GlobalWebIndex claims ‘revolution’ for broadcast ad campaigns | Ad Tech | News | Rapid TV News
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Audience insights supplier to the global marketing industry, GlobalWebIndex, has launched what it calls a world-first insight capability for international media.
GlobalWebIndex 7Nov2019
GlobalWebIndex believes that when it comes to measuring international TV campaigns, current research into viewing habits and behaviours can be too narrow in scope and it can take too long to accrue the right data. When this approach is scaled to international campaigns, it leaves advertisers without an up-to-date and harmonised view of performance and optimisation options.

The new , TV Reach & Frequency solution aims to give media planners the capability to plan TV campaigns across 44 international channels in 42 markets including EMEA, APAC and the Americas and target niche, micro-audiences using over 40,000 attributes on each internet user.

TV Reach & Frequency queries data from GlobalWebIndex’s global panel about how frequently a channel is watched, at what times of day and the average time spent watching the channel during each daypart. Media owners can also measure the impact of media across global audiences, drive ad sales revenue streams from global audiences and compare an owned channel against international competitors with the most up-to-date insight, when they need it most.

TV Reach & Frequency will be presented to GlobalWebIndex customers in the same way as its audience profile data so media professionals can measure reach and frequency in one place, using one methodology for the first time.

“Our new solution allows media agencies and brands to run successful international TV campaigns - from concept through to activation and measurement,” explained Jason Mander, chief research officer at GlobalWebIndex. “With data that’s globally consistent, measured equally across all markets, it’s possible to get a much broader understanding of international audiences and the opportunities within. TV Reach & Frequency means there are less barriers in place when it comes to driving sales. Having globally harmonised data at your fingertips replaces the guesswork.”