After 10 years as the leader in digital audience measurement in Spain, ComScore lost, this past month of March, the competition organised by the advertising industry. The winner was the German multinational GfK, who proposed a new measurement model that, as a novelty, is user-centred.
Until now, digital consumption has been focused on devices, regardless of the user behind it. From now on, the GfK method will be focused on the individual, regardless of the device used. ComScore had been questioned for some time for counting as “unique users” readers who came to web pages by chance and only spent a few seconds on them, thus encouraging practices such as clickbait.
In the competition organized by the Spanish Association of Advertisers (AEA for its abbreviation in Spanish), the Media Research Association (AIMC) and IAB Spain, GfK defeated ComScore, Ipsos and Nielsen, who also submitted proposals. The expected date for the launch of the new measurement system is the 1 of January, 2022. Here are some keys to measuring audiences with GfK:
- The user as the centre to measurement: This is one of the key points of GfK’s proposal. Its offer includes the creation and implementation of single source panels, which allow individuals’ browsing to be collected, regardless of the device used.
- Qualitative data centred: One of the biggest disappointments with ComScore is that it only collected quantitative data (monthly unique users). GfK promises to offer daily average visits data to a support on a monthly basis. This allows loyal visitors to be identified and will prevent a reader who has only accessed a website for a few seconds from being included as a unique user.
- Census and group-based measuring: This will help GfK to quantify digital audiences and deliver data from media with less traffic and more segmented audiences through a tag. The individuals included in this group will be previously installed measurement software in each of their devices that they use to search the web. With all the information reported by the collaborators, under the same group members’ ID, GfK will integrate the Internet consumption data of the sample and make it available to the tool’s clients, which are usually agencies, advertisers or media.
- Measuring Connected TV audience: This will provide complex results through the use of the same tag integrated with group data, as well as in other audio and video formats, through Sensic for Stream technology.
- Measuring of advertising campaigns: Another of the great strengths of the proposal is that GfK’s technology will make it possible to measure campaigns from the planning stage, giving access to daily data on viewability, fraud, or brand safety.
This tool makes it possible to go beyond mere audience ranking on which ComScore was founded, and will offer the ability to make data-driven decisions. Additionally, the platform, among other things, can be integrated into advertising planning and merge data from third parties so that consumer information is transversal.
By: Alicia Diaz