Kantar and The The Netherlands TV industry body Stichting KijkOnderzoek (SKO) have teamed up to offer what it claims is the world’s first combined campaign reporting for TV and online combined.
SKO is the first TV currency in the world to deliver reach and GRP’s for advertising campaigns and commercials beyond the main screen.
Measurement of online TV and video campaigns and commercials enables advertisers, agencies and broadcasters to monetise beyond the TV set and analyse viewing across tablets, smartphones and PC’s.
Data is now being released to the market, initially from RTL, SBS, STER, Sanoma and Disney. Programme data has been delivered daily since early January 2016.
Kantar Media’s Andy Brown and comScore’s Bob Ivins will present the campaigns data in New York later today at the ARF Audience Measurement Symposium. The two company’s partnership with SKO in the Netherlands is one of many markets where the two companies are partnering to deliver cross media measurement across the world.
“Hybrid approaches to measurement are fast becoming the chosen route in many of the markets we operate in across the world.” commented Andy Brown, CEO & Chairman at Kantar Media. “Our blueprint for audience measurement firmly places high quality data integration and high quality panels at the centre to deliver Total Video. We are proud to be breaking new ground with SKO to deliver a complete view of TV and video consumption.”
The campaign data forms part of SKO’s Video Data Integration Model integrating data sources for all television viewing. A Total Video rating, fusing extended TV ratings with existing data and measurement of online video campaigns is in development and scheduled for launch later this year.
Bas de Vos, Managing Director of SKO commented: “We are delighted in our progress to deliver a complete view of TV and video audiences. The hybrid model developed by Kantar Media enables our clients to make more informed decisions on the performance of their campaigns, whilst maintaining a transparent, industry-accredited ratings currency for TV in the marketplace”.
Today’s announcement follows a series of industry accolades for Kantar Media and SKO for excellence in hybrid models. This includes the video award at the 2016 I-COM Data Creativity Awards and the Hans du Chatinier prize for Research at the 2016 Dutch Media Awards.