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  • From reach to impact: optimize the consumer journey
    • 11/08/19
    • Shopper
    • Global
    • English

    From reach to impact: optimize the consumer journey

    What do people expect at which point in their consumer journey?
    And which sales and media channels can be used to reach potential target groups effectively and efficiently? Download our free white paper to explore the findings.

  • How can local TV brands prepare for the new competitive video landscape in 2020?
    • 11/05/19
    • Media and Entertainment
    • Technology
    • Media Measurement
    • Global
    • English

    How can local TV brands prepare for the new competitive video landscape in 2020?

    Digital devices offer new ways for audiences to engage with content. Latin Americans are using their laptops, mobiles and tablets to consume a wealth of online media from short clips, streamed music and radio, as well as TV and print content. In Mexico, mobile video content is driving the web. When audiences turn to their devices for mobile or web viewing of online media content, we observe brands such as YouTube, Spotify and Netflix – as well as local TV brands and radio channels in the top 10 most used media channels.

    The rise of online TV brands

    The popularity of YouTube across the globe is well known, and the Latin American markets are no exception to this general rule. What is stark however, is how much time Latam audiences spend with Netflix online, particularly when contrasted to the local TV services. Of course, Netflix offers long-form content and so a high level of time engagement would be expected. However, its prominence does raise questions about how well local media organizations are adapting to this new landscape.

    The new video consumer is hungry for content and will seek out services that deliver the entertainment they desire. Local players have developed VOD app services, but with continued threats from global players like HBO Go and Amazon Prime Video, how can local media organizations deepen their content and digital strategies to better engage their audiences?


    Local TV brands deliver the reach but there are opportunities to build more time spent

    Across all markets, Netflix is in the top 5 media brands in terms of its reach for both the total Media Broadcasting and Media On-Demand activities. It also dominates time spent, along with YouTube and Spotify.

    However, in all markets, there is a strong presence from local TV brands and in some markets, they deliver as much reach as Netflix (Globo in Brazil, Canal 13 in Chile and Caracol TV in Colombia). In Brazil, Globo.com reaches 88% of the online population, 13.cl in Chile reaches 94%, Caracoltv.com in Colombia reaches 88%, Unotv.com in Mexico reaches 60%. These brands now have the opportunity to better convert their audience reach into increased time spent with their digital services.

    The only exception to this pattern is in Argentina where Netflix, despite its high reach, is not engaging audiences in terms of time spent. Here the key local TV brand competitor, EltreceTV, only reaches half of the online population, so there is an opportunity for a dual strategy to build reach and time engagement.

    How are Amazon Prime Video and HBO Go performing in the region?

    It is not just Netflix that local TV brands compete with, there are emerging services that will diversify the viewing choices further in the region.

    While Netflix reach in Latam has been strong for a couple of years, our data demonstrates that Amazon Prime Video is beginning to cut through, mainly in Mexico and Brazil. In Q2 2019, Amazon Prime Video reached 24% of online adults in Mexico and 12% of online adults in Brazil.


    HBO Go is also now cutting through in Brazil, Chile and Mexico. We can measure how people are accessing it, via their browser or the app.


    How well are the local VOD app players performing?

    The leading media organizations each have a VOD app service. Claro Video has achieved a presence across the region, with reach being strongest in Mexico (28%). It outperforms Amazon Prime Video currently. In response to Amazon Prime Video’s growth, Claro Video will want to build on its existing reach to continue to offer a unique service. The second strongest market for Claro Video is Colombia (17%), followed by Chile (12%) and Argentina (7%).

    Globo Play has gained strong traction in Brazil at 17% reach, outperforming HBO Go and Amazon Video. Movistar Play reaches one in 10 online adults in Argentina and Colombia, and marginally higher at 13% in Chile.


    2020 will demand a deeper audience, content and digital strategy

    It’s evident that Latam audiences are seeking new ways to engage in content. Whilst the market has become used to Netflix dominating, new global entrants are emerging and will increasingly compete with local media players as consumers expectations evolve and increase around content and its delivery.

    The year 2020 will be a pivotal year not only for local TV brands but for the rest of the local media organizations to see how well they can protect, build and capture audience engagement.

    How we work with clients

    GfK helps clients navigate through disrupted consumer markets. We respond to client challenges through our expertise in consumer insight, media measurement and digital analytics.

    Our passive behavioral data gives us a unique opportunity to deliver a consumer-centric, cross device view of audiences and their attitudes and behaviors. We understand who is using different media services, the devices they use and how frequently. We can also evaluate cross media usage and track emerging behaviors or shifts in how your audience is consuming different media and apps. This data provides a wealth of insight but can also be applied to monitor ongoing performance, making insight more actionable within an organization.

    Want more news about Media Measurement?

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  • Map of the Month: Purchasing power for new automobiles, Germany 2019
    • 10/29/19
    • Automotive
    • Geomarketing
    • Geodata
    • Global
    • English

    Map of the Month: Purchasing power for new automobiles, Germany 2019

    GfK's Map of the Month for October illustrates the distribution of 2019 purchasing power for new automobiles in Germany.

  • German Consumer climate under pressure
    • 10/25/19
    • Press
    • Global
    • English

    German Consumer climate under pressure

    These are the findings of the GfK Consumer Climate Study Germany for October 2019. 

  • GfK Supply Chain Insights 4th Webinar
    • 10/24/19
    • Retail
    • Technology
    • Distribution and Supply Chain Management
    • Global
    • English

    GfK Supply Chain Insights 4th Webinar

    Would you like to know how to optimize your supply chain management? Join our free partner webinar based on GfK point of sales and distribution panel data and discover more about today’s key tech trends. 

  • Global report: Plastic waste avoidance “Who cares? -Who does?”
    • 10/24/19
    • Shopper
    • Global
    • English

    Global report: Plastic waste avoidance “Who cares? -Who does?”

    Register for a sample report and explore in more detail.

  • Concerns about plastic waste soar in Europe:  A major worry for 1 in 2 consumers
    • 10/24/19
    • Press
    • Global
    • English

    Concerns about plastic waste soar in Europe: A major worry for 1 in 2 consumers

    These are findings of a recent GfK study on plastic waste conducted in 25 countries.

  • GfK updates maps for all of Europe
    • 10/22/19
    • Fashion and Lifestyle
    • Financial Services
    • Industrial Goods
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Energy
    • Geomarketing
    • Geodata
    • Global
    • English

    GfK updates maps for all of Europe

    GfK has released its Europe Edition 2019/2020, which includes digital maps for all of Europe, reflecting the thousands of regional changes that have occurred since the previous release.

  • Europeans spend €14,739 per person in 2019
    • 10/21/19
    • Press
    • Geomarketing
    • Global
    • English

    Europeans spend €14,739 per person in 2019

    These are some of the results of the newly released study “GfK Purchasing Power Europe 2019”.

  • The importance of localizing your global e-commerce strategy
    • 10/16/19
    • Retail
    • Technology
    • Consumer Goods
    • Point of Sales Tracking
    • TEMAX
    • Global
    • English

    The importance of localizing your global e-commerce strategy

    One in every four US dollars spent on Technical Consumer Goods (TCG) today are for transactions made online, but it’s not a consistent global story of expansion. Therefore it’s time to rethink if your global e-commerce strategy on a local level. The growth of online shopping has slowed in some markets and where spend happens varies hugely by country and region. E-commerce share ranges from almost zero to more than one-third of turnover. The perception of online retail also varies, from a premium destination driven by promotion to a mass-market channel offering value-for-money solutions.

    In this article, we discuss the regional differences in sales dynamics, pricing and assortment to evaluate the characteristics of e-commerce.

    Global online shopping keeps growing, but…

    Where does the natural equilibrium between online and offline retail sit? There are already indications that growth is slowing in countries where online shopping is more mature. Globally in the first half of 2019, e-commerce increased to about 24% of total revenues (+1.6 percentage points), a flattening dynamic compared to past years, when almost three percentage points were gained annually.

    However, the global view masks local nuances. China is leading the online retail sector with a share of 36%. In the Chinese and other advanced markets, there’s a blurring of online and traditional retail concepts. For instance, e-commerce players have been moving from pure online stores and integrating traditional shops into their retail ecosystem to reach customers regardless of channel. Many brick and mortar retailers have been adding e-commerce operations and technology to add digital experiences to the traditional in-store shopping trip. Offering a seamless omnichannel approach is challenging the definitions of e-commerce and ‘traditional’ retail used today.

    Other regions are at a much earlier phase of the online retail evolution, such as Middle East/Africa and Emerging Asia (excluding China). Here, online sales account for about 5% compared to 36% of turnover in China.


    E-commerce pricing reflects a region’s socio-economic developments

    How online retailers are seen in different markets is not just about the assortment mix offered or their pricing, it’s about the socio-economic market situation and the adoption level of online shopping. In some markets, it’s predominantly the more affluent consumers whohave access to online shopping. Retailers have responded by offering premium items. This is the case in Brazil, where online retail offers a premium assortment mix and generates high average prices. Facilitated by online promotions, consumers buy premium product segments at an attractive price which is reflected in an above-average price index of almost 140% compared to the total market covering online sales.

    It’s a different story in the huge Chinese online market: internet shopping is highly adopted by consumers and online retailers employ a mass-market approach, facilitated by simple-to-use app-based payment systems, to sell lower-end product segments at entry-level prices. Hence, the price index is below 60%. For both markets, a convergence is visible – but they are still distant from a 100% price index average.


    Getting the assortment spot on: Balancing conflicting customer needs

    It’s not only socio-economic considerations adding to the challenge of creating the right e-commerce strategy – individual consumer needs and wants are also important. Where consumers are in their purchase journey determines how they view the product assortment on offer. For instance, shoppers in the exploration phase who are unclear about what to buy may perceive too many choices as a barrier for their decision-making. On average, shoppers have 2.7 times more choice online compared to what is offered by a traditional retailer. However, overwhelming choice is a common concern among consumers: 59% agree globally that “there are too many choices in many of the categories I shop” (GfK FutureBuy study, 2019). On the other hand, for a shopper who is at the end of a purchase journey and ready to buy, tan online retail store with a large assortment can maximize their advantage.

    Offering a choice of both touchable and digitally available products is the solution desired by the consumer. In-store, retailers need to offer the right assortment to make a directional decision about what to purchase. Should consumers want to access more product variants, this can be done via a virtual assortment of stock at the location, or at a central warehouse.

    There’s no one-size-fits all approach to e-commerce strategy

    It is essential to understand local and regional differences that affect your strategy: from the level of online shopping adoption to the assortment and pricing of your range, to how channel dynamics are changing, to where consumers are in the various stages of the purchase journey. GfK’s Point of Sales Tracking can help you keep up-to-date with how online and offline sales channels are developing at a country level. This will enable you to adapt your e-commerce strategy to stay relevant for consumers and the market—wherever that may be.

    Stay on top of sales channel dynamics
    with GfK’s POS Tracking

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  • GfK Webinar: The right way through the Touchpoint Jungle
    • 10/15/19
    • Retail
    • FMCG
    • Consumer Panels
    • Shopper
    • Global
    • English

    GfK Webinar: The right way through the Touchpoint Jungle

    How do you focus on the touchpoints in the shopper journey that really pay off?
    Join our experts on Nov 05 / 10 am (CET)

  • Ad-testing gets smarter for the multi-platform world
    • 10/09/19
    • Technology
    • Marketing Effectiveness
    • Global
    • English

    Ad-testing gets smarter for the multi-platform world

    For advertisers, the changing media landscape means there are more ways to reach consumers with advertising than ever before, with a steady shift to online formats. At the same time, ad budgets have barely grown and development timelines have reduced. In this demanding new environment, advertisers and agencies need fresh approaches to ad-testing in order to:

    • Boost efficiency (cost and time)
    • Leverage learnings across media
    • Mine insights across and within ads and campaigns
    • Accommodate new and emerging ad formats

    Advertisers now need earlier-stage, media agnostic ad concept tests and more efficient screening of final creative, with tighter integration of pre-testing and in-market performance learnings.

    Ad-testing that’s flexible, efficient in every way and just plain fast

    GfK has responded to these needs with a comprehensive and dynamic learning system, Ad Fit Optimizer. It is a breakthrough approach that combines speed, low cost and behavioural measurement.

    Using intuitive assessment criteria to deliver:

    • Early concept and creative evaluation
    • Low-cost, fast-turnaround screening of finished and semi-finished ads
    • A consistent framework for evaluating different advertising media in natural environments

    “This is the ad-testing breakthrough I was looking for – flexible, efficient in every way, and just plain fast. Kudos to GfK for delivering a truly digital solution.”

    –Josh Billig, Microsoft

    This flexible system accommodates not just TV ads, but all forms of online advertising, including video (pre-roll, in-text and in-banner), banners and rich media advertising.

    The screening is performed not only across a range of regular, mobile and social media online environments, but also:

    • Regular web page and mobile site environments to test a range of shapes and sizes of static, animated and rich media banners, as well as in-text video
    • A Facebook-like mobile environment to test a variety of social media ad formats
    • A pre-roll-type environment to test video ads across a range of screen sizes

    How is it different to ‘normal’ ad-testing?

    In line with the latest thinking in cognitive psychology, viewer exposure to ads in an Ad Fit test is unforced; respondents are free to disengage from the ads at any time, as they would be in real life.

    We can therefore measure how effective an ad is at ‘hooking’ consumers and ‘holding’ their attention. Most other ad pre-testing systems rely solely on a forced exposure methodology that will struggle to identify an ad’s real ability to break through the clutter in our multi-tasking world.

    At the end of the process, all stages of ad testing are integrated into a database, so you can get the bigger picture on what makes your campaigns successful.

    What have we learned from Ad-Fit Optimizer?

    Let’s not forget that we are approaching the end of the year, with Black Friday, Cyber Monday and Christmas making the intensely cluttered ad environment even more challenging.

    So, what are the do’s and don’ts for marketers and advertisers? We used our learnings from Ad Fit Optimizer to help you drive your campaigns with the ultimate guide for driving effective holiday advertising.


    Get your 6-step guide to driving effective seasonal ads

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