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    • 10/20/16
    • Media and Entertainment
    • Global
    • English

    Reporting back from Facebook’s Global Partner Summit

    As one of Facebook’s measurement partners, recently announced at its 2016 Global Partner Summit for marketers, we have been tasked with providing a holistic view of ad campaigns for its advertisers. By linking together the ad contacts from Facebook’s platform and our own media panel, Facebook’s advertisers can see a clearer picture of device usage, media exposure such as TV and even grocery shopping touchpoints. Not only are we able to measure the sales uplifts of the ad campaign, but advertisers gain a deeper understanding of the effects and exposure of any type of media and the related purchase journey.

    A complete record of media exposure and purchasing

    What “Data Link” does, is to connect two sets of data: Advertising exposures on the Facebook platform, regardless of mobile, tablet or desktop, and single-source data from our GfK Cross Media Link Panel, which we run in several countries around the world.

    Typically, the GfK Crossmedia Link is comprised of individuals who have consented to having a meter track their TV viewing, and a passive meter tracks their browsing habits on home computers. Finally, they also scan the contents of their grocery baskets when they bring them home, giving us a complete view of TV and digital media exposure and grocery shopping.

    With Data Link, we can combine Facebook ad impressions with our other panel data to arrive at a complete record of media exposure and purchasing. Other digital publishers are tracked using view-tags to track exposure, while print exposure can be estimated using a survey approach.

    Understanding campaign efficacy and efficiency

    This single-source approach means that we are able to detect and measure the sales uplifts caused by various elements of a campaign, and disentangle them from the effects of promotions, loyalty and price.

    The marginal effects of TV, Facebook and other factors such as price, promotions and loyalty are estimated using a logistic regression model that gives the sales uplift caused by each channel. Through this approach, it is then trivial to arrive at a figure for incremental revenue and return on ad-spend caused by each channel.

    By including interaction effects in the model, we can also investigate the synergy effects between different media, or look at effects by frequency of exposure.

    These measurement products referred to as CPA (Campaign Performance Analysis) and MME (Marketing Mix Evaluator) are now largely used by a growing number of advertisers who are able to understand precisely the efficiency and effectiveness of their campaigns on Facebook and across media.

    A Facebook research partner

    Five years ago, Facebook started to host yearly partner events for its “Facebook Preferred Marketing Developers” (PMD). The PMD program was created to help businesses scale their marketing efforts on Facebook and was renamed FMP (Facebook Marketing Partner) in 2015 with a number of additional features available to make it easier for marketers to find partners based on their specific needs.

    Now in 2016, the Global Partner Summit has become the largest Global Facebook event where Facebook invites all of its marketing partners. And, I was in San Francisco yesterday celebrating the future of marketing together with hundreds of partners. It was truly exciting to be there in the middle of it all.

    We have worked with Facebook as a measurement partner for several years:

     

    This work for Facebook and its advertising clients has resulted in us being named at the 2016 Facebook Global Partner Summit as one of a select few research partners. As of today, we are listed on Facebook Marketing Partner Website in the newly launched “Measurement Partner” category.

    As team GfK, we are honoured and happy for this formal recognition of our work.

    Please email sabra.mieli@gfk.com to share your thoughts.

  • Radio listeners in Malaysia tune in nearly 15 hours weekly
    • 10/19/16
    • Media and Entertainment
    • Singapore
    • English

    Radio listeners in Malaysia tune in nearly 15 hours weekly

    Radio listenership in Peninsular Malaysia remains high, with nearly the whole population or 19.9 million people aged 10 years and above listening in on a weekly frequency. Based on findings from the latest wave of GfK’s Radio Audience Measurement study, each listener spends an average of nearly 15 hours a week tuning in to the radio.

  • Multiple Streaming Services Rises Over 50% in 3 Years, Posing New Challenges to Video Marketplace
    • 10/12/16
    • Media and Entertainment
    • Technology
    • Media Measurement
    • United States
    • English

    Multiple Streaming Services Rises Over 50% in 3 Years, Posing New Challenges to Video Marketplace

    New GfK research in the US has found that 16% of the viewing population* have multiple SVOD (subscription video-on-demand) services in their homes, up from 10% three years ago.

  • Home Technology: Digital Media Players
    • 10/11/16
    • Media and Entertainment
    • Media Measurement
    • United States
    • English

    Home Technology: Digital Media Players

    To meet consumers where they are, content providers need to work with manufacturers to get their apps pre-loaded into smart TV's and TV connected devices.

  • Top 10 August 2016
    • 09/30/16
    • Media and Entertainment
    • Greece
    • English

    Top 10 August 2016

    Download Top 10 August 2016

    • 09/19/16
    • Media and Entertainment
    • Media Measurement
    • Singapore
    • English

    GfK delivers the first currency of Radio Audience Measurement data in Malaysia

    Radio listenership in Peninsular Malaysia remains high, with nearly the whole population (97 percent) or 19.9 million people aged 10 years and above listening in on a weekly frequency. Based on findings from the latest wave of GfK’s Radio Audience Measurement study, each listener spends an average of nearly 15 hours a week tuning in to the radio. 

     

     

     

     

     

     

     

     

     

     

     

     

  • GfK MRI Offers NextGen Participants Access to Database of Consumer Insights
    • 09/07/16
    • Media and Entertainment
    • GfK-MRI
    • United States
    • English

    GfK MRI Offers NextGen Participants Access to Database of Consumer Insights

    For the third year, GfK MRI is offering free access to its University Internet Reporter (UIR) service to participants in GfK’s Next Generation (“NextGen”) Competition.

  • Virtual Reality - consumer interest on the rise
    • 09/06/16
    • Media and Entertainment
    • Technology
    • Point of Sales Tracking
    • Trends and Forecasting
    • Connected Consumer
    • Global
    • English

    Virtual Reality - consumer interest on the rise

    Our new infographic on Virtual Reality updates you on the current state of consumer interest for this new technology: find out how sales of headmounts and action cams, consumer's buying intention and the applications of Virtual Reality are developing.

  • Virtual Reality
    • 09/06/16
    • Media and Entertainment
    • Technology
    • Point of Sales Tracking
    • Trends and Forecasting
    • Belgium
    • English

    Virtual Reality

    Our new infographic on Virtual Reality updates you on the current state of consumer interest for this new technology: find out how sales of headmounts and action cams, consumer's buying intention and the applications of Virtual Reality are developing.

    • 09/06/16
    • Media and Entertainment
    • Technology
    • Point of Sales Tracking
    • Trends and Forecasting
    • Germany
    • English

    Virtual Reality

    Unsere neue Infographic zum Thema "Virtual Reality" zeigt Ihnen, wie hoch das Interesse an dieser neuen Technologie ist und wie es sich entwickelt.

  • Virtual Reality
    • 09/06/16
    • Media and Entertainment
    • Technology
    • Point of Sales Tracking
    • Trends and Forecasting
    • United Kingdom
    • English

    Virtual Reality

    Our new infographic on Virtual Reality updates you on the current state of consumer interest for this new technology: find out how sales of headmounts and action cams, consumer's buying intention and the applications of Virtual Reality are developing.

  • Top 10 July 2016
    • 09/06/16
    • Media and Entertainment
    • Greece
    • English

    Top 10 July 2016

    Download Top 10 July 2016

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