MMS and GfK Close-in on Total Video Ratings Currency in Sweden

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NUREMBERG, Germany, June 2, 2017 /PRNewswire=KYODO JBN/ --

     One of the leading TV media currencies worldwide, MMS - which measures the

moving image in Sweden - has released its digital ad ratings service. The

service covers video advertisements on broadcasters' websites and apps viewed

across PC, smartphone, tablet and smart TV. It is built upon GfK's data

integration and data science capabilities that fuse MMS's multi-source data

streams into actionable currency.

    The data is delivered to Sweden's market daily via MMS's ad analytics web

application. It gives a holistic view of ad campaign impressions, de-duplicated

cross-device reach, and rich target group definitions.

    The joint project started in 2015, with MMS and GfK establishing a

partnership which produces tightly integrated data as well as true innovations

in data science.

    The underlying data integration model is a tailored version of GfK's proven

audience modeling platform (AAM). One of the key features is the daily assembly

of data streams from four data providers, who deliver panel, profile and census

level datasets.

    A break-through innovation within GfK's audience modeling approach enables

the vast amounts of census measurement data.

    MMS and GfK drive towards a Total Video Currency

    The next step in the MMS-GfK drive towards a Total Video Currency is the

integration of linear TV data with the digital ad rating service. This will

enable preeminent tracking of video consumption across TV, smart TV, PC,

smartphone and tablet.

    Magnus Anshelm, CEO of MMS, comments, "Our challenge was this: We already

have successful data streams covering all the necessary audience measurement

areas, but these come from a number of different sources and companies.

Bringing these together into a single data set is the obvious improvement - but

assigning a single supplier to start producing all the various measurement

systems from new would not be cost effective. Instead, we have commissioned GfK

to create the processes that will accurately fuse our existing data streams as

they come in, producing our ultimate aim of a Total Video Currency."

    Stefan Raum, Global Head of Media Measurement at GfK, adds, "Markets need

solid and comprehensive currencies. We are proud that MMS selected GfK as their

partner for Sweden's TV market. These processes that allow integrated analytics

of data from all relevant sources are key to the dynamic development of video

markets around the world."

    For more information, please visit http://www.gfk.com Follow GfK on Twitter

https://twitter.com/GfK

SOURCE:  GfK