GfK MediaOptimizer measures the effectiveness of advertising using the non-food consumer panel, GfK Consumer*Scope. Advertising success is tracked at various stages, which comprise consumer awareness, advertising recall, empathy, purchases made and repeat buying. The panel is surveyed on the effectiveness of advertising preceding a purchase on an ad hoc basis at various stages throughout the campaign. The survey may also include questions on advertising content or images.
Measuring the actual sales made is the real advantage of MediaOptimizer. Purchasing panel data are combined with information on media consumption and the airtime/space taken by advertising campaigns in print, TV, radio, online and outdoor billboards. The latter are fed into the consumer panel by Thompson Media Control, so that the contact opportunities for panel members to experience particular media and campaigns can be calculated. The tracking process makes it possible to measure the link between ad campaign and impact on buying behavior at every stage of the advertising campaign.
Dr. Christoph Tillmanns
Tel.: + 49 (0) 911 / 395 - 2121
christoph.tillmanns@gfk.com