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Leverage OTT/TV + social media mix for end-to-end campaign insights
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 awareness and health – one market at a time.
To meet the needs of today’s market, campaign measurement needs to:
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:
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:
The result is a uniquely rich understanding of your campaign’s achievements across goals and media platforms.
who has seen your ad on key social platforms
measured through an enhanced Opportunity To See (OTS) model
a unique approach to measuring TV ad exposure and engagement
obtaining custom insights from the same consumers
the definitive study of consumer behaviors