Kantar Media Reviews

I use Kantar Stradegy, one of Kantar Media's products, for competitive purposes. I like that all media is in one area with this product: TV, Magazines, Digital. It's helpful that these can be further dissected between national and local media (local newspapers and spot radio). Kantar actually has a plethora of options to choose from so your report can be as granular as needed.

Digital properties are often under reported in this system.

The system is sometimes slow- it would be nice for operations on the back end to be updated so the process for users is more efficient. Sometimes running reports can take a long time depending on the volume of data being added.

It's important to remember that the information collected by Kantar Media should be used directionally to inform media recommendations, as not all the brands included in the data are 110% accurate in the spend they are accounting for.

And save often! Save your sets so your team can easily use the same competitive sets and media/property set each time instead of recreating new ones- Huge time saver!

Kantar is a comprehensive tool we use in advertising to get a look at brand share of voice, spend among top competitors in the space and a good look at which media properties they are spending on. We are able to draw insights and provide recommendations to clients based off of this data.

It gives me a snapshot of what competitors are doing across various mediums in one place. It also provides me with more detail if I chose to explore one particular piece or industry of media.

The dashboard layout is a bit clunky and the templates used to push out powerpoint information is outdated.

It is a great tool but just remember that you're dealing with estimates and averages. The data is also about 2 months behind, so something else to keep in mind.

I'm able to provide our clients with high level information on competitors. And internally I can review in more detail to see if what they are buying in the media landscape is helping them gain that competitive edge; prove some of our theories to the client and help the client achieve their goals.

SRDS is a good resource to start searching for niche and hard to reach publishers and websites, especially in the B2B space. Their competitive product works well and simple to do runs for analysis.

With the rise of digital, it may be hard for a Kantar to keep up. SRDS May get outdated by the likes of Nielsen and comScore. For competitive tracking since most media is going programmatic, they need to create new solutions to stay afloat.

Just jump in and start using it. The platform is very easy to use and it is mostly, trial and error when working in it.

When working on a new campaign media plan strategy you need to know the marketplace. Kantar’s suite of services help start and streamline the process for marketers.

Kantar Media allows for easy creation and saving of ad spending reports at the national and local level. You can save reports to run at a later time (or if they are recurring reports) or build easy-to-use dashboards as well. You can look at places current clients spend their marketing dollars (e.g. where does Heineken spend their ad dollars) or look at media providers and what types of clients run across their particular platform (e.g. who spends on ESPN?). You can also slice out by time as well (quarterly, monthly, yearly or by custom date ranges).

Some of the data output to Excel can be a bit wacky, though you can take the data and feed it into a system such as Tableau to better visualize it.

Kantar does everything right, though part of me wonders if they would ever merge in with comScore to compete with Nielsen and their AdViews/Monitor Plus platform.

I wish they were able to track ad networks/DSP's and that they brought in social media data (though that may change with their new partnership with Pathmatics).

We use Kantar Stradegy for competitive analysis of the media landscape. You can design custom reports to show monthly spend, GRPs by brand and drill down to specific DMAs. Information can even get as granular as which program and time a TV ad ran and which magazine it was in for Print!

Some Kantar data isn't as current as we'd like it to be. These numbers should always be used directionally and not as the Bible- as it is impossible to have 100% accurate data to the tee.

Create public reports that can be used as a template for recurring pulls. For example, we deliver quarterly reports to the client and instead of building the same reports tailored to our needs, it's such a huge time saver to rerun the same report with refreshed dates. This way other people on your team can also view the reports and use them too.

The benefit of using Kantar Stradegy is having an overview of media competitive analysis for brands using one succinct tool.

Competitive reporting for clients

You are able to pull different types of reports, whether it's a trend report or media mix report. There are different way to slice and dice data to compare against other brands.

It's pretty hard to navigate. More like awful. Not use friendly at all. I have to run reports 3-4 more times before I can figure out what is going wrong and why I can't pull a certain data point. It's very much a trial and error process. And this takes quite a while depending on how much information you're pulling, so each report can take at least several minutes.

Recommend this tool to get an idea of the competitive landscape for your client

I use this tool mainly to figure out if there are any other competitors in the market for a certain client. It helps us determine what media types the competitors are utilizing and compare against what my own client is running. That way we can see different strategies on how to make the client presence larger vs competitors

Through Kantar Media's Ad Spender tool, I am able to discern top companies/products/brands and their ad spend YoY to see how things have changed. This varies from Cable TV, Network TV, Magazines, Newspapers, Outdoor, etc., to be able to show a holistic approach of how media dollars are being spent or how those have shifted throughout a key timeframe. Do all of this in your own custom reporting to see what's relevant to you.

Unclear exactly the definitions as to what each of the media dollars contains. You also have to a wait a bit to be able to download the excel you just created. The tool is a bit funky at first to learn all the nuances and the ins and outs of being able to pull a report correctly, but once learned it's fairly simple.

Make the most of this data, as there is a lot that can be teased out from it and lots that you can find value from. This is a great way to be able to garner information for both you and your clients about media spend and trends in the marketplace.

We are able to discern where company spend is going, and where it has been shifted over key time frames. This helps us to be able to come with stories for our business, as well as help big brands determine the shift in spend from one platform to the next. It helps our clients fill a hole by providing top-line data analyses.

We use the Kantar Media Yellow News service as our sole media monitoring tool. Our subscription covers print media and we get alerts throughout the day straight to email as coverage is picked up. The dashboard has some great features and the analytics allow us to show results in a tailored way.

We have had some issues with getting keywords in place and exclusions applied appropriately, but the account managers have kept on top of things.

DrThis is our only media monitoring service so it allows us to keep track of any mention of our organisation and associated bodies. Using this we're also able to show the results of our PR activity.

I like that it gives media info/prices for media outlets.

I dislike that it is confusing to use and doesn't have a lot of the brands I search for

We are solving which outlets would be the best for ads for certain companies. Benefits is being able to see what companies are placing their ads where, what media certain consumers are looking at, and not wasting money buying media that our target consumers aren't looking at.

There is a comprehensive listing of magazine publications, as well as in-depth spending information that helps my team with lead generation and intelligence about the marketplace.

Sometimes, the rates are based on open rates, so the numbers seem a bit inflated which can be misleading.

It is a great investment, and comes at a reasonable price. If you're in the marketing arena, this is a must-have.

We have generated leads, closed business, had better sales calls, and just better knowledge about the print landscape in general.

Kantar Media is a great competitive ad spend tool and a must have tool in any research department. Full media coverage and always improving and refining its methodology

Digital reporting is still under-reported vs. actual spends

Any and all competitive projects including share of spend, placement details and category trends.

Kantar Media allows business owners to make decisions for the company based on data from the prospect clients or customers. It makes some things in marketing easier.

I cannot thinknof anything that I dislike.

It makes the decisions easier when knowing advertising routes or different things for reaching customers.

Ability to collect large amounts of data quickly and efficiently

Sometimes brands/companies I am trying to collect data on are not found in the database

Competitive analyses, presentations to clients