Brand Campaign Evaluator

Get rich, fully integrated insights on your campaign’s performance

Compared to just a few years ago, today’s consumer/media relationship is almost unrecognizable. Trends toward increased usage of streaming TV and social media have only accelerated during lockdowns, with 7 in 10 ad dollars now flowing to digital media. Marketers and planners need to rethink their assumptions about ad planning and measurement – and meet the growing demand for proof of performance.

Too many of today’s ad metrics sit in siloes, resisting a unified approach to measuring ad effects and brand lift. Marketers can measure TV or social, reach and frequency or brand awareness and health – one market at a time.

To meet the needs of today’s market, campaign measurement needs to:

• Evaluate the impact of campaigns on brand equity measures 
• Provide a reliable picture of ad exposure through passive data
• Inform optimization of TV / OTT and social media mix to effectively target and message to key audiences
• Measure global campaigns via a scaled solution

The GfK Brand Campaign Evaluator is an all-in-one system for assessing campaign proof of performance that leverages OTT/TV and Facebook® ad exposure data with sophisticated campaign and brand analyses.

First, through comprehensive audience insights, you can define your campaign’s channel performance on reach and targeting. Focusing on social media and OTT/TV, you’ll find out:

• Which channels are driving reach?
• Who was reached by the campaign?
• Did your targeting strategy succeed?

Then, GfK expands the frame with a complete look at channel impact on your brand KPIs. This empowers you to understand the role of each channel for managing your brand:

• Did the campaign strengthen your brand?
• What channels are important to build your brand?

The result is a uniquely rich understanding of your campaign’s achievements across goals and media platforms.