Network news

Dentsu Aegis develops tool to deep dive into audience understanding across media

26 Jun 2018

MUMBAI: Media agency Dentsu Aegis Network’s (DAN) Indian data sciences team has developed a new tool that can radically change the dynamics of decision making in media planning. 

The tool, DAN Explore, captures the trend of changing audience behaviour across media touch points including TV, digital, and out-of-home. 

The tool was developed making use of proprietary data, agency partnerships and with the help of machine learning and artificial intelligence. 

“Through our access of deep rooted APIs with our partners in traditional and new media, and our proprietary data sources, we have endeavoured to decode audience behaviours across various platforms to capture a unified audience view to solve brand challenges,” said Gautam Mehra, chief data officer, South Asia, at DAN. 

Brands have been challenged when decoding nuances in audience traits in various subsets of consumers, but it was the growing needs of clients and brand strategists that inspired the company to probe further in assuming ways to extracting richer insights. 

The tool itself took about six months to develop but the research and development was on-going for more than two years, Mehra said. “The influence of sophisticated techniques like Artificial Intelligence, on the backbone of heightened processing capabilities, has now made deeper understanding of audiences across various touch points very real.” 

DAN is ready to roll out the tool globally and its key clients are already testing the product. 

DAN Explore will be a first in the market that examines differences in media consumption habits across television, digital, out-of-home, mobile and other touch points in the consumer’s journey to help marketers combat the challenge to determine when, where and how best to reach their audiences. 

The tool condenses and analyses audience behaviour from a multitude of sources related to search, audience psychographic, video, purchase intent, appographic and web browsing - with AI assisted guidance that translates a simple brief to inputs for the various sources of data to provide a single audience portrait. 

Mehra said it can serves as a starting point for both creative and media teams to plan and execute audience-based strategies. 

The tool will be integrated with Dentsu’s proprietary data sources like SVG|Columbus’ app inventory and M1 Panel.