Kantar Debuts TGI Digital Planner

Kantar Media has launched a tool called TGI Digital Planner, which taps into off- and online behavioural data from its TGI consumer insight study, to help identify the most appropriate target for advertisers.

TGI, established by BMRB in 1969, measures consumer product and brand consumption, attitudes and media usage, and is used for consumer profiling, brand positioning, media planning and buying. The new Digital Planner uses this data to help advertising trading desks and networks better meet the branding campaign requirements of advertisers, while helping evaluate the most effective campaign placement. The new tool is currently available in in both the UK and France and will soon be rolled out in additional markets.

Alex Kuhnel (pictured), COO of TGI, Kantar Media, comments: 'Advertising campaigns based on cookies mean an audience can be reached wherever they are online. Our solution represents a natural evolution to programmatic objectives by providing advertisers, particularly in branding campaigns, with a context and an audience that fits with their positioning requirements. In addition, we bring a precision to consumer targeting beyond just browsing history and basic socio-demographic metrics that leads to more effective online campaigns'.

Web site: www.kantarmedia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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