GroupM , WPP’s media investment group, has reached an agreement with advertising effectiveness measurement company FLUZO to offer data on the contribution of connected TV (including HbbTV and OTTs ) versus linear to the clients of the group’s agencies (Mindshare, Wavemaker, EssenceMediacom and The Partnership), as part of the services the group offers from Finecast , the group’s addressable TV advertising platform.
The agreement has been made official after months of joint work on projects for advertisers from different verticals and industries, in which the suitability and level of adaptation of FLUZO's methodology to GroupM's needs has been proven. For the moment, this data is being offered to advertisers operating in the Spanish market , although the door to work in other countries is open .
The solution is offered in three different versions (basic, standard and advanced) depending on the depth of the analysis. Data on total and exclusive reach and frequency of Linear TV and CTV by demographic profiles can be complemented with:
Post -test questionnaires for those impacted to understand the effectiveness of campaigns mobilizing brand items and detect an effective frequency
Digital/mobile behaviour data (web browsing, app switzerland number data usage and Google searches)
Context and methodology
The partnership highlights the urgent need of the various players in the industry to have de-duplicated data from both media. And it reflects a growing consensus: with the progressive fragmentation of advertising space, it is vital to have a single measurement for all media, which isolates the role of each medium in a cross-media campaign and ultimately allows for improved effectiveness of media plans.
FLUZO 's methodology combines advertising exposure data , obtained through its proprietary audio ACR technology (which is integrated into a single-source Netquest panel to convert the panelists' phone into a mobile people meter that measures any media, inside and outside the home), with additional data obtained from the same group of panelists, such as surveys or web browsing or app usage .
In search of cross-media measurement
For José Luis García, CEO of FLUZO , “the agreement represents a further step towards the standardisation of a new cross-media measurement and reflects GroupM’s commitment to offering advertisers the data that allows them to make the best decisions about their budgets. Only a measurement adapted to the changes in the industry and its progressive fragmentation will allow a transparent evolution of the market and of investments by advertisers.”
For Maribel Vivancos, head of Finecast in Spain , “it is vital to demonstrate the results of the campaigns we execute and it is an opportunity to rely on a measurement external to the group, which validates the results we are able to generate with adequate management of all the options that Digital and addressable TV puts at our disposal .”
"Our goal is to follow a continuous measurement process that allows us to continue learning