LONDON [GLOBAL]: 19 September, 2014: tenthavenue, WPP’s connected audience activation and product company, in partnership with Kantar TNS announced today the launch of mFluence, the global planning insight tool developed by mobile marketing agency Joule and global research agency Kantar TNS.
mFluence utilises data from Kantar TNS’s Connected Life survey, a study of 55,000 internet users across 50 markets, which offers essential insight into the impact of the growing digital ecosystem on the media landscape. Owned by tenthavenue, this proprietary system enables the survey data to be pivoted in multiple ways, delivering over 24 billion different data permutations to address almost any planning question with unequalled depth and understanding.
mFluence gives media planners the ability to understand a series of complex data points – such as consumer behaviour across multiple markets, demographics, social economic groups, consumer segments and product purchase - through a series of in-depth filters, and then shape and articulate these into actionable media planning insights.
It reveals how paid, owned and earned media channels impact directly on a consumer’s decision to purchase products and engage with brands, and how this behaviour differs between online and offline. In addition, it empowers media planners to cluster audience segments based on actions, behaviours and activities. This means planners can determine the correct content and channel strategy to target consumers at the point where brand interactions will have the biggest purchase decision impact.
mFluence has been in ‘beta’ with global market leader Unilever since Nov 2013, and according to Jay Altschuler, Director of Global Media, has since become their ‘connected-device centralised planning methodology’ across the world.
Rupert Day, CEO of tenthavenue said:
“mFluence was developed in order to directly address client ‘path to purchase’ media planning needs. We saw the opportunity to build an incredibly powerful tool that gives planners actionable, data driven insights at the beginning of the planning process, resulting in more successful campaigns across any market.”
Jonathan Sinton, Digital Director, Global Accounts at Kantar TNS said:
“Joule and tenthavenue have taken our Connected Life insights and transformed them into a powerful brand planning tool for the media industry. mFluence will help brands understand the digital consumer, and how they engage with different categories at different moments of the day. This launch is an exciting development, providing brands with the precision insights they need to connect with their consumer, at the right time on their journey.”
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Notes to Editors
Joule is a global, mobile first marketing agency. Thinking smarter, we shape, create, distribute and measure brand experiences across multiple channels. Experiences that people want to be a part of, whether that's on mobile, across multiple screens or as a fully integrated immersive media experience.
Providing an end-to-end service that cuts through media and creative silos, we work with brands and partner agencies to ensure mobile works properly. Our team consists of mobile strategists, creatives, designers and media planners, who use some of the mobile’s most sophisticated proprietary tools to deliver campaigns across multiple screens that resonate and perform. Joule counts some of the world’s most eminent brands amongst our client base, including Unilever, Paramount, Dell and Yum!
Joule is part of WPP Group (NASDAQ: WPPGY) and resides within tenthavenue, WPP’s agency network dedicated to delivering specific audiences and outcomes to clients.
tenthavenue is a WPP company challenged with finding fresh, modern ways to reach consumers with relevant content at the right time and place. Sometimes surprising, always innovative, tenthavenue is firmly positioned as a leader in the new media universe.
tenthavenue’s vision is to provide optimized performance wherever people on the move engage with the world. tenthavenue’s mission is to be the leading global company to identify and build tailored audiences and outcomes, across multiple channels and devices, in environments outside the home.
About Kantar TNS
Kantar TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and customer and employee relationships, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, Kantar TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world.
Kantar TNS is part of Kantar, the data investment management division of WPP and one of the world's largest insight, information and consultancy groups.
Please visit www.tnsglobal.com for more information.
Kantar is the data investment management division of WPP and one of the world's largest insight, information and consultancy groups. By connecting the diverse talents of its 12 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 27,000 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies. For further information, please visit us at www.kantar.com