GfK's Digital Ad Effectiveness Solutions to Include Mobile Capability

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NUREMBERG, Germany, Sept. 29 /PRNewswire=KYODO JBN/ --

    - GfK can now identify when an individual is exposed to an advertisement on

      multiple devices (PC, smartphone, tablet etc.) and unify the browser and

      app experience - thereby enabling a more accurate evaluation and

      attribution of the performance of ad formats, creative and overall

      campaigns

    - GfK is also excited to announce an innovative collaboration with Facebook

      to incorporate evaluation of Facebook ads into the holistic solutions now

      available to advertisers  

    - GfK plans to launch capability in November 2015 in the United States,

      United Kingdom, Germany and selected digital markets

     With predictions of mobile ad spend reaching $100 billion in 2016 (51% of

all digital expenditure) and doubling by 2019 to $196 billion (70% of all

digital ad spend[1]), mobile advertising is key for any marketer. Despite this

trend, the technology to maximize digital ad spend around more than just

delivery metrics has not been made available - until now.

    GfK is pleased to announce it has the assets required for media agencies,

publishers and advertisers to evaluate the full cross-media picture, even at a

brand impact level. Doing so requires not only the actual measurement of

individual exposure to ads, but also the attribution of these exposures across

multiple devices and also different ecosystems.

    These solutions are currently being used and optimized and will be

incorporated into GfK's existing portfolio, including GfK Experience Effects

communication trackers, from November 2015.

    "This time last year I was presenting at conferences and telling clients

that the big issue in mobile advertising was that we couldn't evaluate ads

properly - despite there being so much data around - mainly because of privacy

and technology challenges. We are now able to bring cross-media clarity while

fully adhering to privacy guidelines and laws, " says Arno Hummerston, Global

Director, Digital Market Intelligence at GfK.

    GfK has also developed a multi-faceted approach with Facebook to bring a

robust evaluation of the effectiveness of advertisers' campaigns across all

devices. Taking into account the targeting and reach of Facebook campaigns,

these new solutions allow total campaign effectiveness measurement.

    Hummerston continues: "By bringing together the PC browser ad exposure

measurement with mobile browser measurement and also the in-app ad measurement,

GfK has closed the cross-media digital loop. We have great coverage and scale

through collaborators like Facebook.  We will continue to invest and evolve our

digital ad solutions to help marketers better understand their efforts in the

digital space. In that way they can deliver more integrated, better performing

campaigns."

    [1] Source: eMarketer - data accessed April 2, 2015

    For more information on GfK's digital capabilities, please contact:

    Arno Hummerston

    Arno.Hummerston@gfk.com or

    Tel: +44(0)20-7890-9404 or

    twitter @ArnoHum.

    http://www.gfk.com

    SOURCE: GfK