GfK and META Partner for Campaign Amplifier Launch

GfK has become a 'Brand Lift' partner on Meta Partners Inc., with the addition of a solution called Campaign Amplifier which measures the lift from brand advertising on Facebook and Instagram.

Meta and GfK have collaborated for a number of years on initiatives that help advertisers optimize online and off-line media to deliver the most efficient and effective campaigns. Meta says its Brand Lift survey uses brand polling and other brand awareness measurements to help understand the true value of Meta ads and how well they perform independent of other marketing efforts.

Marketers can now use the new Campaign Amplifier solution to measure how their campaigns on Meta platforms affect the attitudes and perceptions of their brands, and how these compare to TV and other digital channels. The proprietary analytics model uses machine learning algorithms, and is applied to the Brand Lift survey to calculate the impact of campaign exposure on brand KPIs. This model calculates uplift on brand metrics for each channel, enabling marketers to assess how advertising on Meta platforms contributes to overall campaign performance - both in terms of reach within the target group and impact on the brand.

GfK VP, Global Account Director Michael Mandato (pictured) comments: 'In today's privacy-focused ad ecosystem, accurate measurement must increasingly rely on partnerships between media platforms and research companies. We've had great success demonstrating the value of advertising on Meta platforms with our Marketing Mix Modelling, Reach and Sales Lift solutions, and we're excited to expand that partnership to include Brand Lift, which is another critical tool for marketeers'.

Web site: www.gfk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.