Industry’s Only Integrated View of Consumers’ Behavior Across Mobile and Online Platforms
BOSTON, MA and SEATTLE, WA–(Marketwire – May 5, 2011) – Compete, a Kantar Media company, and mobile audience measurement firm Ground Truth today unveiled the industry’s only two-screen view of digital consumer behavior, across both online and mobile platforms. Compete’s industry-leading panel combined with Ground Truth’s mobile data provides detailed, cross-platform insights into consumers’ behavior as they alternate between screens to browse, search, shop, social network and stay digitally connected. This dual-panel methodology will offer marketers numerous advantages over existing approaches, including the ability to combine demographic and cross-platform behavioral data while solving the duplication issue common to cookie-based approaches.
According to mobile research conducted by Kantar’s TNS Mobile Life 2011 study, there has been exponential growth and significant changes in mobile use. Over the past year, the number of mobile web users visiting social networking sites grew more than 50 percent globally and went from 26 to 50 percent in emerging markets. And social networking isn’t the only large beneficiary of the mobile evolution. According to proprietary Compete research, 31 percent of smartphone owners search for coupons on their devices at least three or more times a month, and more than one in four use barcode scanners on their devices while shopping.
“Understanding consumer behavior across online and mobile will become more and more important for advertisers, publishers and agencies — particularly as mobile usage continues to evolve,” said Scott Ernst, President of Compete. “Today, you absolutely must view digital consumers holistically; otherwise you’re designing campaigns, buying media and doing vital brand research with only a partial picture of your consumers.”
“Mobile is an increasingly important channel and facilitating cross-media measurement of consumers is the Holy Grail of marketers,” added Michael “Luni” Libes, Founder and Chief Technology Officer of Ground Truth. “We are thrilled, through our relationship with Compete, to provide the marketplace with a comprehensive view of the online and mobile behavior of tens of millions of consumers.”
The partnership between Compete and Ground Truth will create the first and only cross-channel view of consumers’ behavior as they move between mobile and online platforms. The new multiplatform solution will measure two-screen browsing and application use, media effectiveness and response to online advertising. This will help advertisers identify and respond to mobile competitive opportunities and threats, drive brand loyalty, measure transactions and make better decisions about investing in digital strategies.
Publishers can now measure mobile properties alongside other digital and traditional media properties, accurately projecting ROI and more precisely valuing their media. Lastly, agencies can now quantify the role of mobile in the media mix alongside other channels to make more informed media buying decisions and design strategies to also leverage mobile for direct response.
“The mobile channel has now reached the epicenter of digital marketing,” said Michael Collins, CEO of Joule, a mobile marketing agency within WPP. “Because it can provide the reach of TV, impact of print, geographic relevance of outdoor and interactivity of online, mobile connect channels and compound their effects in a multi-channel ecosystem.”
About Ground Truth
Ground Truth is a mobile measurement firm that delivers the precise, timely and actionable mobile intelligence required for operators, advertisers and publishers to measure, optimize and grow their businesses. As the sole provider of actual usage data aggregated from millions of subscribers using True View™, a patent-pending census-based methodology, Ground Truth sets the benchmark for Mobile Internet measurement. Ground Truth is headquartered in Seattle, Washington and is venture-backed by Emergence Capital Partners, OPENAIR Ventures, Steamboat Ventures and Voyager Capital. For more information about the company, please visit www.groundtruth.com.
Compete, a Kantar Media company helps the world’s top brands improve their marketing based on the online behavior of millions of consumers. Leading advertisers, agencies and publishers rely on Compete’s products and services to create engaging online experiences and highly profitable advertising campaigns. Compete’s online panel — the largest in the industry — makes the web as ingrained in marketing as it is in people’s lives. Compete is located in Boston, MA, with offices throughout the U.S. For more information, please visit www.compete.com.
About Kantar Media
Established in more than 50 countries, Kantar Media helps clients master the world’s multimedia momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors — Intelligence, Audiences, TGI and Custom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide. www.KantarMediaNA.com/