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Atresmedia launches Kantar-powered ad tool
Spanish media group Atresmedia is to launch Atresdata, an advertising tool powered by Kantar, which aims to increase segmentation of TV and online audiences.
Through the access to Kantar Media and Kantar Worldpanel figures, Atresdata intends to offer a 360º description of each viewer, combining TV audiences data, product consumption, and behaviours expressed through social TV and lifestyle.
Atresdata will enable advertisers to create clusters and specific consumer groups following their usual purchases and their attitude towards brands and advertisement. “This new way of measuring audiences will make possible a different planning for advertising campaigns, which can count on potential high-affinity consumers,” pointed out Atresmedia during the product presentation.
Atresdata will be operative from 1 April, aiming to revolutionise free-to-air (FTA) TV and online advertising in Spain.
Juan Fernandez Gonzalez | 12 March 2016
Spanish media group Atresmedia is to launch Atresdata, an advertising tool powered by Kantar, which aims to increase segmentation of TV and online audiences.
Through the access to Kantar Media and Kantar Worldpanel figures, Atresdata intends to offer a 360º description of each viewer, combining TV audiences data, product consumption, and behaviours expressed through social TV and lifestyle.Atresdata will enable advertisers to create clusters and specific consumer groups following their usual purchases and their attitude towards brands and advertisement. “This new way of measuring audiences will make possible a different planning for advertising campaigns, which can count on potential high-affinity consumers,” pointed out Atresmedia during the product presentation.
Atresdata will be operative from 1 April, aiming to revolutionise free-to-air (FTA) TV and online advertising in Spain.
