Competitive media intelligence long has been a side dish for the multi-faceted research companies that do it. But the launch of Vivvix as an independent brand within Kantar will help focus management attention and innovation on the area, Feigenson said.
“It hasn’t been a top priority for the industry,” he said, but competitive media intelligence plays an important role in helping marketers allocate budgets and resources. “We’re really excited by the ability to go after this comprehensive view,” he said.
Already, he said, Kantar has been focusing more resources on coverage of digital media spending over recent years, adding coverage of connected TV and advertising-supported video on demand, for example. “Just last quarter, we launched full coverage of apps, including YouTube,” he said. “As you look across the digital landscape, that’s an area we know we’re going to have to invest in.”
Staying current on advertising activity within financial services “feels like an impossible task in today’s environment” Allie Amenta, VP of enterprise advertising and brand strategy manager at Citizens Bank, said in a statement. “I rely on the Vivvix reporting for cross-channel analyses, breaking activity and a view into competitor market presence. Daily alerts flag anything I should dig into and influence weekly reporting.”
Amenta said she expects the formation of Vivvix to “bring clients more relevant and accurate intel.”