Understanding consumer behavior across media and device
Media were once easily defined by their devices: television programs were seen only on TV sets; magazine news and feature articles were seen only in print; radio broadcasts could only be heard on a radio set. The challenge today is understanding media consumption in a fragmented landscape. GfK’s digital-first measurement platform provides the foundation for true cross-media measurement.
The GfK Measurement Platform captures and quantifies cross-media consumer behavior, across all devices, helping you to:
Successfully implement advertising and media buying strategies
Understand cross media behavior and evaluate revenues
Integrate this data with other sources and systems
With over 50 years’ experience in media measurement, we are the trusted experts delivering media currencies worldwide. Our unique single-source cross media panels cover PCs, tablets and mobile, and we enrich our audience measurement platform with a variety of data sets to fully understand consumers and their media behavior. We integrate this with existing panels and further enhance with additional GfK datasets and third-party data. We can then extract further value using data science techniques such as hybrid algorithms, data fusion and Audience Ascription Modelling
Evaluate content across all channels. Metrics are delivered 48 hours post-broadcast by audience group for viewer motivation, promo performance and impact of key figures.
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