Granular analysis and reporting for the most niche audiences
GfK’s Audience Ascription Modelling combines our panel-based audience measurement with site census data to provide viewing figures for the multitude of smaller digital entertainment channels. The resulting fully integrated, respondent-level dataset provides a reliable basis for granular analysis and reporting of even the most niche digital channels.
The beauty of GfK’s Audience Ascription Modelling is that because it is rooted in our high-quality audience measurement panels, it provides the same information that is available on channels with larger audiences, so broadcasters can:
Make a true “apples-to-apples” comparisons of your performance with the huge numbers delivered by our online census measurement.
Enjoy the advantages of both the in-depth profiles from the panel and reliable information on the longtail of digital channels.
Evaluate cross-use of measured digital properties and cross-device use for reach and frequency figures.
Undertake granular analysis in a fully integrated, respondent-level dataset.
Use panel information for cookie enrichment to be used in online trading, for instance integrated into your own data management platform.
Connect the right data from different sources, systems, and agencies to fully understand your audience.
The use of online panels to derive deep and high-quality information about website audiences is standard practice. Panels provide insight into the cross-use of measured digital properties and cross-device usage for reach and frequency figures. However, as the media market has fragmented, it has been challenging to measure smaller, digital channels (‘the longtail’) as these need a huge sample size to report valid data, including sites and campaigns with a small reach. GfK’s Audience Ascription Modelling provides the solution.
Our Audience Ascription Modelling complements our media measurement platform, which serves as the industry gold standard for audience measurement.
A tracking program that measures the efficiency of consumers' experience points and reveals which activities have the strongest reach and emotional impact to drive spend.
Read moreSingle source of cross-device multi-channel campaign performance analysis to maximize all elements of the marketing mix. Links to actual purchases. Offers comparable KPIs.
Read morePre-test video and digital banner ads to optimize campaigns. Compare TV, online display including video, display banners and rich media adverts. Measure ad hook and hold.
Read more07.03.2022
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Watch our on demand webinar here.