Global Media Group Dentsu Aegis Network has announced that it has adopted YouGov’s Profiles platform for its audience understanding, strategy and activation purposes, replacing Kantar TGI.
YouGov Profiles is a segmentation and media planning tool for agencies. It uses an “always on” methodology for data collection which is predicated on accuracy as well as depth and immediacy of data.
The move will compliment Dentsu Aegis Network’s bespoke Consumer Connection System (CCS) – a suite of insight, research and planning tools which is available in over 50 markets globally.
Carat and Vizeum are two of Dentsu’s agencies that will be utilising the new platform. The switch to Profiles will enhance their ability to better service their clients in today’s fast paced, data-driven, digital media world.
Dentsu’s initial two year Profiles licence includes integrated access through Nielsen’s IMS platform.
Alison Drummond, Head of Insight and Analytics at Carat: “Because of the depth of data YouGov Profiles provides and the speed with which it can be augmented, we are already able to build planning segments for our clients that were not possible before, which will give us a greater ability to drive return on marketing investment for our clients.”
Ben Leet, UK General Manager at YouGov: “Many agencies have been using YouGov Profiles as a supplementary platform for some time now, and our new relationship with Dentsu Aegis Network is testimony to our hard work, and our belief in a better way to both collect and connect the data that is vital in today’s media planning landscape.”