MMS and GfK close-in on Total Video Ratings Currency in Sweden

Stefan Raum

Stefan Raum

Nuremberg, June 02, 2017 – As one of the leading TV media currencies worldwide, MMS – which measures the moving image in Sweden – has released its digital ad ratings service. The service covers video advertisements on broadcasters’ websites and apps viewed across PC, smartphone, tablet and smart TV. It is built upon GfK’s data integration and data science capabilities that fuse MMS’s multi-source data streams into actionable currency.

The data is delivered to Sweden’s market daily via MMS’s ad analytics web application. It gives a holistic view of ad campaign impressions, de-duplicated cross-device reach, and rich target group definitions.

Magnus Anshelm, CEO of MMS, comments, “Our challenge was this: We already have successful data streams covering all the necessary audience measurement areas, but these come from a number of different sources and companies. Bringing these together into a single data set is the obvious improvement – but assigning a single supplier to start producing all the various measurement systems from new would not be cost effective. Instead, we have commissioned GfK to create the processes that will accurately fuse our existing data streams as they come in, producing our ultimate aim of a Total Video Currency.“

Stefan Raum [pictured], Global Head of Media Measurement at GfK, adds, “Markets need solid and comprehensive currencies. We are proud that MMS selected GfK as their partner for Sweden’s TV market. These processes that allow integrated analytics of data from all relevant sources are key to the dynamic development of video markets around the world.” More...