MMS and GfK launch Total Video Ad Ratings in Sweden

Details of the project to be presented at ASI conference today, in Nice

NUREMBERG — Following on from the digital ad ratings service launched earlier this year, MMS (Mediamätning i Skandinavien) and GfK have now extended the platform into a Total Video service. The enlarged service enables the market to measure the return-on-investment of video advertisement cross-platform on linear TV, Smart TV, PC, Smartphone and Tablet devices.

Daily data is delivered via MMS’s ad analytics dashboard, providing the market with a holistic view of ad campaign impressions, un-duplicated cross-platform reach and rich target group definitions. The extended service now combines TV into this platform, measuring broadcaster and publisher capability in reaching incremental audiences and making TV and Online comparable.

GfK’s part is accurately to integrate all the datasets from MMS’ existing ecosystem, which includes panel, profile and census level datasets from multiple vendors. This is done via GfK’s proven audience modeling platform, AAM, with a key innovation that enables vast amounts of census measurement data and avoids any limitation of being restricted to solely panel sizes. GfK’s approach is designed specifically to give MMS full control of their data.

Magnus Anshelm, CEO of MMS, comments, “Integrating TV and online video to a Total Video measurements has been a key milestone and adds significant value for the Swedish market. Our next step, with the support of GfK, is to launch the Content Ratings part of our Total Video service. This will enable the Swedish market for cross-platform media planning, and activate the full premium video inventory of our broadcasters and publishers.”

Lydia Irving, Global Head of Media Measurement at GfK, adds, “With the total video currency now launched, Sweden is among the most advanced countries in terms of cross-media currencies. We are proud that we could help MMS to achieve this.”