ASEAN KEY DESTINATIONS
GfK to measure Indonesians’ cross media and cross device consumption habits by 2015
Jakarta, 19 August 2015 – Media were once easily defined by their devices— television programs 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 programs and magazines are also viewed on laptops, tablets and mobile phones. To effectively measure consumers’ consumption habits across today’s high tech media usage, GfK is launching its Crossmedia Link product in Indonesia—the first market in Asia Pacific, in September this year.
GfK Crossmedia Link tracks consumer behaviour across several screens, including desktop, smartphones and tablets. A 6,000 size panel comprising representatives across five key cities in Indonesia is being established and tracked for their consumption patterns. 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.
“Indonesia is chosen as the first Asian market to launch Crossmedia Link as it has one of the fastest growing market 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 created a tremendous need for high quality data to understand the complex media behavior of local consumers.”
GfK Crossmedia Link provides reliable single source cross media 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. In Indonesia, Crossmedia Link is based on passive digital monitoring combined with diary inputs for TV, radio and print measurement.
“Our unique data set allows our clients to understand today's complex media behaviour and create links between the separate impressions and segmentation data they have today,” Sanjoyo added. “In today’s digital age, it is especially imperative for website and mobile owners to understand their digital consumers’ journey to help them gain an edge over their competition,” he concluded.
Besides Indonesia, Crossmedia Link is now available in Turkey, Russia, Brazil, Germany, Netherlands, Poland, South Africa, UK and Italy.
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.
For more information, please visit www.gfk.com or follow GfK on Twitter: https://twitter.com/GfK_en
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