Page 34 - index
P. 34
COMPANIES & CAMPAIGNS
GfK now able to properly evaluate ad
viewing across multiple devices as well as
unify the browser and app experience
With predictions of mobile ad spend reaching $100 bil- cross-media clarity while fully adhering to privacy guide-
lion in 2016 (51% of all digital expenditure) and doubling lines and laws," says Arno Hummerston, Global Direc-
by 2019 to $196 billion (70% of all digital ad spend), mo- tor, Digital Market Intelligence at GfK.
bile advertising is key for any marketer.
GfK has also developed a multi-faceted approach with
Despite this trend, the technology to maximize digital ad Facebook to bring a robust evaluation of the effective-
spend around more than just delivery metrics has not ness of advertisers' campaigns across all devices. Tak-
been made available as of late. The more proudly GfK ing into account the targeting and reach of Facebook
announced that it has the assets now - to evaluate the campaigns, these new solutions allow total campaign
full cross-media picture, even at a brand impact level, effectiveness measurement.
that is required by media agencies, publishers and ad-
vertisers. In other words, GfK can now identify when an Hummerston states: "By bringing together the PC
individual is exposed to an advertisement on multiple browser ad exposure measurement with mobile brows-
devices (PC, smartphone, tablet etc.) and unify the er measurement and also the in-app ad measurement,
browser and app experience - thereby enabling a more GfK has closed the cross-media digital loop. We have
accurate evaluation and attribution of the performance of great coverage and scale through collaborators like
ad formats, creative and overall campaigns. Doing so Facebook. We will continue to invest and evolve our
requires not only the actual measurement of individual digital ad solutions to help marketers better understand
exposure to ads, but also the attribution of these expo- their efforts in the digital space. In that way they can
sures across multiple devices and also different ecosys- deliver more integrated, better performing campaigns."
tems.
These solutions are currently being used and optimized
"This time last year I was presenting at conferences and and will be incorporated into GfK's existing portfolio
telling clients that the big issue in mobile advertising was from November 2015 onwards, including GfK Experi-
that we couldn't evaluate ads properly - despite there ence Effects communication trackers.◊
being so much data around - mainly because of privacy By MediaBUZZ
and technology challenges. We are now able to bring
34 Asian eMarketing October 2015: Mobile Marketing
34
GfK now able to properly evaluate ad
viewing across multiple devices as well as
unify the browser and app experience
With predictions of mobile ad spend reaching $100 bil- cross-media clarity while fully adhering to privacy guide-
lion in 2016 (51% of all digital expenditure) and doubling lines and laws," says Arno Hummerston, Global Direc-
by 2019 to $196 billion (70% of all digital ad spend), mo- tor, Digital Market Intelligence at GfK.
bile advertising is key for any marketer.
GfK has also developed a multi-faceted approach with
Despite this trend, the technology to maximize digital ad Facebook to bring a robust evaluation of the effective-
spend around more than just delivery metrics has not ness of advertisers' campaigns across all devices. Tak-
been made available as of late. The more proudly GfK ing into account the targeting and reach of Facebook
announced that it has the assets now - to evaluate the campaigns, these new solutions allow total campaign
full cross-media picture, even at a brand impact level, effectiveness measurement.
that is required by media agencies, publishers and ad-
vertisers. In other words, GfK can now identify when an Hummerston states: "By bringing together the PC
individual is exposed to an advertisement on multiple browser ad exposure measurement with mobile brows-
devices (PC, smartphone, tablet etc.) and unify the er measurement and also the in-app ad measurement,
browser and app experience - thereby enabling a more GfK has closed the cross-media digital loop. We have
accurate evaluation and attribution of the performance of great coverage and scale through collaborators like
ad formats, creative and overall campaigns. Doing so Facebook. We will continue to invest and evolve our
requires not only the actual measurement of individual digital ad solutions to help marketers better understand
exposure to ads, but also the attribution of these expo- their efforts in the digital space. In that way they can
sures across multiple devices and also different ecosys- deliver more integrated, better performing campaigns."
tems.
These solutions are currently being used and optimized
"This time last year I was presenting at conferences and and will be incorporated into GfK's existing portfolio
telling clients that the big issue in mobile advertising was from November 2015 onwards, including GfK Experi-
that we couldn't evaluate ads properly - despite there ence Effects communication trackers.◊
being so much data around - mainly because of privacy By MediaBUZZ
and technology challenges. We are now able to bring
34 Asian eMarketing October 2015: Mobile Marketing
34
