At a time when marketers are feeling increasing pressure to measure the ROI of their marketing efforts, GfK is now a Global Brand Enhancement Partner on META Platforms, Inc., enabling GfK captures and reports brand ad gains on Facebook and Instagram. The new solution, Campaign Amplifier, allows marketers to measure the impact of their campaigns on the Meta platform on their brand attitudes and perceptions, and compare them to traditional media. video and other digital channels.
GfK’s proprietary analytic model, using the most advanced machine learning algorithms, is applied to a brand impact survey to calculate the impact of campaign impressions on brand KPIs. The computational model improves brand metrics for each channel, allowing marketers to better gauge how advertising on the Meta platform contributes to overall campaign performance both in terms of reach within the target group. and brand impact.
GfK’s Campaign Booster is the ideal solution for marketers looking to measure the effectiveness of their brand advertising and generate insights for future media planning and creative execution.
“In today’s privacy-focused ad-ecosystem, accurate measurement must increasingly rely on partnerships between media platforms and research companies. We’ve had great success demonstrating the value of advertising on Meta platforms with our Marketing Mix Modelling, Reach, and Sales Lift solutions, and we’re excited to expand that partnership to include Brand Lift, which is another critical tool for marketeers”,
Michael Mandato, GfK VP, Global Account Director.