GfK MediaProfiler
GfK MediaProfiler is an instrument which supports media planners at strategic level. Classic media planning instruments ranging from the AGF/GfK TV research panel to wish typology to media analysis offer a fixed set of target groups for media planning purposes. However, these media instruments quickly reach their limits where specific purchase-related target groups or new potential target groups are to be defined. GfK consumer panels now offer the possibility of defining flexible, purchase-based target groups: for example, the actual and potential buyers for console games.
The question of how to address this target group in media terms crops up regularly during the marketing process. Certain strategic decisions must be made before the operational media planning and booking stage can begin, such as resolving the issue of the budget allocations to the various media. This is where GfK MediaProfiler can establish a complete media profile of the panel-based target groups. GfK MediaProfiler indicates which magazines, newspapers, TV and radio stations, time slots, types and internet platforms are consumed by the target group in question.
Beyond this, GfK MediaProfiler offers the possibility of simulating print, TV, online and radio booking combinations for the purposes of assessing the cumulative reach established by a cross-media combination. Ultimately, the contact classes addressed by cross-media combinations can also be identified by GfK MediaProfiler, so as to derive options on how to reach media groups which have not, as yet, had any contact, or very little contact with the media combinations used to date.
Dr. Christoph Tillmanns
Tel.: + 49 (0) 911 / 395 - 2121
christoph.tillmanns@gfk.com