Indonesia to be APAC launchpad for GfK’s cross-media studies
By Digital News Asia August 21, 2015
- TV and magazine content being consumed across a variety of devices
- Data will help brands better target audiences and measure performance
INDONESIA will be the first market in Asia Pacific where GfK will launch its Crossmedia Link product, which seeks to measure consumption habits across today’s high-tech media usage.
Media were once easily defined by their devices – television programmes appeared only on TV sets, while magazine news and feature articles were seen only in print.
With the evolution and proliferation of the Internet and connected devices, now television programmes and magazines are also viewed on laptops, tablets and mobile phones, the market research firm said in a statement.
To be launched in Indonesia in September, GfK Crossmedia Link tracks consumer behaviour across several screens, including desktop, smartphones and tablets.
In Indonesia, Crossmedia Link is based on passive digital monitoring combined with diary inputs for TV, radio and print measurement.
A 6,000-strong panel comprising representatives across five key cities in Indonesia is being established and tracked for their consumption patterns, GfK said in its statement.
A GfK proprietary software is installed in each panellist’s devices (smartphones, tablets, PCs and laptops) to automatically track their usage and behaviour on these devices. On top of this, TV and print media usage will be measured using periodic surveys, the company added.
“Indonesia was chosen as the first Asian market to launch Crossmedia Link as it has one of the fastest growing markets in the world for online penetration, mobile Internet, advertising revenue, and e-commerce,” said Guntur Sanjoyo, managing director for GfK in Indonesia.
“The country’s mobile-first environment and its fast-expanding middle class have created a tremendous need for high quality data to understand the complex media behaviour of local consumers,” he added.
GfK Crossmedia Link will provide data that effectively supports cross-media audience measurement and strategic media planning for global and local media groups.
This will allow brands and advertisers to better target, monitor, and evaluate their ad campaigns using more in-depth profiling, and also evaluate campaign effectiveness across different media, the company claimed.
Besides Indonesia, Crossmedia Link is now available in Brazil, Germany, Italy, the Netherlands, Poland, Russia, South Africa, Turkey, and the United Kingdom.
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