GfK's Digital Ad Effectiveness Solutions to Include Mobile Capability

GfK's Digital Ad Effectiveness Solutions to Include Mobile Capability

NUREMBERG, Germany, September 29, 2015 /PRNewswire/ --

       
        - 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 on
Arno.Hummerston@gfk.com or tel +44(0)20-7890-9404 or twitter @ArnoHum.

    http://www.gfk.com [http://www.gfk.com ]

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