MEC Bravo launches Precision
5 December, 2011
— MEC Bravo, (www.mecglobal.com
), MEC’s Hispanic media company, today announced the launch of PrecisionTM
, the most advanced and accurate ROI tool in the Hispanic market.
Precision uses data licensed from Kantar Media’s DIRECTViewTM
service, one of the nation’s largest audience measurement services, to accurately identify Hispanic consumers based on their TV viewing behavior. This data is then overlaid with their product purchases through an exclusive algorithm created by MEC Bravo, enabling the agency to create precise Hispanic ROI models and to determine the impact on sales of Hispanic communication plans.
Kantar Media’s DIRECTView provides anonymous audience viewing behaviour from satellite television subscribers nationwide and enables the measurement of the entire spectrum of live and time-shifted audience viewing behaviors across more than 350 channels.
Gonzalo Del Fa, Managing Director of MEC Bravo, commented, “This is a revolutionary tool for the Hispanic market. It’s been a challenge for all of us in the industry to accurately identify Hispanic consumers and understand their purchase activity. With this new tool, that won’t be a problem anymore. By offering valuable and comprehensive insights on the role that media plays in the purchase pathway, this will allow us to target Hispanic audiences in a more impactful and addressable way. And this will be invaluable to our clients.” About MEC
MEC delivers value by creating, implementing and measuring communication solutions that actively engage people with brands. Media planning and buying ~ Digital media ~ Search ~ Performance marketing ~ Social media ~ Analytics and Insight ~ Sport, Entertainment & Cause ~ Multi-cultural ~ Content ~ Retail ~ Integrated planning. Our 4,000 highly talented and motivated people work with domestic and international clients in 84 countries. We are a founding partner of GroupM. To find out more, visit us at www.mecglobal.com. PR Contact
Corporate Communications Manager, MEC North America