Marjolijn Kamphuis, OKGO

TV Return Path Data

Site traffic. Social media.

Mobile server data

Reference data (loyalty, geographic, customer data, advertising logs,

etc.)

Opt-in

Cookie panel

Permissions

Data integration

TV Meter Panel

Online PanelMobile Meter Panel

Measuring content across platforms

New tools to measure the heterogeneity of the digital audience and cross-platform cross-media consumption

In real time.

If you’re making decisions purelybased on social media analysis…

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Social intelligence? Available ≠ Valuable

Geo Intelligence – everything happens somewhere

Most data has a spatial component, most of our devices are geo-connected

Spatial context is key to analyze behaviour and intention

The ‚where‘ is needed to analyse the ‚what‘ and understand the ‚why‘

Location, movement and taxonomy influence predictive analytical performance

Meet for a drink

Meeting

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Lunch

work

home

too far Buy flowers

(Sales) effecten toerekenen aan media

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Base & Seasonality Trend TV Investment PR InvestmentNewspaper & Magazines Investment Doordrop Investment Promotion Teams Investment Display InvestmentPromotions Unemployment Competitor

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(m€)

- TV Connected TV’s / Live TV via tablet / smartphone/ STB / RPD / VOD

- RADIO Digital Radio / Spotify / MyRadio.nl

- PRINT E-readers / tablet / apps / digitale replica’s

- OOH Narrowcasting / smart displays

• IP enabled devices

In 2020:verdere digitalisering van (traditionele) media

Nieuwe terrein voor RTB – Real Time BiddingCirca 10% van online display wordt nu al in NL via RTB ingekocht

Meer info opwww.mwg.nl