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Agencies Cite GfK MRI as a Top Source of Data for Planning Digital Place-Based AdvertisingNEW YORK --(Business Wire)-- In a new survey, more than half (53%) of approximately 330 advertising and media agency professionals identified GfK MRI as a leading syndicated source of data for planning digital place-based advertising. GfK MRI ranked second among 10 syndicated tools in the study by the Digital Place Based Advertising Association (DPAA). GfK MRI's single-source database, the Survey of the American Consumer®, is the country's leading source of consumer information, including representative demographics, psychographics, and media consumption and product data. National advertisers and their agencies use this information to understand audiences, create and activate target segments, and build media plans. GfK MRI conducts a continuous, truly representative survey with over 25,000 US adults each year, collecting product ownership and consumption data for over 6,500 products in nearly 600 categories. "We know that media agencies rely on our data for their clients, and as new forms of media consumption arise, we make sure that we are covering them accurately and to our high quality standards," said Florian Kahlert, Managing Director of GfK MRI. "We have been measuring consumer exposureto digital place-based media for many years and frequently update our surveys to keep pace with the growth of this segment of the ad industry. We are very glad to have this validation of our work from so many of our clients, as well as the DPAA." According to the DPAA, the survey shows a continuing shift of digital and online budgets into digital place-based media. About 46% of agency planners said they will fund their digital place-based media plans through digital and online budgets, an increase of 10.6% over the 2013 survey and 14.5% over 2012. When asked their top reasons for including digital place-based media in their media plans, respondents cited the following benefits most often:
Founded in 2006, the Digital Place Based Advertising Association represents leading digital place-based advertising networks by promoting their integral role in the "video everywhere" ecosystem. About GfK GfK is one of the world's leading research companies, with around 13,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK's sales amounted to €1.51 billion. To find out more, visit www.gfk.com/us or follow GfK onTwitter: https://twitter.com/GfK_en |
