Insights People Launches Kids' Media Evaluation Tool

UK-based firm The Insights People has launched a media planning tool called the Media Mix Compass, to provide an account of kids' media consumption habits and help brands and agencies with their media campaign planning and evaluation.

The Insights People comprises Kids Insights, offering marketers a range of resources on the consumption and behaviour trends of 3-to-18-year-olds; and Parents Insights, a market intelligence resource for all things 'parenting, mum and baby'. The company recently launched in Latin America via Brazil and Mexico, and in Canada and Australia.

Newly launched Media Mix Compass is based on data collected by surveying more than 5,000 kids, tweens and teens (between the ages of 3-18) every week; updated in real-time and GDPR and COPPA compliant. Developed in collaboration with several clients, the tool enables brands to segment the data globally and by country, region, gender, age, persona and by specific attitudes, behaviour and consumptions. The Kids Insights Media Mix Score (MMS) then highlights the effectiveness of each media type for a defined target audience, considering the preference, time spent and reach for each media type and platform.

Claire Garner (pictured), Research & Trends Director, comments: 'With the kids advertising industry worth nearly $5bn a year, there has been a lack of tools to help in the planning, measurement and evaluation of media spend. With this generation of kids having far greater privacy protection and their worlds becoming more fragmented, we have made it our mission to help brands understand the full picture and ultimately improve their ROI across their business.'

Web site: www.kidsinsights.com .