Kantar Media launches TGI Standard Audiences
14 July, 2014
— Kantar Media has today announced that its TGI consumer insight tool now provides a range of unique ‘Standard Audiences’ to facilitate addressable programmatic advertising in Great Britain. These pre-defined groups of consumers mean digital planners no longer need rely just on online user journeys and related proxies to reach targets online, they can instead pinpoint and reach specific audiences based on their key offline and online behaviour and characteristics. This means complex online ad briefs are far more straightforward to fulfil.
Over 50 unique TGI Standard Audiences have been identified, in response to digital planners’ most sought after targets to address. The pre-set categories include: people who love to buy new gadgets and appliances; consumers who buy free range food and drink; parents who agree they always buy the brand their children prefer; cinema-goers whose favourite film genre is thrillers; and households who spend over £70 on the weekly grocery shop.
TGI Standard Audiences are built from Kantar Media’s TGI study, which is the consumer insight tool of choice for hundreds of communications agencies, media owners and advertisers. Uniquely, TGI gathers comprehensive consumer behaviour data directly from 25,000 British adults every year to gain insight into their brand usage, leisure activity, media consumption, attitudes and motivations.
If a planner’s target is not already defined as a TGI Standard Audience, it can still be reached using Kantar Media’s Ad-Vantage service, which enables the building of bespoke audiences for online targeting. These consumers are reached through the appropriate cookies online, following best practice modelling of the matched database of TGI and Kantar Media partner KBM Group’s I-Behavior purchase behaviour database. KBM Group are specialists in undertaking proprietary modelling for consumer behaviour insight solutions.
TGI Standard Audiences are already integrated with a variety of prominent programmatic advertising platforms, including Videology, AppNexus, Turn, DBM, Zipline and Lotame.
Richard Keogh, Head of TGI UK, explains: “TGI’s rich, in-depth mix of offline and online insights are gathered in a single source survey direct from consumers, including an initial face-to-face interview. This makes the provenance of the insights behind TGI Standard Audiences extremely clear and robust, whilst the breadth of consumer information makes it possible to directly target a more sophisticated range of audiences online than previously possible. Combined with KBM Group’s best-in-class modelling techniques, TGI Standard Audiences break new ground in addressable and programmatic targeting. Major digital advertising platforms are already recognising the benefit this offers their users.”
Leighton Cuff, Managing Director EU at KBM Group, comments: “We are delighted to partner with Kantar Media TGI to provide Standard Audiences to the online advertising sector. There are a huge range of audiences that we are able to make available by modelling TGI’s insight with the many millions of pieces of transactional data that we have on our I-Behavior purchase behaviour database to generate the relevant cookies for targeting. This means that online planners, buyers and trading desks will have much greater flexibility than has hitherto been the case for reaching specific target groups online.”
About Kantar Media
Kantar Media provides critical information that helps our clients make better decisions about communications. We enable the world’s leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. Our services and data include analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and evaluating consumers’ reactions in earned media. As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behaviour and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts currently work with 22,000 companies tracking over 4 million brands in 50 countries.
The Kantar Media TGI studies sit at the forefront of the media and marketing industries, providing comprehensive insight into the online and offline behaviour of consumers: who they are, why they behave and make choices the way they do and how best to reach them.
Used by communications and digital agencies, media and advertisers, TGI measures brand consumption, reasons behind behaviours and media usage, including passively-collected online browsing behaviour.
Drawing vital information from 70 countries worldwide, TGI is the most trusted source of national and international planning insights. TGI fulfils a wide range of strategic and tactical purposes, including the identification of target audiences, digital and traditional communication planning and buying, consumer profiling and brand positioning. TGI is integrated with many other studies specific to particular markets, driving even deeper consumer insights. For more, please visit: www.kantarmedia.co.uk/tgi
About KBM Group
KBM Group transforms marketing efforts into mutually beneficial customer conversations through data-driven insights. Based on a strategic approach to optimize business outcomes, KBM Group’s world-class marketing solutions integrate offline and online marketing channels and allow companies to achieve high-performance B2B and B2C customer engagement and marketing ROI from a spectrum of services including consulting, data integration and database management, analytics, digital services, marketing management and outsourcing, creative services, and response services. The company has 36 offices in 22 countries serving global, enterprise and B2B2C-focused companies. KBM Group’s parent company, Wunderman, is part of the Young & Rubicam Group and a member of WPP (NASDAQ: WPPGY). www.kbmg.com
Telephone: +44 (0)1420 564346