Is advertising heading for a crisis of audience reach?

GfK Media Roundtable 2021

Experts evaluated the demand for future-forward audience measurement

Amid the growing popularity of ad-free SVOD services among consumers and the continued decrease of linear TV viewing, many advertisers are wondering if their ability to reach large audiences is fading. This is intensified by the transition to a no-cookie environment, where tracking and targeting online audiences is likely to become even more difficult. Lastly, as if this were not enough, Apple is increasing its efforts to prevent tracking and identification via third parties from its own devices.

In an attempt to grasp this pressing issue, GfK hosted the fifth of its annual industry roundtables to gain insights from across the range of the media industry, from broadcasting, digital and media planning to advertisers from sectors such as retail and FMCG.

Contributors to the debate and this white paper are:

  • Mathias Berg, TV4 Sweden - Deputy Chief Executive Officer and Head of Advertising Nordic
  • Katty Roberfroid, egta - Director General
  • Niels Marslev, Google - Measurement Partner Manager, Northern Europe, Google
  • Marco Robbiati, Omnicom - Research & Market Insights Director (Italy)
  • Klaus-Peter Schulz, OMG - Managing Director
  • Pedro Nadler, REWE Group - Lead OC Marketing Analytics
  • Sarah Ostkamp, Unilever - Data Driven Media Manager
  • Roland Abold, GfK - VP Sales & Commercial Excellence
  • Bjoern Sprung, GfK - Client Business Partner, Germany

Chaired by industry expert Richard Marks, the roundtable revealed some fascinating insights.



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