Kantar Advertising and Paid Search Intelligence

Kantar Advertising and Paid Search Intelligence is a solution designed to help advertisers, agencies, and media owners measure and optimize the effectiveness of their content and activity across all media channels, including paid search. According to the vendor, this software solution is suitable for businesses of varying sizes, including small, medium, and large companies in industries such as advertising, marketing, media agencies, digital marketing, e-commerce, and retail.

Key Features

Campaign Effectiveness & ROI: According to the vendor, users can optimize their media mix across channels to deliver impactful campaigns and improve return on investment. They can also link campaign effectiveness to purchasing behavior to potentially boost returns on media investment. The tool allows users to identify touchpoints with the greatest impact and understand how they work together to maximize media and marketing spend.

Programmatic Activation: The vendor claims that users can easily turn consumer segment insights into advertising by activating profiles in media targeting. They can target shoppers based on their actual purchase behavior across all retailers and channels. The solution also offers audience activation services to enrich prospect databases and enhance targeting. According to the vendor, users can measure and optimize targeted marketing strategies on an ongoing basis.

Audience Measurement: The vendor states that this solution allows users to connect data to improve audience engagement and inform strategies. Users can understand real-time media consumption across platforms and devices. The tool combines advanced technology and data science techniques with local market knowledge. According to the vendor, the data provided is trusted currency-grade data used as the basis for trading.

Creative Development & Evaluation: According to the vendor, users can build a robust foundation for creative platforms based on relevant human insights and consumer behavior. They can optimize creative to stand out, create meaningful impressions, and drive brand growth. The tool offers AI-powered tools that can predict creative effectiveness in just 15 minutes. Additionally, users can identify markets where creative can successfully transfer with predictive AI models.

Consumer Profiling & Targeting: The vendor claims that users can rely on verified data to identify and reach their ideal audience. They can access and activate insights easily with flexible and simple-to-use analysis tools. The solution allows users to use data to show competitive value to advertisers across different media channels. Users can optimize media planning by finding the most relevant target audiences and advertising activation choices, according to the vendor.