September 2021, we gathered together experts in media, advertising, research and data for the fifth of our annual GfK Roundtables.
With consumers increasingly embracing ad-free SVOD services and the continuing decline in linear TV viewing, many advertisers are wondering if their opportunities to easily reach large audiences are diminishing.
This is exacerbated by the move to a post-cookie world, where tracking and targeting online audiences looks set to become even more challenging. And if this weren’t enough, there is further pressure from Apple as it tightens its efforts to inhibit identification and tracking across its own devices.
As these planets move into alignment, are audiences – particularly upscale ones – becoming partially eclipsed? If so, how can the industry meet this challenge and what role can measurement play in understanding and achieving effective reach? To understand this pressing issue, GfK convened the fifth in its series of annual industry roundtables, seeking insights from the full spectrum of the media industry across broadcast, digital, media planning and advertiser brands from sectors including retail and FMCG. Moderated by industry expert Richard Marks, the resulting insights were fascinating.