Kantar makes industry currencies TGI and Worldpanel available for audience activation in Europe

Kantar, the world’s leading data, insights and consulting company, today announces the launch of Kantar Audiences in Europe.

The new service provides audience segments derived from Kantar’s syndicated datasets including Target Group Index (TGI), Worldpanel (purchase) and ComTech (Consumer Technology) for online planning, insights, programmatic, social and TV targeting. Kantar Audiences is now live and available on all major advertising, marketing and social buying platforms.

Brand marketing, now more than ever, needs to be contextual and relevant. Kantar Audiences’ new taxonomy will allow marketers to use trusted, currency-grade datasets to build target audience segments based on demographics, lifestyle, attitudes, brand preferences and actual purchase behaviours. And with TGI segments, buyers can extend cross-media plans by targeting the same audience segments online as were used to plan offline media such as TV, radio and/or print.

Kantar has developed hundreds of syndicated audiences and, in addition, marketers can create customised segments based on existing Kantar studies or bespoke surveys.

With this approach, brands and marketers can use Kantar’s survey data not only for insights and planning purposes but also to directly reach target customers in the ever-expanding digital video environment, which increasingly includes video through over-the-top (OTT), connected TVs, gaming devices, addressable and programmatic linear TV.

Marketers will be able to access audiences across key verticals including automotive, consumer goods, financial, health & wellness, media consumption and telecommunications to select the most appropriate audiences for marketing insights, planning and activation.

Kantar Audiences can also provide customised audiences for private marketplace and more targeted and niche marketing activities to improve marketing performance. Kantar’s privacy-by-design approach means that Kantar Audiences is developed from first-party data derived from Kantar panellists that are 100% permission-based (opt-in) and are recruited to best represent the off and online universes for each category.

“As part of our ongoing research into the global pandemic, European consumers are telling us that although they are concerned about the future, they still value responsible, relevant advertising,” said Andy Brown CEO of Kantar’s Media Division. “Kantar Audiences with its industry-standard and niche audience segments, and trusted, currency-grade data can be key to ensuring that advertisers use this unique opportunity for brand messaging to speak to the most relevant consumers and deliver the best possible marketing ROI as we prepare for the economic recovery phase of the pandemic.”