The Insights People launches media campaign planning platform Media Mix Compass

The kids’ and parents market intelligence specialist, The Insights People, has launched a new platform designed to help brands monitor their global media campaigns across 13 territories.

Called the Media Mix Compass, the media planning tool has been launched in order to assist companies plan, monitor, and evaluate their media campaigns across the regions in which The Insights People operate.

The new tool is based on data collected by surveying more than 5,000 different kids, tweens and teens (between the ages of three and 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.’

Developed by The Insights People in-house team The Media Mix Compass provides an independent account of kids’ media consumption which will help improve brands decision making, in an increasingly fragmented ecosystem. It will provide decision makers with more clarity and confidence as they increasingly look to consider new more innovative forms of engagement such as in-game advertising.

Nick Richardson, founder and CEO, The Insights People, said: “We are very proud at what we have developed, and we would like to thank all of our clients who have worked with us to scope, develop and test a solution which was required by the industry, as for the first time, they now have the ability to compare a linear TV channel vs Fortnite or TikTok.”

For more information on the Kids Insights Media Mix Compass, and to receive complimentary access to the tool and a copy of an example report please visit:

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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