Audience Data Sessions Q&A with Kantar

Rachel Macey, the UK Digital Solutions Business Partner for Kantar’s Media Division shares the company's future data predictions, and why brands and marketers should integrate consumer insight data into their digital marketing and advertising campaigns.

Kantar is described as one of the world’s leading data, insights and consulting companies, can you tell us more about the Kantar business?

Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth.

Why have you chosen to partner with Eyeota?

Through our unique TGI consumer datasets across multiple markets we hold a vast wealth of in-depth insights into consumer attitudes, characteristics and behaviour. We have leveraged this to produce hundreds of unique target segments for online activation, built on in-depth online and offline consumer behaviour. In order to establish these for online activation, we required an onboarding partner who are experts in maximising the value of digital audience data.

How are Kantar audiences relevant for advertisers?

With figures from Kantar’s recent DIMENSION study revealing that 73% of UK connected consumers say they see the same ad over and over again which is too repetitive, and 60% saying they find it intrusive to receive advertising as a result of past online activity, it has never been more important for marketers to target segments built on high quality, 100% permission-based (opt-in), fully representative consumer data that does not leave consumers feeling their privacy has been infringed.

Through the Kantar segments available via Eyeota, marketers can reach hundreds of valuable audiences across multiple key sectors, with confidence that the data is built on actual real life people behaviour as directly claimed by the individual.

How should advertisers best use Kantar audience solutions?

Our segments are available in Germany, France, the UK and the US across all major online buying platforms. Given their unique composition built on Kantar’s real-world in-depth trusted TGI consumer data, they represent a great way to reach almost any kind of target group effectively – both on social platforms, connected TV and online more generally. Because the data is built on the media data currency that is trusted and used daily by hundreds of advertisers, agencies and media owners, planners can confidently integrate their online targeting in a consistent, connected way with the rest of the media mix.

What are your data predictions for 2021?

Consumer concerns about being retargeted too much online and associated privacy worries have not gone away. In order to address this issue, advertisers and agencies are increasingly turning to a variety of strategies to ensure their online campaigns still carry impact. These include:

• Greater emphasis on ads appearing in known, trusted contexts online, so they can benefit from the ‘halo effect’ of a specific site or brand.
• Re-balancing targeting more towards probabilistic data and less focused on deterministic data. This means greater reliance on consumer surveys and panels that consumers have actively opted in to, rather than data automatically generated through web traffic and clicks, to which consumer consent is uncertain at best. This will help to enhance trust in advertising whilst also giving broader insights to marketers by revealing the ‘why’ as well as the ‘how’ of consumer behaviour.
• Increased challenging of walled gardens on media platforms as agencies, media owners and advertisers increasingly see the benefits of greater collaboration around first party data in order to engage consumers more effectively and allay their privacy and trust fears. 
• A greater shift towards in-housing elements of the media process as advertisers feel that to overcome existing challenges in online advertising they need to get more involved in the whole process and thus more and more have been making moves to take more direct control over the execution of their media strategy. This can range from taking direct control of the full range of media investment, to co-location whereby agencies literally spend time sitting within the office of their advertiser clients to work more closely together and better align on strategy.

With Eyeota, Kantar's unique consumer insights can be activated for digital marketing and social campaigns on Facebook, Instagram, Twitter, Pinterest and Snapchat.  For more information about Kantar audiences, connect with an Audience Specialist at datadesk@eyeota.com.