Starcom MediaVest Group (SMG) has rolled out its proprietary PACE Panel in India. The PACE Panel is a proprietary global consumer knowledge platform that combines media usage data in context with custom research and convenience panel capabilities with data collected via mobile devices.
“The PACE Panel is SMGs investment in ensuring that we continue to deliver cutting edge media solutions to our clients. We are committed to driving precision marketing and our philosophy is to use technology to deliver relevant and real-time media and communication strategies for our clients.” said Malli CR, CEO, Starcom MediaVest Group, India
The PACE Panel has been developed with RealityMine, a provider of mobile market research technologies and consumer analytics, utilizing the company’s proprietary technology platforms which power TouchPoints™ in multiple markets around the world. TouchPoints is the only syndicated consumer insights and cross-platform research product designed to inform integrated communications strategy, planning and execution.
SMG’s PACE Panel platform consists of ongoing consumer understanding that informs strategy, activation, and analytics by providing globally consistent, yet locally relevant data that unlocks key audience behaviors and purchasing trends across categories. It is based upon an opt-in eDiary that collects information on location, social settings, activities, media usage and emotions every half hour, and also passively tracks the activities of mobile device usage.
The platform is connected with and integrated in SMG’s audience management platform in order to sync with all other data sets. In addition, PACE Panel provides custom research opportunities with re-contact questionnaires and custom panels which provides marketers with new ways to generate rich understanding and measurement across niche targets for product development or concept testing as well as media planning and activation.
“SMG’s PACE Panel provides the contextual data that ensures we place messaging and content that will generate reach with as much relevance to the consumer journey and as close to the point of purchase as possible. Furthermore, this single source data set and platform offers a rich understanding of how time and place can improve message relevance in specific categories,” said Kate Sirkin, EVP, Global Director of Audience and Measurement Solutions at Starcom MediaVest Group. “SMG’s PACE Panel is an example of a best-in-class product that effectively applies audience and measurement solutions to best connect brands with the pace and purpose of people.”
“With ad buying increasingly moving from a focus upon ‘media’ to ‘audience,’ behavioral and contextual analytics are emerging as the key to relevant consumer understanding and insights,” says Garry Partington, RealityMine CEO. “SMG has been a leader in defining this evolution and we are delighted to be partnering in this global expansion of what has been a truly revolutionary PACE panel.”
In the US and the UK, the PACE Panel is already live as it is based upon existing capabilities of the TouchPoints initiatives. The panel will be live in India by the end of 2015, along with 19 markets including Canada, Australia, and Russia.