Kantar and Route launch new out-of-home ad buying platform

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Kantar, the evidence-based insights and consulting company, has integrated its TGI consumer survey data with audience insights from out-of-home measurement currency Route in a new joint platform.

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. This is thanks to the addition of 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 gives a detailed picture of day-to-day consumer behaviours, attitudes, and media consumption to help marketers create highly targeted campaigns.  The data is relied upon by hundreds of media agencies, owners, and advertisers to inform creative planning and media buying thanks to the breadth and depth of its insight.  By combining TGI’s consumer data with Route’s rich out-of-home audience information, the new platform will enable clients to pinpoint and reach audiences more effectively, track return on investment and maximise the value of their campaigns.

Sarah Sanderson, Director – Insights & TGI, UK & Ireland, at Kantar’s Media Division, comments “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.  This exciting development gives media owners better tools to communicate the value of their audiences and agencies the confidence that their advertising will reach the targets they want to engage.”

Robert Ray, Chief Executive, Route, comments “As the Joint Industry Currency (JIC) for out-of-home advertising in Great Britain, we are always seeking to make the buying and selling of out-of-home audiences as effective and efficient as possible for media owners and agencies alike.  So, we are delighted to have partnered with Kantar to enable this opportunity to enhance Route’s profiling capabilities when analysing out of home campaigns.”


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