Get rich, fully integrated insights on your campaign's performance
Compared to just a few years ago, today’s consumer/media relationship is almost unrecognizable. Trends toward increased usage of streaming TV and social media have only accelerated during lockdowns, with 7 in 10 ad dollars now flowing to digital media. Marketers and planners need to rethink their assumptions about ad planning and measurement – and meet the growing demand for proof of performance.
Too many of today’s ad metrics sit in siloes, resisting a unified approach to measuring ad effects and brand lift. Marketers can measure TV or social, reach and frequency or brand health – one market at a time.
To meet the needs of today’s market, campaign measurement needs to:
Evaluate the impact of campaigns on brand equity measures
Provide a reliable picture of ad exposure through passive data
Inform optimization of TV / OTT and social media mix to effectively target and message to key audiences
Measure global campaigns via a scaled solution
GfK is delivering on these needs with its Brand Campaign Evaluator
The GfK Brand Campaign Evaluator is an all-in-one system for assessing campaign proof of performance that leverages OTT/TV and Facebook® ad exposure data with sophisticated campaign and brand analyses.
First, through comprehensive audience insights, you can define your campaign’s channel performance on reach and targeting. Focusing on social media and OTT/TV, you’ll find out:
Which channels are driving reach?
Who was reached by the campaign?
Did your targeting strategy succeed?
Then, GfK expands the frame with a complete look at channel impact on your brand KPIs. This empowers you to understand the role of each channel for managing your brand:
Did the campaign strengthen your brand?
What channels are important to build your brand?
The result is a uniquely rich understanding of your campaign’s achievements across goals and media platforms.
GfK’s system leverages key partnerships and data resources
Facebook and Instagram ad exposure data –
who has seen your ad on key social platforms
Additional Social Media Channels –
measured through an enhanced Opportunity To See (OTS) model
TVision Insights –
a unique approach to measuring TV ad exposure and engagement
Opt-in surveys -
obtaining custom insights from the same consumers
MRI’s Survey of the American Consumer® -
the definitive study of consumer behaviors
Learn how GfK’s Brand Campaign Evaluator can help you optimize your campaign’s effectiveness.
Plan smarter, act with purpose, and use insights to build an irresistible brand. Get tips on how to strengthen your brand based on your specific business objectives - it takes less than a minute and
In a new December 9th webinar drawing on 25 years of trusted insights, Stacy Bereck and Eric Wagatha of GfK Consumer Life will share lessons learned from 2020 and identify key consumer trends essential to brand success in 2022.