2016 09 29 gf k the impact of mobile and tv advertisement

1 © GfK Belgium | March 2016

The impact of mobile and TV

advertisement Bert Hendrickx | @bhendrickx88

Febelmar, September 2016

2 © GfK Belgium | March 2016

Information gatekeeper disruption

29%

Facebook to discover new content

The Belgians on Facebook – Facebook IQ

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Belgian online users

are multi-device users

(to access the internet)

Mobile only

22%

PC and mobile

59%

PC only

19%

The Belgians on Facebook – Facebook IQ

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3 hours of

traditional TV

consumption

per day

CIM 2016

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137

129

126

140

23

40

35

100

91

82

152

213

114

162

120

total

(minutes)

Using multiple

screens lineally

increases the

time spent

consuming

content Crossmedia measurement – GfK Germany – August 2015

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Engaging format

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Engaged audience

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Dual screening:

People use Facebook

while watching TV

TV content

does not

require full

attention

46%

When the ads

are on

41%

The Belgians on Facebook – Facebook IQ

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Desktop / laptop

TV, radio, print

Smartphone, tablet

Sales Cross-media,

people-based

measurement

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Consumers

toggle

devices

GfK &

Facebook

Data-Link

Measuring

clicks

Measuring

cookies

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Finding the FBID in GfK’s HTML traces

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... with GfK cross-media and sales data

Connecting Facebook ad data

Trusted Third Party

FB sends hashed, anonymized data on ad impressions

GFK receives only data for its panelists

GFK sends hashed FBIDs of its panelists to TTP

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(Incremental) reach

Short & long term

ROI

Channel uplift 3

1

2

Uplift per contact 4 Cross-media,

people-based

analysis

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TV

Facebook

Facebook

mobile

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Facebook

sells FMCG

in a

comparable

way to TV

1.12 1.26

Uplift factor: increased likelihood of purchase after controlling for

promotion, loyalty and demographics

18 © GfK Belgium | March 2016

Uplift

factor of

exclusive

reach

1,03

1,94

Uplift factor: increased likelihood of purchase after controlling for

promotion, loyalty and demographics

19 © GfK Belgium | March 2016

Both media benefit from

being launched first

Start with Facebook

+9%

Start with

TV

+2%

Difference between the uplifts driven by each medium among those first

exposed to a campaign on that medium versus those exposed first on the

other medium (GfK Crossmedia Link Germany, 2015)

20 © GfK Belgium | March 2016

Mobile

impact is

higher than

Facebook

average Uplift factor: increased likelihood of purchase after controlling for

promotion, loyalty and demographics

1

1,1

1,2

1,3

1,4

1,5

1,6

1,7

1 2 3 4 5 6+

FacebookMobile

Facebook

TV

1,21

1,46

1,70

21 © GfK Belgium | March 2016

Key take aways

Bert Hendrickx

Digital Market Intelligence

GfK Belgium | @GfK

bert.hendrickx@gfk.com

@bhendrickx88

TV is an engaging format, but your

audience might not be

People based measurement and data

integration improve media analysis

Include mobile to increase campaign

reach and impact

1 2 3

22 © GfK Belgium | March 2016

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