GfK has set September for the Asia Pacific debut of its Crossmedia Link product, which will launch in Indonesia.
The Crossmedia Link tracks consumer behavior across several screens, including desktops, smartphones and tablets. A panel of 6,000 comprising representatives across five key cities in Indonesia is being established and tracked for their consumption patterns.
GfK proprietary software is installed in each panelist’s devices (smartphones, tablets, PCs and laptops) to automatically track their usage and behavior on these devices. On top of this, TV and print media usage will be measured using periodic surveys.
“Indonesia is chosen as the first Asian market to launch Crossmedia Link as it has one of the fastest-growing markets in the world for online penetration, mobile internet, advertising revenue, and e-commerce,” said Guntur Sanjoyo, managing director for GfK in Indonesia.
“The country’s mobile-first environment and its fast expanding middle class created a tremendous need for high-quality data to understand the complex media behavior of local consumers.”
Crossmedia Link promises to allow brands and advertisers to better target, monitor, and evaluate their ad campaigns using more in-depth profiling, and also evaluate campaign effectiveness across different media.
In Indonesia, the product is based on passive digital monitoring combined with diary inputs for TV, radio and print measurement.