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Výzkum publika a měření sledovanosti

Spotřebitelé mají dnes na výběr z mnohem většího množství mediálních obsahů, kanálů i zařízení než kdy předtím.

Zadavatelé reklamy, vlastníci médií i agentury, které v médiích kupují reklamu, potřebují zjistit, které tradiční i digitální kanály osloví zákazníky nejlépe.

Naše řešení v oblasti měření sledovanosti představují mezinárodní standard pro televize (např. TV rating), tištěná média, rozhlas, venkovní, internetová i mobilní média. Sledujeme, kteří spotřebitelé využívají jaké kanály, jakým způsobem obsahy v jednotlivých médiích konzumují a co je v jejich chování motivuje.

Svým klientům nabízíme přehled uživatelských hodnocení různých obsahů, díky čemuž si mohou udělat představu o tom, co lidé sledují a poslouchají a proč. Naše crossmediální měření vám odhalí, na jakých zařízeních vaši zákazníci jednotlivé kanály a obsahy konzumují. Vyhodnotíme i efektivitu a výkonnost vašich marketingových aktivit v jednotlivých kanálech.

Pomůžeme vám optimalizovat výběr komunikačních kanálů i obsahů tak, aby vaše komunikace zaznamenala mezi spotřebiteli co největší odezvu.

Jiří Nosek
Jiří Nosek
Czech Republic
+420 296 555 111
Poslední aktuality

Podívejte se na naše poslední aktuality z měření sledovanosti a výzkumu publika. Pro více informac klikněte zde.

    • 08/03/16
    • Media and Entertainment
    • Media Measurement
    • Czech Republic
    • Czech

    Budoucnost médií

    Mediální odvětví nikdy nebude stát nehybně na místě, nepřestane se vyvíjet, a vy proto potřebujete mít aktuální informace o současných a stejně tak i budoucích vzorcích spotřeby mediálního obsahu. Dokážeme vám pomoct bez ohledu na to, zda chcete změřit účinnost vaší reklamy, analyzovat věrnost vašich zákazníků nebo připravit a správně načasovat mediální obsah. Odhalíme vám, proč jsou naši experti z globálního hlediska neustále na špičce v oblasti měření efektivity a spotřeby médií.
    • 11/10/17
    • Media Measurement
    • Global
    • English

    Re-evaluate, Optimize, Innovate: Rethinking ROI for your media mix

    Over the last 10 years, the media landscape has been hit by a full-blown digital revolution. The backdrop is more complex, not just because it has changed, but because it never stops changing. These days, consumers are increasingly difficult to reach, the media diet is more fragmented every day and the touchpoints have multiplied. One of the most visible effects of this change? The difficulty in knowing how effective advertising has or hasn’t been, how the pieces of the puzzle need to be arranged. Without properly quantifying the results based on the “right” information, the investment in your marketing budget will lack the elements to support the optimal choice of the media mix from the possible levers. This matter was discussed at the GfK@ROI Conference: Re-evaluate, Optimize, Innovate. Creators of the conference for GfK Italy were Enzo Frasio (Commercial Director), Roberto Borghini (Product Head) and Sabrina Melinu (Account Manager, Value Added Services). However, our role was different from usual, the experts steered the audience towards the event’s ambitious goal: to provide retailers and manufacturers with the tools to be able to make 360° measurements of the ROI of their business activities. All based on some key questions to assess their marketing mix: Have they led to a sales uplift? Have they been able to drive traffic on their digital platforms? Have they influenced the brand’s KPIs positively? And the intention to buy?

    3  key ways to rethink your marketing strategies

    • Re-evaluate: Move away from subjective “perception” of campaign success towards precise measurement, that identifies actions put into place for your brand that bring a real return on investment from the results to be connected to external factors.
    • Optimize: Define the optimal marketing mix, ensuring the maximization of sales in both the short term and the long term, taking all touchpoints (below the line and above the line) and demographic profiles into account.
    • Innovate: Testing fresh ways to exploit new synergies between media and touchpoints is often the key to identifying the most powerful mix.
    Some particularly innovative case studies were presented at the event by three exceptional guests: Samsung, Google and Facebook.

    How much of my sales come from in-store initiatives and how much from the media mix?

    The collaboration between Google and Samsung that has come about from the meeting of two needs: to measure the impact of digital platforms (YouTube, Google Search) on off-line sales and to identify the optimal mix between above the line (ATL) and below the line (BTL) initiatives for the Samsung TV market. Using the Marketing Mix Modelling (MMM) model combined with different data sources, it was possible to measure the uplift and ROI of each marketing lever. Baptiste Tougeron, Head of Marketing Mix Models SE at Google EMEA, explained in his speech that the success of this project also depended on the use of granular data:
    • Clicks and Impressions of the campaigns for over 1000 Italian cities from Google
    • Sales per POS analytics data from GfK
    Commenting on the results of the study, Claudia Guardamagna (Consumer Insight Manager at Samsung Italy), emphasized how beneficial the results were to the company in establishing the key points of its strategies and the importance of embarking on structured research to optimize the media mix in the long term.

    Measure reach, frequency, and effects on the demographics with MME

    An innovative example of ROI measurement of digital campaigns was provided by Stefano Cirillo (Head of Marketing Science at Facebook Italy). A meta-analysis carried out with the aim of measuring reach, frequency and effect on the targets of six campaigns for brands of the consumer packaged goods (CPG) industry. Using our Media Mix Efficiency (MME) model, the study demonstrated the positive impact on the sales of Facebook campaigns analyzed, with a comparison with TV commercials run at the same time. The analysis also allowed for measurement of the extra-reach generated by the digital campaigns, including for older age groups.

    Conclusions: the virtuous circle of effectiveness

    The measurement of the effectiveness of a campaign requires a series of steps: the starting point is to measure past campaigns, then optimize the new marketing activities (demographic analysis, strategic planning) and finally, re-measure the results of the campaign defined on the basis of the previous analysis. We’ve developed innovative solutions (MMA, MME, POS Analytics, Consumer Insights) to help our customers in all steps of the virtuous circle of effectiveness. hbspt.cta.load(2405078, '9ed9a2c5-717f-4c57-aa83-493725e329e8', {});
    • 11/10/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    MMS and GfK launch Total Video Ad Ratings in Sweden

    MMS and GfK have extended their digital ad ratings in Sweden into a Total Video service, enabling the market to measure return-on-investment of video advertisement cross-platform on linear TV, Smart TV, PC, Smartphone and Tablet devices. 
    • 11/09/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    SKO and GfK renew TV Audience Measurement contract in the Netherlands

    SKO has announced it is renewing its contract for Television Audience Measurement (TAM) with GfK for 2018. 
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Jiří Nosek
Czech Republic
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