Marketing data and analytics consultancy Kantar is benefitting from the change in online news by securing a series of digital media subscribers to its TGI consumer data, including LadBible, JOE Media and sport specialist LiveScore.
The move comes just days after Kantar launched a new marketing effectiveness unit and will see the publishers use Kantar TGI, which provides in-depth insight into consumer behaviours, attitudes and media consumption, to help sell their advertising offer to agency and brand teams.
This will include demonstrating affinities between their readers and brands’ customers, alongside insight into how consumers interact and engage with online content.
Kantar managing director of TGI Sarah Sanderson reckons the media buying space is experiencing intense competition, as brands looks for new ways to reach audiences and budgets come under pressure from high inflation. In response, publishers are working hard to prove the value they can bring, establish their competitive edge and win advertisers’ pounds.
Sanderson continued: “Having the right data at your fingertips is vital, enabling platforms to make their case to agency and in-house teams and in turn helping these clients to justify their spending decisions to stakeholders.
“Securing these prominent digital media publishers as new clients is testament to the enduring and unique power of TGI to meet evolving insight priorities.”
LADbible Group research and insights lead Emily Driscoll said: “TGI has a fantastic wealth of information on how consumers’ media habits and wider behaviours are evolving as economic and social forces reshape their priorities.
“Providing our media-buying clients with this accurate, up-to-date insight into how their customers are engaging with online content is vital to support our relationships with them and ultimately to grow our business.”
LiveScore marketing director Ric Leask added: “In an increasingly competitive market, understanding how your audience operates is becoming even more important. LiveScore has a highly engaged audience and a proud history of using data-driven insights to charge business performance. That’s why we’re excited to partner with Kantar TGI and use its consumer expertise to further enrich our advertising offer to both existing and prospective clients.”
A recent Forrester report claimed that publishers’ first-party data will be the new media currency in the future for brands to continue targeting consumers – without identifying and tracking them across domains. But brands and publishers must partner if they are to tackle data depreciation, the consultancy warned.
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