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Вимірювання та аналіз аудиторії

У наші дні у споживачів є небувалий вибір медіаконтенту, каналів отримання інформації та пристроїв.

Рекламодавцям, власникам ЗМІ та закупникам реклами доводиться визначати, які цифрові та традиційні медіаканали найкраще привертають цільову аудиторію.

Наше рішення для вимірювання аудиторії є еталоном для таких каналів, як телебачення (наприклад, ТВ-рейтинги), друковані публікації, радіо, засоби зовнішньої реклами, а також інтернет- та мобільна реклама. Ми стежимо за тим, які канали використовують різні споживачі, як вони взаємодіють з контентом в кожному каналі і чим визначається їх поведінка.

Завдяки такій докладній інформації про сприйняття контенту споживачами наші клієнти знають не тільки те, що дивляться чи слухають люди, але і чому вони це дивляться чи слухають. Наше крос-медійне вимірювання аудиторії показує, які пристрої використовують ваші цільові споживачі для кожного каналу та типу споживаного контенту. Ми оцінюємо ефективність вашого маркетингу по всіх каналах.

Ми допоможемо вам вибрати найпридатніші канали та контент для максимально повного залучення аудиторії у всіх аспектах.

Latest insights

Here you can find the latest Media Measurement insights. View all insights

    • 06/25/15
    • Media and Entertainment
    • Media Measurement
    • Ukraine
    • Ukrainian

    Компанія GfK отримала контракт на проведення кросплатформного вимірювання ТВ-аудиторії у Сінгапурі

    The Media Development Authority (MDA) у Сінгапурі доручила GfK, міжнародній компанії з дослідження ринку, проводити вимірювання загальної аудіо-відео аудиторії в Сінгапурі.
    • 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 
    • 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
Your GfK Contact
Olga Rosmanova