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© Kantar Media
MRG Tools of the Trade: TGI Monday 4th April 2016
Emma Hargreaves
Introduction:
What is TGI & Who Uses it?
Stories
New Developments
TGI can tell you that…
TGI Clickstream 2015 Q3
Xbox One males are twice as likely to be over 30
and still living at home.
TGI can also tell you that…
GB TGI Clickstream 2015 Q3
37 % of people who own a Sony PlayStation 4
do NOT take part in ANY exercise!
160
158
157
150
140
131
131
130
129
128
47%
45%
46%
48%
51%
59%
51%
57%
48%
59%
I am constantly looking to see if I have a message or e-mail on my mobile
I like to listen to new bands
I couldn't live without the internet on my mobile phone
I like to try new drinks
I have a keen sense of adventure
I like to eat take-away meals
I try to keep up with developments in technology
I should make an effort to read more books
It is important to be attractive to the opposite sex
I have a very good sense of style
% Index
Top Lifestyle Statements: Gamesradar.com
TGI Clickstream 2016 Q1
Who We Are – Kantar Media
Demographics Product and Brand
Usage Attitudes and Motivations
Leisure Activities Media and Digital
Consumption
TGI Clickstream
TGI data delivers the complete view of consumer behaviour and characteristics.
Global Footprint
NORTH
AMERICA
LATIN
AMERICA
EUROPE
MIDDLE
EAST &
AFRICA
ASIA &
PACIFIC
USA Canada Argentina Brazil Chile Colombia Ecuador Dominican Republic Mexico Peru
Puerto Rico Venezuela
China Hong Kong India Indonesia Japan Malaysia Philippines Singapore
South Korea Taiwan Thailand Vietnam Australia New Zealand
MEDIA AGENCIES
• Understanding markets
• Media Campaign Planning &
Buying
• Effective targeting
MEDIA OWNERS
• Understanding their
audiences
• Supporting advertising sales
• Media brand positioning
BRAND OWNERS
• Better understanding,
segmenting and targeting their
consumers,
• Optimizing brand messaging and
communications strategy
Who uses TGI
Methodology:
GB TGI & TGI Clickstream
The GB TGI Survey
24,506 British Adults aged 15+
50% recruited face to face, 50% via online panel
Data collected via printed questionnaire or online
Respondents given a reward of £5 to £25
Weighted to GB population and the NRS
Continuous rolling fieldwork
Released every quarter with 12 months of data
Results via Choices, IMS or Telmar
software
3. Which brands do you drink? Most Often Others
Amstel…………………………………
Becks………………………….
Budweiser Budvar…………………………
Carling……………………….
2. How many half pint bottles have you drunk?
In-home Elsewhere
10 or more in last WEEK…………
7,8 or 9 in last WEEK……………….
5 or 6 in last WEEK……………….
3 or 4 in last WEEK……………….
1 or 2 in last WEEK………..
1 or more in last MONTH…………….
None in last MONTH…………….
1. Do you ever drink it either in home (your own or
someone else’s) or elsewhere?
Yes
No
Type of users
Heavy
Medium
Light
No. of users
Brand Loyalty
Brand Repertoire
Solus Users
No. of users
Penetration
AND DIFFERENT MEASUREMENTS OF USAGE EG: BOTTLED LAGER
TGI Clickstream Methodology for PC and Mobile Metering
24,506 British Adults aged 15+
21,075 Internet Users Online U & A Study Download Meter
24,506 21,075
Meter and U&A Data
Fusion
TGI Clickstream
TGI in Action:
Insights for Outdoor Advertisers
Response to Outdoor Advertising
GB TGI 2015 Q4
Redeemed a voucher with a mobile Texted/called/emailed for more info
Used a mobile phone to scan a QR code
Researched a product on a mobile phone in response
to outdoor advertising
Purchased a product
in response to outdoor advertising
Talked with friends about a product
in response to outdoor advertising
Researched via a desktop, laptop or tablet
in response to outdoor advertising
Taken a photo of an advert
in response to outdoor advertising
Went in store to buy the product
Downloaded an app
Posted/shared content about a brand/campaign
Interacted directly with brand page on social media
Used a Phone to Make a Purchase at the Time
4%
21%
30%
17%
17%
5%
A
B1
C1
C2
D
E
SOCIAL BRACKETS
36%
31%
17%
11%
3%
1%
15-24
25-34
35-44
45-54
55-64
65+
AGE GROUPS
42% own an iPhone
28% own a Samsung
63% Agree: I couldn’t live without the
internet on my mobile phone (204) Over twice as likely to commute within London
42% Agree:
I tend to be
influenced by
comments/reviews
posted online by
other internet users
(201)
GB TGI 2015 Q4
Lifestyle Statements – Purchased at the time
GB TGI 2015 Q4
“I tend to buy products from
companies who sponsor TV
programmes”
“Advertising helps me
choose what to buy”
“Advertising within video or
computer gameplay
enhances the realism of
the game”
“I enjoy watching ads
featuring my favourite
celebrities ”
“Whilst watching TV I
search on the internet for
products I see advertised”
“I would be willing to pay to
access content on
magazine websites”
People who have taken photo of an advert are…
GB TGI 2015 Q4
Over twice as likely to have a large
amount of knowledge on clothes &
accessories (211)
Men spend 39% more than the average adult on
skincare per month
Women spend 56% more than the average adult
on cosmetics per month
30% Definitely Agree:
“I like others to look at me” (202)
Popular Brands: People who’ve seen Large Digital Screens at
the side of the road AND taken a photo at the time:
GB TGI 2015 Q4
Seen Large Digital Screens at the side of the road AND taken a
photo at the time
GB TGI 2015 Q4
35% have a LARGE amount of
knowledge about Mobile Phones
40% are INFLULENCERS when it
comes to Mobile Phones
26% have Apple Head/Earphones
Top Mobile Phone Brands
23% have posted about
mobiles and apps (436) 24% have posted about
jobs and careers (446)
38% “I can’t resist
expensive
perfume/aftershave”
(280) 30% have posted about
books and reading (357)
54% “I’m tempted to
buy products I’ve seen
advertised”
28% “I’m constantly
looking to see if I have a
message or email on my
mobile” (364)
People who have Commented on Social Media
GB TGI 2015 Q4
New Ways to Access TGI
• User-friendly web app tailored to your business
• Compare your own media brand audiences against key
competitive sets across sectors – maximising audience
value
• Quick, easy and accurate audience insights for pitches and
meetings
• TGI Audience Snapshot in Action
TGI Audience Snapshot: The New App for Accessing TGI Data
“TGI has never looked so good!!!”
“By giving our sales team the means to directly draw from a range of key consumer insights, within controlled parameters, that
prove the value of our audiences, TGI Audience Snapshot represents a major step forwards for us realising the potential value
of our various titles and sites.”
Alison Finnegan, Director of Insights
Programmatic Solutions
Four simple steps to an impactful programmatic campaign
TGI
Audiences
profiles
selected
Audiences
matched to
KBM group
offline data
sets
Propensity
models
created
against the
KBM
Database
Audience
cookies pushed
to online
programmatic
delivery
platforms
TGI KBM
Offline to Online Data Distribution
Ad Vantage- a dedicated solution for digital agencies
Translate
audiences planned
in offline media to
online channels
Leverage in-depth
consumer data to:
identify you target,
reach your
audience in
programmatic
environments
Flexible solution
that allows
audiences to be
delivered directly to
your trading desk or
DSP
Currently available
on traditional
display, Mobile
targeting coming
soon
@Kantar_Media
KantarMediaGlobal
company/kantar-media
@KantarMedia
+KantarMedia
About Kantar Media
Kantar Media is a global leader in media intelligence, providing clients
with the data they need to make informed decisions on all aspects
of media measurement, monitoring and selection. Part of Kantar, the
data investment management arm of WPP, Kantar Media provides the
most comprehensive and accurate intelligence on media consumption,
performance and value. For further information, please visit us at
www.kantarmedia.com
© Kantar Media
Emma Hargreaves
Group Account Director – Consumer Intelligence
Kantar Media
T +44 (0) 208 4336 365
Thank You
