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Using real-world data to build an effective campaign

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In today's digital world, the ability of brands to use real world data to build essential consumer insights is a necessity. In this Slideshare, Kantar Media will show how connecting real-world data to online environments drives effective campaigns.

To find out how we can help you please contact rachel.macey@kantarmedia.com or connect with her on Twitter (@rachelmacey) or LinkedIn: in/rachelmacey

Published in: Marketing
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Using real-world data to build an effective campaign

  1. 1. How real world data can be used for online targeting
  2. 2. Connecting rich real world data to online environments, Kantar Media provide essential consumer insights 2
  3. 3. Kantar Media can… 3 Define the most relevant audience targets based on offline and online behaviours Identify the most efficient media vehicles (print, radio, TV, online, mobile, OOH) Activate through a programmatic platform
  4. 4. ATTITUDES AND MOTIVATION DEMOGRAPHICS PRODUCT AND BRAND USAGE MEDIA AND DIGITAL CONSUMPTION LEISURE ACTIVITIES Broad & in-depth consumer insights on
  5. 5. With 41 days until Christmas, how are your clients planning their Christmas campaigns?
  6. 6. Today’s Christmas shoppers are varied and specific TGI enables you to access granular segments build to answer your clients needs 6 PARENTS AT CHRISTMAS CHRISTMAS PANIC BUYERS CHRISTMAS FOODIES NON-GIFTERS
  7. 7. Festive Food Shoppers  35-54  Female  Slight ABC1 skew  Part-time workers/homemakers  Skew away from London/towards rural areas  Premium – Prepared to pay more for good wine  Family Focussed – Family is more important than career  Home birds – Family meals at the weekend, enjoy entertaining people at home, cook meals from scratch 7
  8. 8. • Young (15-24) • Male • Not defined by class • Skew towards Greater London • Functional – “I don’t care what ingredients are in a ready-meal, as long as it’s cheap and tastes good”, “The point of drinking is to get drunk” • Not family focussed – “I am willing to sacrifice time with my family in order to get ahead”, “I want to get to the very top in my career” Panic Buyers
  9. 9. But consumers will be looking for their January holidays to chase away the New Year Blues….
  10. 10. FREQUENT HOLIDAY-ERS BUDGET TRAVELLERS BUSINESS TRAVELLERS HIGH HOLIDAY SPENDERS Today’s travellers are different profiles There are huge variations in behaviour and characteristics between different types of travellers. 10
  11. 11. • Young (15-24) • Male • Not defined by class • Skew towards Greater London • Functional – “I don’t care what ingredients are in a ready- meal, as long as it’s cheap and tastes good”, “The point of drinking is to get drunk” • Not family focussed – “I am willing to sacrifice time with my family in order to get ahead”, “I want to get to the very top in my career” Panic Buyers  Frequent holiday-ers are 188% more likely than the average adult to have a family income of £75K  Be high earners  Live in London  Have moved house in past 12 months  Say they wear designer clothes  Go for premium rather than standard goods and services  Consider price, convenience of airport and timings when choosing an airline Frequent Holidayers
  12. 12.  41% more likely than the average adult to be aged 15-24  Not earn a high income  Recognize that they are not good at saving money  Ask people for advice before buying new things  Say they worry a lot about themselves  Consider price, convenience of airport and timings when choosing an airline Budget Travellers
  13. 13. About Kantar Media Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value. For further information, please visit us at www.kantarmedia.com © Kantar Media company/Kantar-Media +KantarMediaGlobal @Kantar_Media KantarMediaGlobal @KantarMedia KantarMediaGlobal Follow us on:

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