Kantar Media has teamed up with I-Behavior to create Ad-Vantage, a new service that enables advertisers to reach complex consumer groups online.
The innovative is designed to save online ad planners from trying to deliver highly-targeted client briefs by solely using online user journeys and related proxies as a ‘best match’.
As part of Kantar Media’s addressable answers capability, Ad-Vantage is powered by the business’ TGI specialism, a nationally representative survey which provides in-depth on and offline consumer insights, and by I-Behavior, who are specialists in proprietary models for predicting consumer behaviour.
Stacy Volpe, Managing Director of International for I-Behavior, comments ‘We’re thrilled to be partnering with Kantar Media to bring the Ad-Vantage solution to UK advertisers. This offering, leveraging the strength of TGI data, is a win for everyone as it provides targeting based on actual behaviors so that brands may reach the right people with their message, effectively yet anonymously’.
Richard Keogh, director, Kantar Media, comments ‘Until now, when an online ad planner got a brief to target a complex consumer group, they would have to create a proxy as best they could from online user journeys. But now, Kantar Media’s Ad-Vantage initiative allows campaigns to be built around the consumer lifestyles, product usage, media consumption and attitudes that prompt particular online behaviour’.
For example, a food brand might want to reach adults who eat ice cream more than once a week and who have explicitly stated that they like to treat themselves to food they know is no good for them. Ad-Vantage gives planners the power to build this exact target using TGI, rather than relying on a proxy.
The target could be refined further, for example, by excluding heavier TV viewers to ensure the campaign builds reach.
I-Behavior then delivers the cookies to reach the TGI-defined segment. Keogh continues ‘The process from creating the target through to delivering the cookies is very straightforward but so much more efficient than the way things have been done thus far. We really believe that Ad-Vantage will make things that much simpler and better for planners, trading desks and their clients’.