Industry consultation will seek to deliver de-duplicated, unified audience metrics, enabling advertisers to optimise campaigns across all viewing forms, platforms, and devices
Kantar announces the launch of Brazil’s industry-wide cross-media planning initiative
Kantar today announces the launch of an industry-wide consultation in Brazil as the company works towards the design and delivery of a cross-media planning solution, planned to be in the market by late 2022. The process will involve representatives across Brazil’s burgeoning media groups and platforms with the objective of jointly redefining and expanding Kantar’s existing independent, industry-accredited measures for TV and online media. Subject to the development and completion of the cross-media solution, it will be available to all Kantar clients.
As media companies seek to unlock growth and deliver de-duplicated, unified audience metrics, the need for independent measurement has never been more important. This marks the latest development in Brazil’s cross-media audience measurement journey following the launch of the Video Streaming Report earlier this year, delivering total viewing across all linear and on-demand platforms.
The new cross-media planning solution will be built on Kantar’s existing high-quality panel, scaling this further by integrating with streaming platforms. YouTube will be the first platform to integrate, building on the rigorous process already in-market for the Cross-Media Performance solution launched last year.
Kantar cross-media planning will enable advertisers and agencies to improve budget optimisation, realising the industry’s goal to plan campaigns across broadcast, video on demand, and video-sharing platforms through a single solution.
“Data is the foundation of decision making in the media space and Kantar IBOPE Media is making significant progress to unlock the opportunities to realise cross-media solutions.” commented Melissa Vogel, CEO of Kantar IBOPE Media Brazil. “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.”