We live in a moment of great transformation with formats consolidating or re-signifying themselves, technologies becoming popular, a significant increase in available content and the support of artificial intelligence. At the center of this debate is the consumer, who is increasingly connected, with access to multiple screens, devices and a virtually infinite frequency of content.
To help the media industry navigate this complex ecosystem, Kantar IBOPE Media launches two guides on how cross-media audience measurement puts the consumer at the center of the strategy, reporting assertive metrics to drive the growth of agencies, advertisers and vehicles .
In the guide for agencies and advertisers through the universe of cross-media audiences, some highlights of the content are:
- From device-based measurement to people-based measurement – generating real impact across the funnel by understanding consumer behavior behind any screen and device;
- View of the audience – what is not measured cannot be managed. It is necessary to adapt to new market dynamics, implementing effective strategies to optimize investments;
- Uso de “First party data” – fundamental to enrich consumer perception, increasing retention, loyalty and the search for new targets.
In the guide for vehicles to discover the value of their audiences through the cross-media universe, ways are indicated for:
- The fluid distribution of content – The use of metrics to balance the distribution of content across multiple devices;
- Segmentation aligned to the business – Cross-media measurement offers significant advantages to drive targeting;
- Integrated metrics and the real impact – Data that result in granular, strategic and effective insights.
Antonio Wanderley, CEO of Kantar Media for Latin America, Spain, APAC and Africa, says:
“Audience habits are changing rapidly. It has never been more important for the media industry to seek a unified view of its audience to achieve sustained growth. The Unlocking Value guides are beacons that portray our experience and global vision for an industry leap towards greater opportunities.”
The “Unlocking Value” Guides are available for download by clicking here.
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