Overview
Kantar is the brand intelligence company. For fifty years, it has led the world in consumer understanding, studying real people and real patterns of behavior to learn why they choose the brands they do. Today, the world’s leading brands use that intelligence to get found and chosen by people and by AI, and to see which brand decisions drive sales, what their business is worth and where to invest next. Through independent Media & Creative measurement, we help brands and platforms assess the impact of their media, understand what’s driving results, and make smarter decisions for future campaigns.
How to use
- Align on the study: Vibe and the advertiser share the media plan, campaign timing, audience and study objectives so Kantar can scope the LIFT study and survey.
- Set up measurement: Before launch, Vibe provides the campaign/ad identifiers and implements Kantar measurement tagging so exposure can be captured from the start of the campaign.
- Measure brand impact: Kantar recruits exposed and control audiences and measures campaign impact against agreed brand metrics/questions. The current Vibe SOW supports up to 10 survey questions.
- Access results: The advertiser receives results through Kantar’s Brand Lift Insights Plus dashboard, providing the campaign’s brand-lift readout
