently for our clients’ advantage.”
“GroupM’s use of our global Lightspeed consumer panels and the integration of a number of our unique data sources - BrandZ, TGI, Connected Life and Kantar Worldpanel ComTech - into Live Panel fully realizes the power of Kantar’s insights capabilities by embedding them into agencies’ media investment management tools,” said Kantar CEO Eric Salama. “This continues Kantar’s strategy of combining survey, panel and census data for the benefit of marketers by connecting us to the client rosters of the world’s largest media investment group.”
Live Panel is the latest tool in a growing portfolio of consumer and media insight planning tools that help GroupM’s media agencies, including Mindshare, MEC, MediaCom, Maxus and Motivator to build distinct marketplace offerings that leverage the best data available in regions worldwide.
GroupM says that Live Panel will also provide clients of its agencies connectivity and benefits such as understanding consumers and trends, evaluation of consumer purchase and retail behaviours, integration of brand equity data, development of unique audience insights and programmatic audience segments on the basis of consumer attitudes, product purchase and usage behaviour, balancing of plans with understanding of consumer media usage, creation of device-optimal strategies and tactics with understanding of mobile phone, tablet and quad-play ownership, usage and purchasing trends.
