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Medición y análisis de audiencias

Hoy en día existe contenido disponible en los medios, en los canales y, más posibilidades de elección de los dispositivos.

Los anunciantes, los propietarios y compradores de los medios  deben identificar qué canales digitales y tradicionales tienen más éxito para captar las audiencias adecuadas.

Nuestra solución de medición de audiencia es la moneda de negociación para la televisión (por ej., rating de TV), prensa, radio, exterior, online y móvil. Hacemos un seguimiento de los canales que utilizan los consumidores, cómo interactúan con el contenido, a través de que medio lo hacen y qué impulsa su comportamiento.

Mediante esta visión detallada de los contenidos, nuestros clientes no solo obtienen resultados de lo que ven o escuchan las personas, sino también por qué. Nuestra medición de mezcla de medios muestra qué dispositivos utiliza su audiencia para cada canal y tipo de contenido. Asimismo, evaluamos la eficiencia y el rendimiento de mercado a lo largo de todo el abanico de canales.

Le ayudamos a optimizar su selección de canales y contenidos para ofrecer un mayor compromiso de la audiencia, de principio a fin.

GfK, Peru
Avenida Jorge Basadre 990, San Isidro, Lima
+51 1 206 2300
Latest insights

Aquí puede encontrar las últimas tendencias sobre el análisis y medición de audiencias. Siga leyendo

    • 10/25/16
    • Automotive
    • Media Measurement
    • Global
    • English

    Automotive marketing: Understanding the multiple touchpoints of the Connected Driver

    Today’s fragmented media landscape presents a significant challenge to automotive retailers seeking to maximize the efficiency of their online campaigns. The growing importance of online media combined with the proliferation of connected devices further exacerbates the problem. How can you influence automotive consumers in an increasingly connected world? Automotive marketers face a number of pressing concerns:
    • Which touchpoints should you activate to improve marketing communications?
    • How can you track the performance of online touchpoints?
    • Can you minimize scatter loss and maximize reach within your target group?
    • How can you get the most out of mobile?

    Understanding consumer behavior through audience measurement

    The answers to these questions lie in passive audience measurement. It reveals audience behavior, supports campaign efficiency and provides crucial insights into the purchase journey. It also allows marketers to understand consumer behavior across all channels and multiple devices. You can make informed decisions to optimize marketing strategies and to achieve growth. There are three key ways to measure your audience:
    1. For example, by revealing which websites your primary target group is using so you can plan your media spend more efficiently.
    2. By revealing the role your website plays in the purchase journey. By knowing where users are coming from, you can increase traffic to your website and optimize your impact.
    3. You can identify which online touchpoints your target groups use, how frequently, and for how long.

    Maximize the effectiveness of your campaigns

    By providing key insights into consumer behavior online, cross-media measurement enables you to maximize the effectiveness of your campaigns and prioritize future spend for maximum return on investment.  Armed with these crucial insights, you will be equipped to create compelling marketing strategies that will engage consumers and deliver a solid return to your bottom line. To share your thoughts, please email ondrej.szabo@gfk.com. 
    • 10/24/16
    • Automotive
    • Media Measurement
    • Global
    • English

    Automotive sales: A long and winding road

    When a consumer drives a new car off the forecourt it marks the beginning of one journey and the end of another. The path to purchase is a long and winding road. In all likelihood, today’s Connected Consumer will have consulted numerous sources of both paid and earned media. They will have had multiple interactions with the brand, both online and in the showroom. Only then will they make a final purchase decision. Each touchpoint will have had an impact on the final outcome. These moments matter, both to you and to your customers.

    Consumers choose how they access information about your brand

    Consumers have a vast array of possible information sources on which to base their purchase decision. They range from popular car shows and expert reviews to banner ads and social media. But they also have a choice about how, where and when they access information about your brand. Shopping for cars is now truly omnichannel. Consumers use many channels and devices to gather information along their purchase journey. Your challenge is to understand how consumers engage with each of the channels, and to optimize your marketing across all devices.

    Car shopping goes mobile

    Ten years ago, the prospect of using a mobile device to shop for a car would have been unthinkable. Now, the smart phone is the shopper’s best friend – and the automotive sector is no exception to that rule. With online playing an increasingly important role, there is a clear need to optimize online marketing activities. These increase traffic to the touchpoints that drive purchase decisions. Marketers need to know which categories, websites, apps and content have the greatest influence over purchase decisions. Importantly, they need to understand how that varies by device.

    Understanding the customer’s purchase journey

    Our Crossmedia Link has been designed to help automotive clients understand the purchase journey. We track each and every touchpoint in the path to purchase to help you understand how, where and when consumers are encountering your brand, and most importantly, which interactions are converting into sales. This approach helps you understand your cross media exposure, optimize your media mix and realize the true value of incremental reach.

    Create compelling campaigns

    Integrating behavioral data from cross-media measurement, we can provide new insights into audience behavior, campaign efficiency and the customer journey. Using these insights enables you to understand your consumers’ media consumption by device more effectively and create compelling campaigns that will engage with consumers at key touchpoints in their decision making process. To share your thoughts, please email thomas.schmelzer@gfk.com.
    • 08/02/16
    • Media and Entertainment
    • Media Measurement
    • Connected Consumer
    • Global
    • English

    The future of media

    The media industry will never stand still and you need to keep up to date with current and future media consumption patterns. Whether you need to measure advertising efficiency, analyze customer loyalty, or develop and schedule content, we can help. Discover why our experts continue to be at the forefront of media measurement globally.
    • 07/27/16
    • Media and Entertainment
    • Media Measurement
    • Connected Consumer
    • Video consumption
    • TV Audience Measurement
    • Global
    • English

    Young British adults spend more time watching video on laptops than TV sets

    Far from being light viewers, 18-24 year olds are voracious consumers of video content overall. 41 percent of their total viewing is spent using a laptop, whilst viewing on mobile devices is relatively insignificant. Traditional TV content and movies dominate their time spent viewing on a PC/laptop.
GfK, Peru
Avenida Jorge Basadre 990,
San Isidro, Lima