Full Media Investment Evaluation Suite launched in China by Kantar Worldpanel China and CSM
Kantar Worldpanel, the Global Leader in consumer panel insights today announces the launch of a new suite of Media investment evaluation research tools for the China FMCG marketplace.
The new suite combines the unique power of CSM audience measurement (the market currency China's TV and Radio audience measurement network) with the Kantar Worldpanel China household panel, resulting in a uniquely powerful and non-replicable media capability. Core to this new capability is real behavior. Real purchase behavior from the leader in consumer panels in China and real TV viewing behavior from CSM.
The requirement to understand the behavioral impact of advertising has never been stronger than now. With tightening budgets and investors demanding assets that make consistently strong returns, these days it is impossible to consider media investment without also considering its sales impact.
Therefore it is the utility of real consumer behaviour at the heart of Kantar Worldpanel's new capability that provides advertisers, media owners and media planners alike two critical strategic functions:
- The ability to quantify in real terms the return on investment of individual campaigns
- The ongoing ability for significantly enhanced targeting and planning
For the first time in China advertisers and their agency partners can develop media strategy with the confidence of the two market 'currencies' in the critical areas of media research behind them.
Ms Ruoyu Chen, President of CTR, commented: "Combining the TV viewing data and purchase behavior data will enable advertisers to clearly estimate the impact of advertising on consumer behavior. Both datasets come from our continuous research solutions and this will greatly enhance advertiser’s ability to understand their media return on investment. We are excited to see Kantar Worldpanel launch this brand new media investment tool."
"A new media environment in China requires a new way of measuring success. Kantar Worldpanel is uniquely placed to help advertisers to improve their media investment efficiency. We have already established the media evaluation and profiling capabilities in Europe and I am pleased to see we are able to bring the critically important insights to our clients in China, " said Marcy Kou, CEO Kantar Worldpanel Asia.
Paul Wang, Managing Director CSM Media Research, said: "Our mission as marketing research organizations is to better serve the advertising industry by delivering greater insight into real marketing effectiveness. Putting the power of actual media consumption behavior and product consumption behavior data sets together is an exciting step forward in this direction. CSM Media Research is pleased to be launching this new initiative and working with the industry to leverage learning from the data sets to drive stronger advertising ROI."
Notes to editor:
Kantar Wordpanel China continuously measures household purchases over 100 product categories including cosmetics, food and beverages and the toiletry/household sector. Its national urban panel covers 20 provinces and four municipality cities (Beijing, Tianjin, Shanghai and Chongqing).