GroupM is working with Kantar Media on projects designed to integrate the return path data from set-top boxes with other data about consumers, beginning with a look at Hispanic programming and product purchases.
Linking media consumption with purchase behavior is a key to helping marketers determine the return on their advertising investments. The companies say their initiative will make it possible to identify specific Hispanic Spanish-speaking target audiences, TV tuning by program, commercial, channel and time period, commercial measurement, contextual ad performance and TV ROI.
GroupM will be licensing data from Kantar's DirecTView service and overlaying it with data from Kantar Shopcom, a data integration, analytics and insight firm. DirecTView is one of the largest national audience measurement services available in the United States, providing anonymous audience viewing behavior data from 100,000 satellite television subscribers.