GroupM launches new consumer and media insight solution

Media investment company, GroupM has launched ‘LIVE Panel’, a new data capability for brands to more efficiently develop precise and targeted media plans so advertisers can more effectively reach their audiences, measure outcomes and seize competitive advantage.LIVE Panel offers clients access to 5.5 million consumers in over 30 countries, delivering actionable insights needed to inform media decisions for both global and local campaigns. The new platform also connects with multiple data sources across Kantar’s market and integrating with GroupM media agency planning tools to accelerate time from insights to planning to implementation of advertising campaigns.The new platform helped several GroupM media agencies such as Mindshare, MEC, MediaCom, Maxus and Essence to build distinguishable market offerings that leverage the best data available in regions worldwide.Irwin Gotlieb, chairman of GroupM Global said: “In an era of continually evolving consumer behaviors and media preferences across a wider array of channels, marketers who have the most intelligence are at a distinct advantage, and our unique knowledge of audiences worldwide sets us apart in the industry,”“Leveraging WPP’s data and analytics investments, we know more about media use and consumption behaviors than anyone else. LIVE Panel operationalizes this knowledge to turn consumers into audiences and audiences into customers more nimbly and efficiently for our clients’ advantage.” he added.Eric Salama, CEO of Kantar said:  “GroupM’s use of our global Lightspeed consumer panels and the integration of a number of our unique data sources - BrandZ, TGI, Connected Life and Kantar Worldpanel ComTech - into LIVE Panel fully realizes the power of Kantar’s insights capabilities by embedding them into agencies’ media investment management tools,”