GroupM has announced the launch of LIVE Panel, a new consumer and media insights solution, that will enable its agencies to develop precise and targetted media plans so that advertisers can reach their audiences effectively and measure outcomes. In India, the project is being headed by Tushar Vyas, chief strategy officer, GroupM.
With access to a global panel of more than 5.5 million consumers in 30 markets, LIVE Panel delivers the insights needed to inform media decisions for both global and local campaigns. The new platform connects with multiple data sources across Kantar's (the data investment management arm of WPP) market data and research assets, and integrates with the planning tools of GroupM's media agencies. This helps accelerate the time from insight to planning, and then to implementation.
Commenting on the tool, Irwin Gotlieb, chairman, GroupM Global, says, "In an era of continually-evolving consumer behaviours and media preferences across a wider array of channels, marketers who have the most intelligence are at a distinct advantage, and our unique knowledge of audiences worldwide sets us apart in the industry."
Gotlieb further adds, "Leveraging WPP's data and analytics investments, we know more about media use and consumption behaviours than anyone else. LIVE Panel operationalises this knowledge to turn consumers into audiences and audiences into customers more nimbly and efficiently for our clients' advantage."
Eric Salama, CEO, Kantar, says, "GroupM's use of our global light-speed consumer panels and the integration of a number of our unique data sources such as BrandZ, TGI, Connected Life and Kantar Worldpanel ComTech, into LIVE Panel fully realises the power of Kantar's insights capabilities by embedding them into agencies' media investment management tools. This continues Kantar's strategy of combining survey, panel and census data for the benefit of marketers by connecting us to the client roster of the world's largest media investment Group."
LIVE Panel is the latest tool in the portfolio of consumer and media insight planning tools that help GroupM's media agencies, including Mindshare, MEC, MediaCom, Maxus, and Motivator to build distinct marketplace offerings.
LIVE Panel provides clients of GroupM agencies connectivity and benefits such as understanding of consumers and trends via continuous access to research panels, evaluation of consumer purchase and retail behaviours, integration of brand equity data to motivate and measure changes in awareness, attitude or behaviour, development of unique audience insights and programmatic audience segments on the basis of consumer attitudes, product purchase and usage behaviour, balancing of plans with understanding of consumer media usage such as multi-screen device consumption, and creation of device-optimal strategies and tactics with understanding of mobile phone, tablet and quad-play ownership, usage and purchasing trends.
The tool is being launched with an extensive global hub survey generating media knowledge on 30 media and 40 touchpoints including consumers in Argentina, Australia, Brazil, Canada, France, Germany, Singapore, the United Kingdom and the United States.
GroupM is a global media investment management company and serves as the parent company to WPP media agencies which include Mindshare, MEC, MediaCom, Maxus, and Motivator in India, as well as the programmatic digital media platform, Xaxis.
Kantar is the data investment management arm of WPP. By uniting its 12 specialist companies, the group provides data and insights for the global business community. It operates across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle.