GroupM [m]PLATFORM: Your [M]arketing Advantage
[m]PLATFORM is an audience intelligence and activation solution launched globally as well as in China by GroupM, the media investment management group of WPP, in November 2016. Attention has been focused on the [m]PLATFORM launch in China, one of the world's most important markets. GroupM held a media event yesterday in Shanghai to introduce [m]PLATFORM products and services which have been used by over 100 clients of the group, explaining the value they deliver to advertisers through GroupM’s agencies.
[m]PLATFORM Media Event
"We are living in the Experience Economy. The only way to establish a genuine link between your brand and consumers is to fully understand your customers and provide them with valuable experiences," said Brian Gleason, Global CEO of [m]PLATFORM, "[m]PLATFORM is the fruit of our massive 10-year investment in technology, data collection, integration and applications. It enables advertisers to deliver personalized media experiences and brand stories across multiple media platforms."
”"The audience-centric [m]PLATFORM lets our agencies leverage personalized consumer insights to communicate with target audiences anytime and anywhere. We have localized [m]PLATFORM technology, importing unique data for the Chinese market. This will greatly enhance our capabilities, making us more responsive and more efficient," said Patrick Xu, CEO of GroupM China and WPP China.
”[m]PLATFORM Products
[m]PLATFORM is a collection of data and technology, and team global experts that are best in class in their ability to identify and activate audiences. It is an empowerment platform for GroupM's agencies as they forge marketing advantage for advertisers. It creates strong links between brands and consumers.
[m]insights is the largest audience-centric analytical platform and media planning tool. It combines cross-platform data and uses the [mp]ID, a singular consumer identifier, to activate audiences.
[m]activate provides a holistic view of creative workflow management, capping of cross-media ad frequency, location-based integrated media management, and audience activation.
[m]analytics combines online / offline campaigns and conversion data, leveraging the singular consumer identifier [mp]ID to enable analytics, attribution and optimization.
[m]report merges data onto a dashboard with intuitive visualizations to display the real-time effectiveness of campaigns.
[m]PLATFORM Benefits
Break down data silos for the most comprehensive consumer insights
Although the marketing environment is more complicated than ever, and there are mountains of data to deal with, the essence of marketing is still to understand consumers and connect them with the products, services and experiences they want. The power of [m]PLATFORM comes from its ability to integrate enormous amounts of online and offline data, including data from WPP sources like Kantar and Wunderman, from GroupM's global media partners, and from third-party providers. [m]PLATFORM connects to all the devices that consumers use daily.
Integrating data from all channels results in [mp]ID, a strong, singular consumer identifier providing the most detailed pictures of individual consumers. It offers brands a rich, holistic view of how their customers think and enables marketers to anticipate where consumers will go and what is most likely to engage them. Targeted information about audience groups and the devices they use let marketers tailor offers to reach the right consumers through the right media.
Audience precision and unprecedented scale
GroupM is personalizing brand relationships with consumers at unprecedented scale. [m]PLATFORM enables advertisers to customize messages for specific audiences and devices, providing consumers with experiences that are more relevant, more consistent and more coherent. Advertisers can also set ad frequency caps to avoid unnecessary advertising expense and consumer annoyance. In addition, [m]PLATFORM uses technologies like small-scale data modeling, and Look-Alike Audiences to deliver precision targeted, large-scale communications that are high quality and cost effective.
Simplified and real-time effectiveness assessment to optimize campaigns and better understand ROI
[m]report integrates data across all media platforms in intuitive dashboard visualizations that display real-time marketing campaign effectiveness data to support evaluation of the overall impacts of media platforms on sales and marketing KPIs. It helps advertisers optimize their media strategies quickly and effectively, resulting in maximum ROI for media investment.
"[m]PLATFORM is an open and neutral platform that acts as a glue to connect data and technologies from different partners to provide advertisers with customizable and modular solutions. We help advertisers dig deep into the data to capture potential audience information, discover and activate marketing opportunities, seize those opportunities and gain market advantage." said Mickey Zhang, CEO of [m]PLATFORM, GroupM China.
"[m]PLATFORM provides marketers in China the visibility and profile on who their consumers are, right through to the marketing impact on their business. Never before has this amount of integration and transparency, supported by best in class technology been available at scale in China." added Kenneth Tan, Chief Digital Officer of Mindshare China.
”GroupM China formed a strategic partnership with Alibaba Group at the end of September this year. The high-powered partnership is a data, resources and strategy collaboration that combines the [m]PLATFORM solution with Alibaba's Uni Marketing portfolio. [m]PLATFORM is a neutral platform that is open to cooperating and integrating with more partners from across industries, allowing GroupM’s clients around the world to leverage the unrivalled [m]arketing advantage.
About GroupM
GroupM is the leading global media investment management company for WPP’s media agencies including Mindshare, MediaCom, Wavemaker, Essence and m/Six, and the outcomes-driven programmatic audience company, Xaxis. Responsible for more than US $108B in annual media investment by some of the world’s largest advertisers, GroupM agencies deliver an advantage to clients with unrivaled insights into media marketplaces and consumer audiences. GroupM enables its agencies and clients with trading expertise, data, technology and an array of specialty services including addressable TV, content and sports. GroupM works closely with WPP’s data investment management group, Kantar, and together they account for almost 50% of WPP’s group revenues of more than US $19B. GroupM delivers unrivaled marketplace advantage to its clients, stakeholders and people.
About [m]PLATFORM
[m]PLATFORM is GroupM’s audience intelligence and activation platform, enabling a single comprehensive view of a clients’ consumers through planning and execution of adaptive advertising campaigns that deliver personalized advertising at scale. At the core of [m]PLATFORM is the uniquely powerful consumer identifier, [mp]ID, which unifies consumer information across all devices, screens and data sets for one consistent perspective on consumers in a target audience. This universal id enables measurable engagement and attribution through to purchasing behavior. [m]PLATFORM is both technology suite and a worldwide service organization comprised of technologists, data scientists, analysts and real-time biddable media experts across 50+ markets.