WPP-owned media network Group M is launching a new consumer and media insight tool, designed to help its agencies to develop targeted plans so advertisers can more effectively reach their audiences, measure outcomes and seize competitive advantage.
Dubbed Live Panel, the tool brings together data gathered by sister WPP agency Kantar to tap into information on 5.5 million consumers in 30 markets, and 40 touchpoints including consumers in Argentina, Australia, Brazil, Canada, France, Germany, Singapore, the UK and the US.
The platform, which will be used across Group M’s media agencies – including Mindshare, MEC, MediaCom, Maxus and Essence – connects with multiple sources across Kantar data and integrates with the bespoke planning tools of Group M’s media agencies to accelerate the time from insight to planning to implementation.
“In an era of continually evolving consumer behaviors 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,” said Irwin Gotlieb, chairman of Group M Global (pictured).
“Leveraging WPP’s data and analytics investments, we know more about media use and consumption behaviors 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.”
