Proving the impact of advertising is complex in a multi-media world. Evidence of sales uplift can be provided from an advertiser’s own results and purchase panels, but qualitative brand KPIs such as favorability, likelihood to recommend and purchase intent require more sophisticated whole-of-market approaches.
Meta aims to quantify every media touchpoint in cross-media campaigns to illustrate the contribution each makes to the end result. GfK complements Meta’s own metrics by adding comparable measurement for all media channels and markets. With data available across EMEA, advertisers can evaluate their performance by channel and country to optimize campaign outcomes and maximize budgets. As Meta introduces innovative formats, such as reels, this insight has a crucial role to play in showcasing their impact. Advertisers can then make informed decisions about integrating new formats into their media plans.