South African advertising, marketing and media industries will soon have access to consumer measurement tools, thanks to the introduction of survey delivery software developed by Kantar Media’s Target Group Index (TGI).
TGI, a global products and brands survey, is used by the majority of top 50 advertisers and media owners in South Africa.) and the Television Audience Measurement Survey (TAMS). The TGI sample is in the process of being aligned to the new currencies.
Addressing thought-leaders at a conference hosted by Ask Afrika in Johannesburg recently, London-based Head of TGI International at Kantar Media, Geoff Wicken, said TGI’s latest innovations offer sophisticated marketing solutions in the digital space, and are soon to be introduced in South Africa.
One is the TGI Target Snapshot, a web app designed for advertising, marketing and media agencies to enable their workforce to quickly and simply access and understand key insights into a product or brand’s consumers. Another is TGI Clickstream, metered consumer mobile behaviour, enabling better planning and selling amongst all players in the digital media marketplace by evaluating the most effective online inventory. Further programmatic solutions empower the delivery of effective campaigns for clients, allowing trading desks to access data from multiple sources.
“These innovations, combining online and offline data, will provide marketers with key brand insights at their fingertips, and the beauty of TGI is its ability to tie up with existing measurement currencies in South Africa. TGI will integrate seamlessly with these currencies,” said Wicken.
Wicken added that TGI’s advanced tools are not only able to provide advertisers, agencies, media owners and publishers with a better understanding of their markets, they can also be integrated with a client’s own consumer studies, enhancing a brand’s own survey information to optimise consumer profiling and segmentation.
TGI has various integrated software modules – harmonised to 70 global markets –providing a complete view of consumer behaviour and characteristics, covering product and brand use, attitudes and motivations, media and digital engagement, leisure activities and demographics. Thus TGI is the ideal vehicle for product brand positioning.
“TGI is not a measurement currency itself, but it’s the only current products and brands survey that compliments all the new measurement currencies, enriching their data and enabling smarter, more integrated marketing solutions,” explained TGI director Maria Petousis.
Ask Afrika is South Africa’s largest independent market research company, used as a preferred research partner across various industries to co-craft customer service strategies. Aside from its wide South African footprint, Ask Afrika operates in a dozen African countries.
CEO of Ask Afrika, Andrea Rademeyer, told the conference delegates: “Ask Afrika is one of Kantar Media TGI’s top five global partners, and our partnership has yielded many cutting edge developments over the past eight years. TGI in South Africa is constantly integrating benchmarks and currency support, making it a powerful player in the new brand and product currency landscape. We look forward to continuing this partnership, and to bringing new innovations to South Africa, ensuring fluidity between all our measurement currencies.”