GfK Media Efficiency Panel (MEP)
The GfK Media Efficiency Panel displays a worldwide unique measurement of online behaviour and media usage combined with shopping behaviour (online and offline) in a single source panel with a sample size of 15,000 households.
The measurement of internet use is made possible by an installation of a browser extension on the PCs of the panel participants. The participants identify themselves while starting the browser, the measurement proceeds in the background (passive measurement). All URLs visited by participants are recorded, the ads participants have seen are identified as well as searches and texts, displayed in search engines which are relevant to advertising are saved. Furthermore, reach and frequency of campaigns are registered, which facilitates the measurement of GRPs (Gross Rating Points) for online advertising. Online orders can be traced back to the SSL area.
Moreover, TV advertising consumption is electronically measured by audio recording of TV signals. The participants place a small device next to their television set which records all audio signals. These audio fingerprints are compared with the TV data flow of 11 channels that are relevant in terms of advertising. Thereby it is possible to detect who watched when which channel. This enables us to analyse the impact of different advertising campaigns based on empirical data. In addition to that, the usage of more than 250 print magazines is established via an annually survey.
Combined with regularly collected information of the various panels of GfK Panel Services Germany we can offer our customers a multitude of different analyses. Essential is the fact that, next to media usage data, also plenty of other information is available, especially data of shopping behaviour, which is continuously obtained by the tracking of our GfK Consumer Panels.
This enables cross media analyses which permit our customers to controll their media planning as well as the impact of their advertising campaigns and therefore optimize their marketing strategy based on precise consumer information. Furthermore we are able to make conclusions on usage behaviour and clicking rates, but more importantly, to analyse defined target groups, which are determined by different socio-demographic caracteristics or criterias such as shopping behaviour, branch orientation or media usage, on their online usage and thereby draw further conclusions for our customer’s media planning.
For instance the GfK Media Efficiency Panel is able to answer the following questions and much more:
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What is the reach of the company’s own site and of competitor sites?
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How intensively are the company’s own pages used compared with competitors? (Page impressions and length of visit, unique user and visits, periodic users, Intensity of use)
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Who do I reach with my own website and who are competitors reaching? Socio-demographic target group?
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Up and downstream (From where do users of my website come?
Where do users of my website go?) -
Do visitors find what they are looking for in my shop, or do they continue searching on competitor sites?
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Which and how many users obtain information online and then buy items online or purchase them in retail outlets?
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Which shops are included in the relevant set of each user?
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Conversion (How many of my visitors start the shopping or order procezz? How many of my visitors buy, order or book? What is the ratio at competitors?)
- Information behaviour
- How do potential customers obtain information before buying something?
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Where can I reach potential buyers? (Which websites do certain target groups visit? Where should I place my ads? With which sites do my buyers show a particular affinity? Which sites do users, who are searching for specific terms, visit?)
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With which traditional media should I support my advertising campaign?
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Which paths do users use to get to my website and those of competitors? (URL is entered, Search engine, Click on ad, affiliates)
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How effective was my advertising campaign? (Reach and frequency, Initial hits, Was the target group reached?)
- Conversion of advertising measures
Contact
Erik Lämmerzahl
Tel.: +49 (0) 911 / 395 – 3290
erik.laemmerzahl@gfk.com
