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
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-Centric Campaign Evaluator can help you optimize your campaign’s effectiveness.