GfK
Media Measurement Global View

The media landscape continues to evolve, and advertisers must keep up! This quarter was all about understanding the changes in the landscape, debating what those changes mean for advertisers, as well as studying new trends in consumer behavior that will impact the media world moving forward. We attended and hosted several events, including asi, where we discussed the future of media measurement and the challenges that currently exist, we debated the potential looming crisis in advertising (and what to do about it!) in our fifth annual roundtable panel, and we hosted a webinar that dove into the changes in consumer online behavior and what drives those changes.

And we didn't stop there! We partnered with Facebook on a study to better understand how Facebook and Instagram ads can complement

TV ads to increase reach and influence purchase behavior. In the UK, we took a closer look into consumer confidence and financial outlook, as well as which news media they watched and at what frequency. And finally, for those of you looking to get a full 360-degree view of your audience, we highlighted our Content Appreciation product, which gives you the qualitative "why" behind your quantitative ratings to truly understand your audience engagement.

Catch it all in this month's newsletter. As always, we're delighted to hear from you and discuss your media measurement challenges and requirements, so please do get in touch with anyone in this newsletter, or your account manager.

We look forward to hearing from you.

Five days at the start of November, 11 panel sessions, 46 presentations, and over 300 media professionals from 43 countries.

ASI 2021 delivered some truly thought-provoking discussions and debates about the present and future shape of media and its measurement.

GfK is proud to have contributed six presentations to the event which was jam-packed with high quality and seriously exciting insights into the now and next of our dynamic industry.

This was the second virtual event, and we hope that the 2022 event will be live and face-to-face again!

Read our conference roundup here

As part of a meta study for Facebook, GfK examined the impact of 40 campaigns that ran from 2018-2020 on TV and on Facebook and Instagram. We compared the results using our Crossmedia Link Panel. In the resulting analysis, we discuss:

• How TV and Facebook/Instagram complement each other
• The incremental reach
• Which target demographics and segments are reached on each channel

• How they drive sales
• Ways to adjust budgets by channel for more effective marketing

We conclude that Facebook and Instagram drive efficient and effective reach in high value target groups, so these media work exceptionally well with TV.

Download the full study here or listen to the podcast.

With consumers increasingly embracing ad-free SVOD services and the continuing decline in linear TV viewing, many advertisers are wondering if their opportunities to easily reach large audiences are diminishing.

How can the industry meet this challenge and what role can measurement play in understanding and achieving effective reach?

To understand this pressing issue, GfK convened the fifth in its series of annual industry roundtables, seeking insights from the full spectrum of the media industry across broadcast, digital, media planning and advertiser brands from sectors including retail and FMCG, including Google, Unilever, REWE and Omnicom. Moderated by industry expert Richard Marks, the resulting insights were fascinating.

Download the white paper today

As we know, ratings do not always tell the full story around engagement with content. While it always remains important to quantitatively know the size of any audience, it is also crucial to understand, qualitatively, what engages an audience so that you can improve your current content and pinpoint what content to acquire for the future.

Find out how we can help you understand your audience engagement better with our content appreciation surveys.

Each month GfK asks UK consumers how confident they feel about their personal financial future and the economic health of the United Kingdom. This November, in addition to questions about people’s personal financial situation and views on the economy, we also asked “how closely do you follow the news” and which news services and programmes you have watched/listened to/used in the last month.

Despite not showing a clear trend, this snapshot gives an exciting overview of user behavior. We are happy to discuss the findings and consult on what this means for the future.

Read the full media snapshot here.

In parallel to the substantial changes in media consumption during the last years, also consumers’ shopping behavior is changing massively.

Watch our joint webinar with Mobiquity to learn how and why e-commerce developments in FMCG are stalling, and crucially, how your business should respond.

Lenneke Schils, Global Insights Director at GfK, addressed the status of e-grocery across Europe, looking at the profiles of online and non-online shoppers, the channels and retail models used now, and what we expect to change, and the future of so-called ‘flash’ delivery.

Our special focus on the online shopping experience will help you analyze what drives shopper satisfaction when buying groceries online.

Danny Groenenboom, Strategy Director Retail Europe at Mobiquity focused on the new digital innovations that are key to improving shopping experiences and unlocking future growth. What framework should you consider to successfully implement and realize digital innovations?

Discover the latest digital developments and future growth drivers. Watch the video and download the slides of the webinar here.