Highlights | Trends & Research


15 Feb - 2021

The Insights People the global leader in kids and parents market intelligence have today launched their Media Mix Compass a revolutionary media planning tool to assist brands and agencies in their planning, monitoring and evaluating their media campaigns across the 13 countries which they operate in.

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 their 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 who are having to adjust to the rapidly changing media ecosystem that children now live in. 

The Media Mix Compass provides a 360 view of kids, tweens, and teens ecosystems. 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. 

Developed by The Insights People in-house team The Media Mix Compass provides an independent account of kids’ media consumption which will help improve brands decision making, in an increasingly fragmented ecosystem. It will provide decision makers with more clarity and confidence as they increasingly look to consider new more innovative forms of engagement such as in-game advertising. 

The tool which has been built into The Insights People’s award-winning portal, which is used by clients such as Amazon, BIC, Formula 1, Kraft, LEGO, Pokémon, T-Mobile and Warner Bros. Future developments for the platform will utilise the latest data science and machine learning technologies to build a predicted media mix score for up to 12 months in advance.

For more information on the Kids Insights Media Mix Compass, and to receive complimentary access to the tool and a copy of an example report please visit: www.kidsinsights.com/mediamix

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