Kantar announces the creation of a committee with the Brazilian market, as the company works to develop a cross-media planning solution, expected to be available by the end of 2022. The process will involve representatives from the main media groups and platforms in Brazil, with the objective of co-creating for the evolution of measurement for TV and online media. Subject to development and completion, the cross-media solution will be available to all Kantar customers.
As media companies seek to maximize growth and achieve unified, no-duplicate audience metrics, the need for independent measurement has never been more important. This process marks the latest development in the cross-media audience measurement journey in Brazil, following the launch of the Video Streaming Report earlier this year, which makes the full audience available across all linear and on-demand platforms.
The new cross-media planning solution will build on Kantar’s high-quality dashboard, extending it even further by integrating with streaming platforms. YouTube will be the first platform to be integrated, based on the rigorous process already in place on the market, like the Cross Media Performance solution launched last year.
Kantar’s cross-media planning will enable advertisers and agencies to optimize their media investments, realizing the industry’s goal of planning campaigns across TV, video-on-demand platforms and video-sharing platforms through a single solution.
Melissa Vogel, CEO of Kantar IBOPE Media Brazil, comments:
“Data is the basis for decision making in the media market and Kantar IBOPE Media is making significant progress in opening up new opportunities for the realization of cross-media solutions. Working collaboratively with our clients, we hope to co-create a cross-media planning solution that benefits advertisers and agencies looking to reach and engage their audiences. By integrating native video sharing platforms, we enrich our knowledge, increase opportunities and deliver more value to everyone.”
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