GfK Panel Services measures online ad effectiveness
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Web Efficiency Panel developed with Google and Nurago
GERMANY-- GfK Panel Services has launched the Web Efficiency panel, a tool to measure the effectiveness of online adverts.
The firm collaborated with Google and German online research agency Nurago to develop the product.
From July, GfK Panel Services will use its German ConsumerScan panel to measure the internet usage of around 9,000 households and gauge the impact of online advertising, search engines and homepage hits on the purchasing of FMCG products.
GfK and Nurago have worked together to develop the capability to record both the purchase of a product and the buyer's contact with its online advert.
Search engine giant Google has been a technical adviser throughout the development of the Web Efficiency Panel.
Author: James Verrinder
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