New wins for Kantar in cross-media campaign measurement

Door Jan Roekens | 27-09-2021

In the United Kingdom, Kantar has been selected by Origin, the joint industry initiative led by ISBA (the UK advertiser trade body), as the preferred supplier of a single-source panel to develop a cross-media measurement system. This win builds on growing momentum in Latin America where Kantar has launched its ‘Cross Media Performance’ solution, with Unilever among the early adopters.

Project Origin is designed to address the needs of advertisers seeking to understand and plan campaigns across digital and broadcast platforms. Kantar has been appointed to build a single-source household panel that will act as the ‘source of truth’ for the de-duplication model that will sit at the heart of the service. The panel will measure advertising exposure across linear and digital channels – and include privacy-safe data integrations with first party data from global and local platforms.

In Brazil and Colombia, Kantar recently launched Cross Media Performance, a solution that offers unique, currency-grade metrics for measuring and attributing the performance of cross-media advertising campaigns in real-time. Cross Media Performance provides a single view of campaign performance across platforms, applications, and devices via an online interface and dashboard.

The solution captures de-duplicated campaign reach and frequency, and audience demographics by drawing data from TV audience panels and directly from global platform partners.
Unilever Brazil’s media manager, Maria Fernanda Paba, commented: ‘Unilever is pleased to have joined the pilot for Cross Media Performance in Brazil which is an impartial and reliable source of granular TV and digital reach metrics that will help to bring greater transparency to the entire media ecosystem.’

Auteur: Jan Roekens, Hoofdredacteur

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