GfK Media Measurement Global View

We’re on a mission to modernize Radio Audience Measurement (RAM). To do it, we’re going hybrid: combining various audio measurement datasets into one listening currency to offer greater quality and coverage.

GfK’s hybrid RAM product in Australia — Radio360 — has delivered enhanced data to the market, providing more insights into growing digital radio audiences. Our pioneering approach is helping radio stations open up additional revenue streams and advertisers make more informed buying decisions.

This project sees GfK’s media measurement team at the convergence of technology and market readiness. Integrating the different data sources is key to ensuring that the online audience is profiled and that listening isn’t counted twice.

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We are trialing an integrated measurement system to understand media consumption patterns in Singapore. The multi-platform audience and content measurement system captures insights on viewing preferences and behaviors across traditional TV, Video On Demand, Subscription Video On Demand/Over The Top content and social media platforms. To show what’s trending, it seamlessly gathers simultaneous responses across multiple viewing channels.

Industry stakeholders such as media owners, content creators, broadcasters and distributors can use it to better target tailored content and improve business decision-making.

This project is a response to a challenge that Infocomm Media Development Authority (IMDA) shared on the Open Innovation Platform. GfK anticipates the learnings from this project will be transferable to other markets. Find out more about the technologies being used in this leading-edge initiative.

When you want to measure your advertising campaigns, audio and video, and web content, you need to monitor web traffic. We do that using our census tracking system. SENSIC delves into the detail to go beyond understanding what content was consumed to uncover the how and the whom.

We offer extensive device coverage — including some that are often restricted — to capture the entire online universe. Further, we deliver detailed audience insights by combining our site- and user-centric data.

Our certified vendors and tech partners include Campaign Manager, AMP, MaxMind, aws, iab and Google Ads. What’s more, the integration has been designed to be simple and easy to use. Find out why so many of our clients use SENSIC.

GfK is proud to co-sponsor the asi International Radio & Audio Conference. This event is dedicated to Hybrid Audio and we’re presenting:

Wednesday, Nov 2
Radio360: from evolution to reality – bringing the vision to life

Deb Hishon, Media Measurement Director, GfK ANZ

We are also on stage in the International Television & Video Conference section:

Wednesday, Nov 2
The future of TV advertising in the living rooms of today
Co-presenters Simon Koepp, Senior Director Business Development, DACH, TheTradeDesk & Björn Sprung, Client Business Partner, Global Integrated Solutions, GfK

We’ll be presenting on day two as well!

Thursday, Nov 3
What the buy side and sell side want from measurement
Dominique Vancraeynest, Global Director of Business Development, GfK

Collaborating with our clients is key to helping us develop and innovate successful marketing effectiveness measurement tools. So it was great for our experts to meet up for two days of workshops and discussion at the GfK Orange Campus in Nuremberg.

Some of our clients joined us to share their latest thoughts on how market disruption had accelerated digital transformation in their organizations. 

Among the many take-outs, we learned from advertisers, agencies and global advertising platforms that:

• Data is the fuel for digital transformation
• Measurement and testing are key, ideally via single source panels like GfK Crossmedia Link
• Agility and adaptability are key to success
• It’s the humanization of data that creates compelling personas
• How to operate in a cookieless world
• The power of Retail Media

To find out what this means for you and your organization please contact:

Stefan Heremans

Dr. Roland Abold

Bjoern Sprung

The Belgian JIC (CIM) has just launched ToVA, the Total Video Advertising planner. Suzan Hoogland from GfK worked closely with the CIM to integrate TV and online video into a single tool for advertising campaign planning. Sofie Rutgeerts, TV & Digital Research Manager at CIM, tells us more about this first for the Belgian market (article in MM magazine - French).