Kantar and Route join forces on media measurement

Kantar and Route join forces on media measurement

Kantar has fused it’s TGI consumer survey data with Route out-of-home media measurement, meaning buyers can target the same TGI audiences in OOH that they do with print, TV, radio and online.

The move will allow clients to undertake more refined audience profiling and exploit enhanced advertising targeting opportunities when planning and buying out-of-home campaigns, Kantar announced today.

There are now over 450 data points from TGI consumer data, over and above those already available on Route. The new data variables cover media consumption, lifestyles, attitudes, retail habits and life events.

Kantar’s Great Britain TGI survey is meant to give advertisers a detailed picture of day-to-day consumer behaviours, attitudes, and media consumption to help brands create highly-targeted campaigns.

Sarah Sanderson, director – insights & TGI, UK & Ireland at Kantar’s Media Division, said: “This new platform allows clients to buy the exact, refined out-of-home audiences that they identify in TGI direct from Route, without any adjustments or translations and knowing that none of the time invested in pinpointing and understanding consumers will go to waste.”

Route is the joint industry currency (JIC) for out-of-home advertising in Great Britain and is underwritten by the industry, including specialist media agencies Kinetic Worldwide, Rapport Worldwide and Talon Outdoor. The media owner guarantors are Clear Channel, JCDecaux and Global.

The fusion data will be available in the Route API supplied by Mediatel. Please contact the team on routeapi@mediatel.co.uk for more information

Mediatel operate two essential services for the OOH industry. SPACE is a collaboration between IPAO and Outsmart and is the most comprehensive and up-to-date list of inventory in the UK. The RouteAPI is a SaaS solution that enables easy integration of Route audience data into client's systems. See mediatel.co.uk for more information. To find your new job in out-of-home visit Mediatel Jobs a dedicated marketplace for media, advertising, martech and adtech roles.

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