Kantar Media recently published People-powered measurement, a guide to audience panels and how they are playing a starring role in measurement and calibration.
Our team of Kantar Media experts have summarised some of the key takeaways in a series of videos now available on our YouTube channel.
How do I understand who – and how many – people are watching my content?
Frances Sheardown, Director Product & Partnerships Kantar Media, reminds us that while data from set-top boxes, mobile handsets and streaming platforms are plentiful, they don’t tell you who is actually watching the programme or ad. After all, devices don’t watch content - people do!
How can I measure the de-duplicated reach and frequency to understand the impact of my campaign or content?
Cross-media measurement– delivering a single view of reach and frequency across platforms and channels – continues to gather momentum, with progress in many markets. Yet there are key challenges, including how to calculate de-duplicated reach. In the video below, Sushmita Jain, Data Science, Product Director, explains the role of data science.
How can I prepare for a cookie-less future to ensure my targeting is both effective and privacy-compliant?
Despite delays to the timescale, third-party cookies will soon be phased out. With it comes a clear challenge for advertisers and agencies who want to understand the consumer journey across websites and services - and who want to build campaigns that target the right consumers without annoying them with excessive frequency. In this video, Stuart Wilkinson, Senior Business Development Director, Kantar Media, explains why panels are among the key solutions in a post-cookie era.
A real-world use case: How Kantar Media turned devices into people through panels and machine learning
In the Netherlands, Kantar Media worked with RTL to enhance its own first-party player data with panel data, using machine-learning models to deliver demographic targeting at a device level, turning devices into people. Watch this presentation from Sushmita Jain, Data Science Director showcasing the impact of panel data and machine learning and how, combined, they unlocked value for RTL.
More People-Powered measurement related videos are on the way. Subscribe now to our YouTube channel to ensure you don’t miss out.
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