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-Centric Campaign Evaluator

The GfK Brand-Centric 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

GfK Brand Centric Campaign Evaluator
Facebook and Instagram ad exposure data –

who has seen your ad on key social platforms

GfK Brand Centric Campaign Evaluator
Additional Social Media Channels –

measured through an enhanced Opportunity To See (OTS) model

GfK Brand Centric Campaign Evaluator
TVision Insights –

a unique approach to measuring TV ad exposure and engagement

GfK Brand Centric Campaign Evaluator
Opt-in surveys -

obtaining custom insights from the same consumers

GfK Brand Centric Campaign Evaluator
MRI’s Survey of the American Consumer® -

the definitive study of consumer behaviors

Learn how GfK’s Brand-Centric Campaign Evaluator can help you optimize your campaign’s effectiveness.