Kantar Worldpanel Partners with Facebook For Advertising Measurement Service
Dated: June 24, 2016
Kantar Worldpanel has announced their partnership with Facebook which will bring Facebook mobile ad exposure data in Kantar Worldpanel’s Consumer Mix Model (CMM) service. The enhanced CMM tool combines Facebook’s mobile ad exposure datat with Kantar Worldpanel’s continuous consumer packaged goods purchase data to provide brands with an accurate assessment of the effectiveness of their cross-media advertising campaigns. Kantar Worldpanel’s new service is now available in the UK, France, Spain, Portugal, Brazil, India, South Korea and Taiwan, with additional Asia Pacific and Latin American countries to follow throughout 2016.
The tool allows brands and advertisers to understand the real impact of individual advertising campaigns on actual sales and the contribution Facebook and other media have on their return on investment. This in turn will help them to optimize their media planning and ultimately improve the efficiency of their media investment.
Josep Montserrat, Chief Executive of Kantar Worldpanel, commented, “The partnership allows our experts to build a solid understanding of how advertising works and the role that Facebook plays in a wider campaign context. Working with Facebook will allow us to inspire even better decisions to optimise advertising budgets and maximise advertisers’ return on investment.”
Patrick Harris, Director of Global Agency Development at Facebook, added here, “We believe that strong partnerships with our agency partners are key to providing advertisers with the tools they need to measure true business value on Facebook. We are excited to help inform Kantar Worldpanel’s Consumer Mix Model solution by bringing in our mobile ad exposure data in a privacy-safe way.”