With predictions of mobile ad spend reaching $100 billion in 2016 (51% of all digital expenditure) and doubling by 2019 to $196 billion (70% of all digital ad spend ), mobile advertising is key for any marketer. Despite this trend, the technology to maximize digital ad spend around more than just delivery metrics has not been made available – until now.
GfK has today announced new assets that allow media agencies, publishers and advertisers to evaluate the full cross-media picture, even at a brand impact level. Doing so requires not only the actual measurement of individual exposure to ads, but also the attribution of these exposures across multiple devices and also different ecosystems.
These solutions are currently being used and optimized and will be incorporated into GfK’s existing portfolio, including GfK Experience Effects communication trackers, from November 2015.
“This time last year I was presenting at conferences and telling clients that the big issue in mobile advertising was that we couldn’t evaluate ads properly – despite there being so much data around – mainly because of privacy and technology challenges. We are now able to bring cross-media clarity while fully adhering to privacy guidelines and laws,” says Arno Hummerston, Global Director, Digital Market Intelligence at GfK.
GfK has also developed a multi-faceted approach with Facebook to bring a robust evaluation of the effectiveness of advertisers’ campaigns across all devices. Taking into account the targeting and reach of Facebook campaigns, these new solutions allow total campaign effectiveness measurement.
Hummerston continues: “By bringing together the PC browser ad exposure measurement with mobile browser measurement and also the in-app ad measurement, GfK has closed the cross-media digital loop. We have great coverage and scale through collaborators like Facebook. We will continue to invest and evolve our digital ad solutions to help marketers better understand their efforts in the digital space. In that way they can deliver more integrated, better performing campaigns.”
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.