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媒体和娱乐行业

媒体和娱乐行业

媒体和娱乐行业正经历飞速变革。这种变革为广播公司、出版商、内容广告机构以及内容及数字化平台运营商带来了巨大的机遇,因为他们了解这些变革所带来的影响。

如今,观众的分散信息正逐渐整合成统一数据,这迫使媒体行业更注重以数据为导向。媒体和数字化企业需要掌握消费模式的变化,包括哪些节目和内容是通过数字和传统渠道观看的,以及其他内容资源。

我们的媒体和娱乐研究专家将揭示哪些内容通过哪种渠道和设备观看,并分析原因提供见解。我们运用独特分析、数据技术和专业知识,将大型跨媒体数据转化成智能、实效的研究洞察,从而整合并解读多重数据集。

GfK 自有的数据集包括专有观众、消费者和零售数据(例如视频点播 (VOD)、DVD、音乐、书籍、视频游戏和控制台)。这些资源有助于我们衡量媒体消费、广告效率和内容吸引程度。通过在多个渠道、平台和设备上进行收集、分析和解读媒体消费,我们能够帮助企业制定并实施制胜的商业策略。

案例分享
  • Providing comprehensive product information for a hi-fi publication

    Providing comprehensive product information for a hi-fi publication

    16.08.2016

    Our catalog enables our client to offer comprehensive and authoritative product listings through its online publications.

    Situation

    Our client publishes a magazine for buyers and lovers of home audiovisual systems. In its move toward digital publishing, it wanted to keep its website readers engaged by providing technical specifications for most products in its listings. The company also wanted to minimize the costs and resources required to gather and manage the content, preferring that its staff focus on core publishing activities.

    Approach

    We provided the magazine with a subscription to our authoritative product catalog data. This gives the organization detailed, accurate and standardized technical specifications, product images and marketing text covering most audiovisual products in the market. Our product data is updated daily and is built on data drawn directly from manufacturers and distributors.

    Outcome

    The publication now offers its readers up-to-date, accurate and detailed product information alongside its editorial reviews. This adds value for readers and entrenches the publication’s place as the most comprehensive source of information about home entertainment systems.

    Our catalog:

    • allows the client to easily offer product listings without the costs of capturing the data manually
    • enables the publisher to focus on its core business even as it builds out new online services for its readers
    • offers data even for niche brands and manufacturers

    Click here to download our success story

  • Cross-device usage study optimizes campaign planning

    Cross-device usage study optimizes campaign planning

    02.06.2016

    Facebook asked us to explore how consumers use computing devices and how they switch between them for different tasks during the day.

    Facebook’s mission is to give people the power to share and make the world more open and connected.

    Situation

    Facebook wanted to explore how people use different devices for different tasks during the day and how they switch between them. This information could help its advertisers target customers with greater precision.

    Approach

    We combined a quantitative online survey with qualitative in-depth analysis to understand consumers’ behavior, attitudes and opinions about the devices they use to access online content and services. We used geographical location tracking to analyze which activities they were most likely to do while away from their homes.

    Outcome

    We discovered that almost half of the adults in the UK and the US sometimes begin an activity on one device and finish it on another. This suggests that marketers must reach their audiences across all platforms with a consistent brand experience. With single log-in sites like Facebook, they can avoid sending the same messages to prospective customers on their different devices.

    The research highlighted the most important reasons for people switching from one device to another: comfort and convenience; urgency; the time it takes to complete a task; security and privacy; and the complexity of the information the user needs to input to complete the task. Actions associated with a purchase journey frequently trigger a consumer’s decision to switch devices.

    Click here to download our success story (short version)

    Click here to download our success story (long version)

  • Connecting the dots between digital and traditional media

    Connecting the dots between digital and traditional media

    15.03.2016

    We investigated the role of social media chatter in generating awareness and readership of Vanity Fair’s Caitlyn Jenner issue.

    Vanity Fair is an influential and iconic magazine published by Condé Nast.

    Situation

    Most media planners crave insight and data about how digital and traditional media can work together. The much talked about issue with Caitlyn Jenner on the cover offered us a perfect opportunity to explore this topic. We wanted to investigate what impact, if any, the social media buzz can have on the readership of the July issue in its traditional printed format.

    Approach

    Over a nine-week period, we surveyed 1,798 adults online who said they had read the July issue of Vanity Fair.

    Outcome

    • Four in ten adults who read the magazine first heard about the Jenner cover on social media
    • 40% of adults (ages 18+) who read the July issue had not read Vanity Fair in the previous 12 months
    • Nearly half (47%) of those readers were aged 18 and 34, indicating that the coveted millennials do read print magazines, contrary to the conventional wisdom
    • The big challenge for publishers is generating awareness among these younger readers – and it looks like social media can help with this

    Click here to download the success story

  • Optimizing TV content for a demanding audience

    Optimizing TV content for a demanding audience

    31.01.2016

    Our research helped this TV network shape its new television show featuring a Brazilian icon.

    Situation

    A broadcaster needed information about how viewers would respond to a popular entertainer’s return to the airwaves after a short absence. After the launch of the program, the company wanted to track the audience’s response to its format and content.

    Approach

    We explored social media conversations to determine which elements viewers might value in the show, and how these aligned with the host and the network. A subsequent quantitative study gauged the target audience’s intention of watching the program.

    After the launch, we tracked viewers’ behavior and opinions by integrating social media insights with audience data from the broadcaster and data from our online panel.

    Outcome

    We found that Brazilians were receptive to a new show because television program options during the evening time slot were limited.

    After the launch, we tracked user-generated content on social networks to see what elements of the show were resonating with the audience. This information helped producers strengthen the show’s content.

    Our advice also helped the commercial team to target sponsors with brands that would be a good match for the profile of the program and its audience.

    Click here to download our success story (short version)

    Click here to download our success story (long version)

     

     

电子通讯

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解决方案
  • 品牌及客户体验

    品牌及客户体验

    品牌正面临重重压力,需建立起有效的情感联系以及消费者与业务决策者之间的关系。

    我们的成功基于为目标受众提供能够产生共鸣的体验,这贯穿于消费者对品牌、产品或服务的每个体验点之中。 

  • 消费者样本研究

    消费者样本研究

    您的业务围绕着消费者展开,因此理解您的消费者对于确保产品和服务能够满足他们的需求,明确潜在机遇的发展机会,显得至关重要。

    我们的国际消费者样本研究专业知识,为您提供明智的消费者洞察,向您揭示出哪些是您的消费者,以及他们对于所有渠道的态度和行为。

  • 数字市场情报

    数字市场情报

    当消费者进行购物、搜索、沟通、收集信息,接触网上的公司或品牌时,他们不同的行为表现取决于所用的设备或屏幕。无论使用什么渠道或设备,他们都期待获得一致的体验。

  • 受众评估与洞察

    受众评估与洞察

    现在的顾客比以前享有更多的媒体内容、渠道和更多的设备选择。

    广告人、媒体所有者和媒体广告投放者需要确定哪些数字和传统渠道最能成功吸引目标受众。

  • 销售数据监测

    销售数据监测

    零售商和制造企业在开发产品和服务过程中面对着各种压力,力求最大程度地提高销售和利润并留住顾客。

    销售的成功有赖于拥有最新的零售数据,再结合对哪些产品或服务在市场中销售好坏的全面了解,这样企业可以制定明确的战略来获得商业增长和提高投资回报。

  • 购物者

    购物者

    数字化时代不断开辟出新的购买路径,并且改变着人们的购物方式及购物地点。购物者可通过多渠道进行品牌体验,因此他们也将获得越来越多的支持数据。

    为了能在大数据、多渠道的环境中保持竞争力,企业需要确定并利用整个购买路径最相关的数据。利用该数据,公司可以对于购物旅程中的每一步进行优化。

研究洞察

Here you can find the latest insights for media and entertainment industry. View all insights

    • 01/24/14
    • Media and Entertainment
    • China
    • Chinese

    GfK与Twitter宣布达成战略合作

    2014年1月23日,GfK 与 Twitter 宣布双方已达成独家战略合作,将在德国、奥地利以及荷兰三个国家共同推出 GfK•Twitter 收视率调查,该合作旨在提供 Twitter 用户对电视节目和广告活动所发评论的实时到达率和频次洞察。
    • 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.
    • 08/29/16
    • Media and Entertainment
    • Connected Consumer
    • Global
    • English

    Can smart TV apps be monetized?

    With strong sales of smart TVs come new opportunities for brands and advertisers to communicate with a growing and engaged audience. But to monetize a channel, we need reliable measurements for reach, ad performance and engagement. At Germany’s dmexco, one of the most important global conferences of the digital economy, we’ll be discussing our passive monitoring approach to tracking content and ads across all devices, including the smart TV, at an individual level.

    A growing opportunity to reach consumers

    Smart devices are dominating sales in the TV market. Let’s take Germany, where four in ten households have a smart TV, as an example. In the first six months of 2016, 61.5% of all sets sold in Germany had smart TV functionality. Although TV isn’t a new technology, the new features of smart TVs and ultra-high-definition TVs (4k) are driving sales in the market (in addition to important sporting events, such as the Euro Cup this year). There’s clearly a growing opportunity for brands, retailers and content providers to reach consumers through smart TVs and, in particular, through apps on smart TVs. The key question is: can smart TV apps be monetized through advertising? If this is to happen, two aspects are critical.

    Monetization and Measurement

    Monetization will only work if apps are used. And apps will only be used if user experience and content are meeting consumers’ needs. We now know that you can’t simply transfer content from your website to mobile and have it appeal to visitors. It needs to be adapted. The same is true of smart TV apps. As we’ve seen with other new technology, advertising spend on a new media channel will only reach a critical mass once advertisers can measure the medium and thus understand the ROI of that spend. That’s why we’re investing in tools to measure the effectiveness and efficiency of advertising on smart TV apps. In my session at dmexco, I’ll share how to develop successful smart TV apps, and how we plan to passively measure the reach of smart TV apps for those who want to build brands, sell advertising, serve content and sell direct to viewers.

    To discuss further with Tilman, please join us at stand 8.1/A10 on 15 September at 11:00 to hear our Expert Talk

    Register for GfK Expert Talks at dmexco
    • 08/24/16
    • Media and Entertainment
    • Technology
    • Connected Consumer
    • Global
    • English

    Is ad tech butchering your user? How to regain control!

    Whatever your digital advertising/marketing objective, one thing is certain, it will involve data. Lots of it. Increasingly, the challenge for today’s executives is not only to make sense of that data, but also to leverage it consistently. To do this, it’s necessary to choose the right tools and platforms to maximize this knowledge. It’s therefore frustrating when those platforms can’t be integrated, when you can’t bring your own data together to activate it, when your ad tech providers try to have full control on the value chain. I describe this as being a hostage to your own ad tech stack.

    Ad tech often prevents from leveraging the complete picture

    Having a background in the ad tech sector and in digital publishing, I know only too well the frustrations of navigating and manipulating rich customer data. Sophisticated as the myriad of available ad tech platforms are, they have their limitations too. A platform leveraging only the last three web pages a visitor browsed (or actions taken within an app), for example, could be helpful in the context of the other information you hold about that very user, but… it’s not always the case. While you, no doubt, collect intelligence on your programmatic campaigns, email marketing actions, content consumption, ecommerce transactions, etcetera, this information is often sidelined by your ad tech providers, preventing you from leveraging the complete view of information you hold about your user.

    Build a single customer view to maximize your own data strategy

    The answer is to regain control of your own data strategy first, but also fully own the way it is actioned, and that’s what I’ll be talking about at Dmexco this year. Building a single customer view is key to success. It can go beyond your own rich data sets to incorporate your proprietary sources such as purchase data and cross-media usage. We work with our clients to understand what data they have and what data they need to build a deep, single view of the user that meets their requirements.

    Realize the full potential of customer data

    Taking a macro lens to this issue, I believe it’s time for the ad tech industry to collaborate more closely with each other to benefit their clients and make leveraging the single customer view a reality rather than a marketing stunt. End users want this integrated solution, so it’s time for some flexibility and ingenuity to help the sector deliver this. Now is the time for openness, transparency and co-operation, and for assigning murky ad tech with selfish agendas to the past. The opportunity for the future is in freeing customer data to help businesses realize their full potential. Only then will you no longer be a hostage to fragmented data and ad tech will fully become a facilitating element.

    To discuss further with Alessandro, please join us at stand 8.1/A10 on September 14 at 1pm to hear our Expert Talk

    Register for GfK Expert Talks at dmexco
GfK研究人员