MultiMedia Mentor®
Your people-centric view of media and brands
In today's advertising and media world, combining digital and traditional media for maximum strategic targeting is now a requirement for brand building and media planning. Yet, where do you obtain the necessary breadth of media detail combined with depth of consumer brand behavior? MultiMedia Mentor®, creates these linkages for you, doing so with unparalled precision serving media companies, ad agencies, marketers and researchers. With MultiMedia Mentor®, you have the richest industry information about the time people spend within and across media (including your brand and category users) all of which you can leverage for more effective marketing and media action. MultiMedia Mentor® services are available as both a syndicated and custom service.
New in 2009!
Now MultiMedia Mentor not only delivers a unique combination of accurate, ongoing media behavior measurement, and exclusive analytical software with our syndicated offering, but also a direct linkage to people's attitudes and brand views for custom survey analytics. We can offer this custom view because all Mentor data is now collected on KnowledgePanel – the only online panel based on a representative sample of the full U.S. population, including cell phone-only households and other hard-to-reach groups including Hispanics.
Click here for Spring 2009 product updates.
The value to you in syndicated MMM:
Roadmaps to best in class targeting and brand building
MultiMedia Mentor can help you
- Find the media incrementality you need in your planning -brand targeting
- how best to combine Internet, TV and mobile media to reach upper-income targets
- Identify how people are using and combining new and traditional media
- how much emphasis to put on Internet in a campaign designed to reach working mothers with young children
- understand media shifts by tracking how emerging media are affecting time spent with traditional media
- find out how innovative media combinations can get more value from advertising dollars
- how to use television, digital and radio together to reach Hispanics in Spanish dominant households
- define the packages and impact of advertising across multiple media properties, including Web sites, mobile applications, and more
Mentor has two key access options:
- Media Scan, which reports time spent with media by people who can be defined via thousands of variables, and
- Media Mentor, which shows innovative ways to use a specific budget to reach given targets
Methodology: Depth and breadth backed by a probability-based online sample
Mentor is rooted in continuous measurement of people's interactions with media – using a representative nationwide sample of the full population. We survey online for their time spent (including simultaneous use) with eight key media – TV, Internet, radio, magazines, newspapers, videogames, mobile media, and cinema – across the past 24 hours. At the same time, we collect in-depth information on their use of a variety of product categories, from beverages to credit cards.
Customized MMM
In addition, because the MultiMedia Mentor measurement is conducted on KnowledgePanel®, we can now easily create custom Mentor views. These views can take two forms:
- Media and/or Brand Behaviors that enrich the core Mentor data set with a customized set of detail about time spent with specific media properties and /or brand usage
You can, for example, track the simultaneous Internet and TV use of people who are frequent consumers or users of a beer brands, fans of a particular team, or members of any other consumption or affinity group
- Linkage of Media and/or Consumer Brand Behaviors with Custom Survey Research – whether your need is understanding attitudes and usage, brand segments or new product potential.
With a detailed custom study, you can study almost any type of brand/media connection, such as
- where and how people are exposed to a media company brand that has multiple Web sites (including mobile), programming available online, a magazine and more
- how those who are heavy versus light users of a specific credit card or retail outlet or other service differ in their uses of media
MultiMedia Mentor reflects KN's commitment to informing client decisions with the most accurate and relevant information. From questionnaire design to collection to analysis, we make precision and practical value key priorities of our research.
Give yourself the confidence to be sure about your brand building through media.
FEATURED INSIGHTS
- MultiMedia Mentor®: Providing New Depth and Breadth in Defining Your Consumers' Brand/Media Connection
- Beijing and Beyond: A Customized Approach to Defining the Impact of Cross-Media Events
David C. Tice - Following the Dollars in New Media and Marketing
Interview with Joe Mandese - Meeting the Challenge of Cell Phone-Only Households, Young Adults and Minorities: Introducing Address-Based Sampling to KnowledgePanel®
Charles DiSogra, J. Michael Dennis, and Patricia Graham - Staying a Step Ahead of the Media Tide
Henry Laura - Digital Realities
Martin Zagorsek - Defining the Value of Cross-Media Properties and Advertising: A New Approach Offers Efficiencies, Savings, and Accuracy
David Tice - "Engagement" is in the Eye of the Beholder
Maura Clancey - Finding Metrics for a Brand-New Medium
Interview with Lynn Gutstadt - Accurate Measurement & Media Hype: Placing Consumer Media Technologies in Context
David Tice - Bringing Branding and Research Together to Understand Consumers
Interview with Christopher Piotrowski - Thought Leader Forum: Opportunities In Media Convergence
John Carey, Albert Cheng, Richard Fielding and Horst Stipp - Leveraging the Connections Between Media Choices and Lifestyle
Maura E. Clancey and Robert L. DeFelice
