NEWS25 March 2015

Starcom MediaVest expands PACE panel

North America Technology

US — Global media comms agency Starcom MediaVest Group (SMG) has announced the expansion of its consumer knowledge platform PACE panel into new markets.

The PACE Panel was developed with RealityMine, a mobile market research technologies and consumer analytics provider, and uses its proprietary technology platforms which power TouchPoints™ in multiple markets around the world. TouchPoints is designed to inform integrated communications strategy, planning and execution and was originally created and launched by the Institute of Practitioners in Advertising in the UK.

In the US and the UK, the PACE Panel is already live as it is based upon existing capabilities of the TouchPoints initiatives. By the end of 2015, the panel will have expanded globally to an additional 20 markets including Canada, Australia, India and Russia.

SMG’s PACE Panel platform consists of ongoing consumer understanding by providing globally consistent, yet locally relevant data, that unlocks key audience behaviours and purchasing trends across categories. It is based upon an opt-in eDiary that collects information on location, social settings, activities, media use and emotions every half hour, and also passively tracks the activities of mobile device use.

Kate Sirkin, EVP, global director of audience and measurement solutions at SMG said: “This single source data set and platform offers a rich understanding of how time and place can improve message relevance in specific categories.”