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The Insights People unveils new Media Mix Compass tool

New tool aims to help brands and agencies in planning, monitoring and evaluating their media campaigns.

Kids and parents market intelligence specialist, The Insights People has launched its new Media Mix Compass.

The new media planning tool aims to assist brands and agencies in their planning, monitoring and evaluate their media campaigns across the 13 countries in which The Insights People operates.

The new tool is based on data collected by surveying more than 5,000 different kids, tweens and teens (between the ages of 3-18) every week. Developed in close collaboration with a number of clients, including global agencies, it will help marketers and planners increase the effectiveness of their campaigns by reviewing 11 different types of media. The tool, which updates in real-time, is GDPR and COPPA compliant and is designed to help brands which are having to adjust to the rapidly changing media ecosystem that children now live in.

Brands can segment the data not only as a global view, but by country, region, gender, age, persona and by their specific attitudes, behaviours and consumptions. The Kids Insights Media Mix Score (MMS) will show the power of each media type for your defined target audience, considering the preference, time spent and reach for each media type and platform.

“With the kids advertising industry worth nearly $5bn a year, there has been an inherent lack of tools to help in the planning, measurement and evaluation of media spend,” said Claire Garner, research and trends director at The Insights People. “With this generation of kids having far greater privacy protection and their worlds becoming more fragmented, we have made it our mission to help brands understand the full picture and ultimately improve their ROI across their business.”

Nick Richardson, founder and ceo of The Insights People, added: “We are very proud at what we have developed, and we would like to thank all of our clients who have worked with us to scope, develop and test a solution which was required by the industry, as for the first time, they now have the ability to compare a linear TV channel vs Fortnite or TikTok.”


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