Communications Optimisation
Digital has become an essential channel for reaching and engaging with consumers. The advertising industry varies, with some brands experimenting in this space and others adopting an ‘always online’ strategy. Irrespective of strategy, global digital advertising spend is increasing and cross media (online/offline) campaigns are becoming the norm. As a result, we believe advertisers are seeking to better understand the role of online media channels and their effectiveness within campaigns.
GfK’s ExposureEffects.dx is a simple yet highly effective research solution that measures how effective your campaigns have been in delivering the desired impact and value. Our methodology combines, actual exposure to online ads, modelled offline exposure with expert brand and ad metrics. With this research solution the GfK DMI Team can help you:
- Assess and evaluate campaign success in terms of who it reached and the impact it had
- Understand the role of the various channels deployed within the campaign
- Optimise future campaign effectiveness
- Optimise budget efficiencies and improve return on investment
GfK NOP and IAB Brand Building Trilogy White Paper
Looks at the separate and combined impact of online with TV, print and outdoor across three FMCG brands; Starbucks VIA, Nestlé’s Maggi So Juicy and, Lucozade Sport and Sport Lite.
Impact of online advertising for FMCG brands
GfK’s benchmarking work has produced a solid base that allows advertisers to understand the role of online campaigns when linked to other media.
GfK win 2011 MRS Advertising & Media Award
