After all, when traditional media consistently point audiences to websites, how do you accurately measure where the real return on investment is being created? Is an uplift in sales coming from TV, radio or online? Or are affiliate routes responsible? Using proven data fusion techniques, we can extrapolate figures from a number of cross media measures, creating a single source of data that makes measuring multimedia ROI fact rather than fiction. Meanwhile technologies such as PPM offer the opportunity for affordable single-source multimedia measurement. For the first time, this single source environment enables the creation of an effective understanding of purchase patterns. Multimedia campaigns are now truly measurable and accountable by medium.
Here’s what’s happening31 October 2013Kantar Media & Twitter Partnership extends to Continental EuropeKantar Media, a world leader in audience measurement, today announced the extension of its strategic alliance with Twitter to include Spain. It will now develop a suite of tools to support planning and analytics for the TV industry in both the UK and Spain.19 June 2013A Breakthrough in Internet TV Audience MeasurementKantar Media has been appointed by BARB (Broadcasters' Audience Research Board) to collect and report census data for online TV viewing in the UK across all devices. This is a ground breaking development that measures the number of viewers downloading or streaming TV content across computers, smartphones and tablets.