Kantar Media launches groundbreaking new study giving marketers, agencies and media owners far greater insight into online consumer audiences
TGI Clickstream combines - for the first time - metered online behaviour with detailed offline consumer insight
London, 21 June 2012
Kantar Media TGI today launches TGI Clickstream, a major new study enabling brands and complex consumer targets to be analysed for the first time against actual online consumer behaviour. Similarly, with TGI Clickstream, online audiences can now be understood in context well beyond their online behaviour.
TGI Clickstream was created by connecting metered online consumer behaviour - gathered via Kantar Media's Compete meter - to the vast breadth and depth of consumer insight available on Kantar Media's long-established syndicated media and marketing survey, TGI.
TGI Clickstream will enable marketers, communications agencies and media owners to gain a complete picture of the sites, sub-domains and sections visited by specific, complex target groups of consumers - including users of over 4,000 brands - ensuring the targeting of them is as efficient as possible.
Using TGI Clickstream, engagement of target consumer groups with individual websites can be evaluated by looking at a variety of metrics, including average number of visits, average time spent on site and average page views over a specific time period. With over 1,000 websites, sub-domains and sections measured, media owners can, with far greater clarity, differentiate and thus monetise their core sites as well as sub-domains and sections.
Richard Poustie, Head of Kantar Media TGI UK, comments "Online advertising has long suffered from a disconnect between the online behaviour of consumers and their offline lives. Ad exchanges and Demand Side Platforms (DSPs) facilitate the buying and selling of online advertising and clearly there is a place for this. However, the targets traded are based largely on online behaviour and sometimes some basic geo-demographic information.
"TGI Clickstream links in-depth online insight with TGI's unrivalled breadth of consumer behaviour and attitude data, and will open up important new opportunities, efficiencies and monetisation for communications agencies and media owners alike'.
For further information about TGI Clickstream, contact Kantar Media TGI on 020 8433 4000 or email email@example.com
To download the full press release, click here
Kate Alexander, Eureka Communications
Telephone: +44 (0)20 8543 8481