Analysis
Brand & Media
Plan with a full view of markets and consumers, optimize creative, reach high-value audiences, measure media delivery, and prove the outcomes of every investment.
Build stronger brands and make media work harder.
Media performance is shaped long before a campaign goes live, and proven long after an impression is delivered. Marketers need to understand the market, choose the right media, develop effective creative, reach the right audiences, and connect investment to real outcomes.
NIQ brings these actions together. Our Brand & Media portfolio combines market, consumer, media, and purchase intelligence with analytical expertise to help brands, advertisers, agencies, and media owners improve performance across the full media lifecycle.
Our Brand & Media solutions
Marketing Planning
Use marketplace and consumer intelligence to identify and size new opportunities, understand audiences, evaluate the competitive landscape, and decide where media investment can have the greatest impact.
Audience Activation
Move beyond demographics to identify high-value targets with purchase-based behavioral intelligence from NIQ. Use ready-to-activate and custom audiences to sharpen targeting across screens or enrich your first-party data with NIQ attributes to create new targeting segments.
Media Measurement
Use media measurement and software solutions across video, audio, digital, and cross-media. Combined with NIQ’s consumer data these insights demonstrate how media influences consumer behaviour and business outcomes.
Outcome Measurement
Quantify how marketing investments impact sales, brand perception, and ROI. Use marketing mix modeling, sales lift, and custom measurement to optimize channels, markets, budgets, and future marketing plans.
Creative Optimization
Identify which creative ideas are most likely to work, diagnose what drives attention, emotion, memory, and brand lift, and turn those insights into clear actions before and during activation.
Answer the questions that move marketing forward
- Where is the greatest market opportunity for my brand or portfolio?
- Which channels and markets should receive more investment?
- Which creative executions will drive the strongest in-market response?
- Who are my highest-value audiences, and how can I reach them efficiently?
- Did the campaign deliver the intended reach, frequency, and engagement?
- What did marketing contribute to sales, brand growth, and ROI?
- Who is watching, listening to, or visiting my content?
Why NIQ
58% higher market share
reported by brands that generate strong consumer experiences through a well-executed advertising strategy.
42% of consumers
exclusively buy brands that appeal to their beliefs, values, or ideals, making a well-defined marketing strategy essential.
30% of revenue
the average attributed to brand strength, which is directly impacted by a data-driven media strategy.
Case Study
Optimizing brand strategy in diverse markets.
Intersport teams up with GfK to optimize its brand strategy.
Case Study
A powerful partnership answering key business questions
IKEA Austria uses the full range of GfK’s solutions to operate in an extremely competitive sector
Ebook
Build, activate and showcase an irresistible brand
Get your entire business behind your brand by linking brand performance to market reality, revealing the true contribution of your brand efforts to commercial success.
Discover the secrets to building a strong brand that generates more demand and delivers more value.
Featured Product
NIQ Brand Architect
Develop successful brand strategies that connect with your consumers, increase your brand strength, and deliver remarkable brand experiences.
Unlock your solution todayNIQ BASES
Great creative is a competitive advantage
With tools across the spectrum from deep optimization and validation to compact and agile, NIQ BASES provides foundational, scalable learning from every ad.
Unlock your solution today
NIQ’s Product Finder
Explore our Innovative product offerings to unlock the Full View™
FAQs
- What is the difference between media measurement and outcome measurement?
Media measurement focuses on understanding audiences, media consumption, and campaign delivery across channels. It provides the independent audience intelligence currencies used by Joint Industry Committees (JICs), media owners, advertisers, and agencies to support planning, trading, and accountability.
Outcome measurement focuses on business results, quantifying how marketing investments contribute to sales, brand growth, customer outcomes, and ROI. Outcome measurement evaluates what marketing changed, including sales lift, brand growth, ROAS, and overall return on investment.
Media measurement and outcomes measurement are increasingly converging. By bringing together audience, media, consumer, and purchase intelligence, organizations can better understand not only who was reached and how media was delivered, but also the business outcomes that resulted.
- How can NIQ improve media planning?
NIQ provides marketers with marketplace and consumer intelligence to help teams size opportunities, understand audiences, assess the competitive landscape, and identify the channels and markets most likely to support business goals.
- How does NIQ help optimize advertising creative?
NIQ evaluates the factors that drive attention, emotion, memory, and brand impact, then translates the findings into specific guidance teams can use to improve creative without restarting the development process.
- How can brands build and activate better audiences?
Brands can enrich first-party data with purchase-based behavioral intelligence or use ready-to-activate and custom-built audiences to move beyond demographics and reach high-value audiences across screens.
- How does NIQ connect marketing investment to sales?
NIQ uses approaches including marketing mix modeling, matched market testing, sales lift, and custom measurement to quantify impact and inform future decisions about channels, markets, and budgets.
- How do Joint Industry Committees (JICs) and media industry bodies use NIQ media measurement solutions?
JICs, broadcasters, publishers, and advertisers use NIQ media measurement and software solutions to establish independent audience measurement currencies across video, audio, digital, and cross-media environments. By combining audience, media, and consumer intelligence, NIQ helps stakeholders understand media consumption, evaluate campaign delivery, and support transparent, industry-wide measurement standards including consumer buying behavior.
- Can NIQ support the full campaign lifecycle?
Yes. Through NIQ’s portfolio of consumer insights, targeting solutions, and measurement capabilities, we support marketing workflows across brand strategy, media planning, creative optimization, audience activation, media measurement, and outcome measurement.