Kantar Launches Brazil Cross-Media Planning Initiative

Kantar has announced an industry-wide cross-media planning initiative for Brazil, bringing together representatives from the country's media groups and platforms to help design an upgraded measurement solution. Kantar then plans to launch the solution before the end of the year.

The initiative will aim to deliver de-duplicated, unified audience metrics, enabling advertisers to optimise campaigns across all viewing forms, platforms and devices. Built on Kantar's existing panel, the initiative will scale this further by integrating with streaming platforms, beginning with YouTube. The process will involve representatives jointly redefining and expanding Kantar's existing measures for TV and online media.

The move follows the launch of the Video Streaming Report earlier this year. Melissa Vogel (pictured), CEO of Kantar IBOPE Media Brazil, comments: 'Working in collaboration with our clients, we look forward to co-creating a new expanded cross-media planning solution that equips advertisers seeking to reach and engage audiences. By integrating native video-sharing platforms we will enrich our knowledge, grow the opportunity pool, and unlock more value for all'.

Web site: www.kantaribopemedia.com .