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Date şi interpretări: Media şi divertisment

Industria media şi cea a divertismentului se confruntă cu transformări de o amploare nemaiîntâlnită până acum. Aceste schimbări oferă oportunităţi unice pentru media, agenţiile de publicitate, producătorii de conţinut şi proprietarii de platforme digitale care reuşesc să le înţeleagă impactul.  

Astăzi, lupta pentru audienţe este mai acerbă ca oricând şi fiecare telespectator sau ascultător deține un rol din ce în ce mai important. Din acest motiv, industria media este forţată să analizeze datele cu o atenţie tot mai mare. Grupurile media şi cele digitale trebuie să înţeleagă transformarea obiceiurilor de consum şi a preferinţelor publicului în materie de conţinut şi canale urmărite (tradiţionale, digitale şi altele).  

Experţii noştri în media şi divertisment vă oferă date şi interpretări precise despre tipurile de programe urmărite, despre canalele şi dispozitivele utilizate pentru accesarea acestor conţinuturi, dar şi despre motivele aflate în spatele acestor preferinţe. Integrăm seturi multiple de date cross-media şi extragem concluzii relevante bazate pe experienţa noastră în materie de tehnologii de prelucrare, integrare şi analiză a datelor.  

Seturile de date unice deținute de GfK includ audienţe pe categorii, date despre consumatori și date la nivel de retail (de ex. Video on Demand, DVD-uri, muzică, cărţi, jocuri video şi console). Acestea ne permit să evaluăm consumul media, eficienţa campaniilor publicitare şi atractivitatea conţinutului. Prin captarea, analiza şi decriptarea consumului media între canale, platforme şi dispozitive, vă ajutăm să dezvoltaţi şi să puneţi în practică strategii de business de succes.

Noutăți

Găsiți cele mai noi date și interpretări pentru industria media și cea a divertismentului. Vedeți toate informațiile.

    • 06/15/15
    • Media and Entertainment
    • Consumer Goods
    • Consumer Panels
    • Romania
    • Romanian

    GfK Crossmedia Link, o solutie integrata de masurare a expunerii media

    GfK Consumer Panel Services Romania lanseaza o solutie integrata de masurare a expunerii media pentru TV, Radio, Print si Internet: GfK Crossmedia Link.
    • 09/26/19
    • Fashion and Lifestyle
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Consumer Goods
    • Geomarketing
    • Geodata
    • Picture of the month
    • Global
    • English

    Map of the Month: Online purchasing power for food, Germany 2019

    GfK's Map of the Month for September illustrates the 2019 regional distribution of purchasing power for food purchases via online retail in Germany.
    • 07/18/19
    • Media and Entertainment
    • Technology
    • Media Measurement
    • Global
    • English

    What is the future of total media measurement? A global perspective

    As the future of total media measurement is always a hotly debated topic, GfK invited industry experts to a roundtable discussion on how the landscape is changing. Participants included Google, Facebook, CIM (Belgium), UKOM (UK), CIMM (US), MMS (Sweden) and PMA (Netherlands). Here’s a taster of the four key themes that emerged.

    Media Measurement today

    When we look at media measurement today and imagine its future, a key question is: Does it make sense to develop increasingly complex and sophisticated methodologies? Although modelling media measurement data alongside panels is a fact of life, we found widespread support for the methodological purity of panel measurement – albeit recognizing its limitations. In comparison, the myriad approaches available today causes confusion, and everyone needs to be clear what hybrid, cross platform or total measurement offer. This is particularly essential now as we try to make sense of changing consumer behavior and different means of measuring it. “It is the most extensive modelling we have ever done… what we are hoping for is that the aggregate results are right. […] And that’s difficult to sell to TV people, because they’ve lived for decades now with the idea that they already have the best possible audience research”.

    How will we measure it tomorrow?

    Our second topic relates to tomorrow‘s measurement, addressable TV, programmatic, and the total customer view. While a number of panellists were fairly dismissive of the impact of addressable TV advertising, Google and Facebook saw more significance in these innovations. Now that broadcasters and publishers are generating more data that can be linked back to consumer purchasing, everyone agreed there will be a growing challenge to connect multiple data silos. Some participants felt that research panels can still provide the base-level data to link, organise and make sense of these multiple data sets. “It does represent one more step from the traditional TV world towards the world that I represent, and it makes the politics slightly easier. It makes forging alliances, building bridges and so forth easier. We start to talk the same language.” —Niels Marslev, Google The future of currency and role of JICs What constitutes a currency measure for the trading of advertising is critical. What the industry needs from a currency – or equivalent accepted measure – changes as the media ecosystem evolves. Our experts felt that the increased use of proprietary datasets in a fragmented landscape could well increase demand for a neutral third-party to critically evaluate contending methodologies. So in the future a JIC could move from currency provider to trusted auditor. “It is really about what the currency should actually be doing and whose needs it is serving.” —Nik Shah, Facebook Will total media measurement grow budgets? Although media budgets in some markets have increased, the general consensus was that unlocking additional spend through expanded media measurement is unlikely. However, new forms of cross-media measurement may result in some form of redistribution of existing revenue streams. Advertisers are looking for more efficient ways to spend their budgets and need measurement advances to offer better ROI. Multi-platform measurement could drive down costs and make the process more efficient, with potentially more return. “I don’t think there is a massive pot of money sitting out there that isn’t being used, that is waiting for the JICs to get their act together and as soon as it happens will flood into the market”. —Ian Dowds, UKOM

    Conclusions

    Is the industry moving towards measuring the total consumer rather than total media? Certainly at GfK, we believe that a stronger link between advertising and consumer buying behaviour is needed to create the kind of compelling evidence that will stimulate the appetite for advertisers to increase overall investment in media. Ultimately, advertisers will want high quality, GDPR compliant currencies and metrics they can trust and we continue to work closely with JICs and big data providers as we make further developments in this area.

    Want to know more about this study?

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    • 06/06/19
    • Fashion and Lifestyle
    • Financial Services
    • Industrial Goods
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Energy
    • Geomarketing
    • RegioGraph
    • Digital Maps
    • Digital Maps
    • Regional Market Data
    • Global
    • English

    RegioGraph LocationAdvice: On-the-go business site analyses

    GfK's newly released online tool RegioGraph LocationAdvice allows expansion and location planners to carry out location and competitor analyses on digital maps while traveling or away from the office.
Soluții
  • Panel de consumatori

    Panel de consumatori

    Afacerea dumneavostră este despre clienţi. Astfel, devine esenţial să-i înţelegeţi - atât pentru a vă asigura că produsele şi serviciile dumneavoastră le satisfac nevoile, cât şi pentru a identifica oportunităţi de dezvoltare.

    Experienţa noastră internaţională în domeniul panelurilor de consumatori ne permite să vă oferim o imagine completă asupra consumatorilor dumneavoastră: cine sunt ei, care sunt atitudinile şi comportamentele lor de pe toate canalele.

  • Monitorizarea punctelor de vânzare

    Monitorizarea punctelor de vânzare

    Retailerii şi producătorii se află sub o presiune constantă de a dezvolta produse şi servicii care să le maximizeze vânzările şi profitul și de a-şi loializa clienţii.

    Succesul se bazează pe accesul la cele mai noi date de vânzări în retail, îmbinate cu înţelegerea produselor şi serviciilor care obţin cele mai ridicate și  sau mai scăzute performanţe pe piaţă. Având aceste date, companiile îşi pot seta strategii clare de dezvoltare și să își  eficientizeze investiţiile.

  • Shopper

    Shopper

    Era digitală continuă să ofere noi căi şi modalităţi de cumpărare, schimbând radical modul în care oamenii achiziţionează lucruri. Tot mai multe date devin disponibile zilnic, pe măsură ce cumpărătorii îmbrățișează experiențe  la nivel multi-channel cu brandurile.

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