The Insights People have launched their Media Mix Compass, a media planning tool to assist brands and agencies in the planning, monitoring and evaluating of their media campaigns across the 13 countries in which they operate.

The new tool is based on data collected by surveying more than 5,000 different kids, tweens and teens (between the ages of 3-18) every week. Developed in close collaboration with a number of their clients, including global agencies, it will help marketers and planners increase the effectiveness of their campaigns by reviewing 11 different types of media. The tool which updates in real-time is GDPR and COPPA compliant and is designed to help brands who are having to adjust to the rapidly changing media ecosystem that children now live in.

The Media Mix Compass provides a 360-degree view of kids, tweens and teens ecosystems. Brands can segment the data not only as a global view, but by country, region, gender, age, persona and by their specific attitudes, behaviors and consumptions. The Kids Insights Media Mix Score (MMS) will show the power of each media type for the defined target audience, considering the preference, time spent and reach for each media type and platform.

“With the kids advertising industry worth nearly $5 billion a year, there has been an inherent lack of tools to help in the planning, measurement and evaluation of media spend,” says Claire Garner, research and trends director, The Insights People. “With this generation of kids having far greater privacy protection and their worlds becoming more fragmented we have made it our mission to help brands understand the full picture and ultimately improve their ROI across their business.”