GroupM Taps Kantar Tools for LIVE Panel Launch

WPP is linking the panels and other data sources of its Kantar / DIM division with the expertise and planning tools of its GroupM media investment management division, to launch LIVE Panel. The new consumer and media insight solution will help advertisers develop and measure 'precise and targeted' media plans.

The combination gives GroupM clients 'seamless access' to a global panel of more than 5.5 million consumers in 30 markets, tapping into multiple data sources within Kantar. The group says LIVE Panel is the latest tool in a growing portfolio helping GroupM's media agencies to build 'distinct marketplace offerings that leverage the best data available in regions worldwide'.

Benefits include understanding of consumers and trends via continuous access to Lightspeed's research panels; consumer purchasing behaviour via data from Kantar Worldpanel and Kantar Shopcom; integration of brand equity data via Millward Brown BrandZ; insights and programmatic audience segments via TGI and TNS Connected Life, as well as cross-media usage understanding from the latter; and the creation of device-optimal strategies using insights from Kantar Worldpanel ComTech.

The new service will launch with a global hub survey covering 30 media and 40 touchpoints including consumers in Argentina, Australia, Brazil, Canada, France, Germany, Singapore, the UK and the USA.

Irwin Gotlieb, Chairman, GroupM Global says the group's 'unique knowledge of audiences worldwide' sets it apart in the industry. 'Leveraging WPP's data and analytics investments, we know more about media use and consumption behaviors 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'.

Kantar CEO Eric Salama says the integration 'fully realizes the power of Kantar's insights capabilities by embedding them into agencies' media investment management tools'. He adds: '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'.

GroupM includes media agencies such as Mindshare, MEC, MediaCom, Maxus and Essence, as well as programmatic digital media platform Xaxis. Web sites are at www.groupm.com and www.kantar.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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