GfK Plans 'Crossmedia Visualizer'

GfK is to launch a cross-media and cross-device measurement tool called the 'Crossmedia Visualizer', to help clients understand how individuals use their different devices.

The new tool offers an interactive dashboard to provide insight on how individuals use their smartphones, tablets and desktop PCs. As well as providing data about total media use, the tool can be used to highlight the characteristics and profiles of smartphone users; how people choose to go online (fixed line versus mobile/apps versus browser); and how to target groups based on demographics, media behavior and buying patterns.

Björn Sprung (pictured), the group's Senior Director ABS Media Solutions, will be previewing the new tool next month at this year's Digital Marketing Exposition & Conference in Cologne, Germany, prior to its official launch within the next couple of months.

Web site: www.gfk.com .