Press and Media

GroupM Germany announces AudienceProject as its official audience measurement partner

GroupM Germany partners with AudienceProject to provide clients with independent, real-time cross-media audience measurement of media investments.

GroupM Germany, the parent company of the independent media agencies Mindshare, MediaCom, Wavemaker and Essence, has entered a new partnership with the technology-based market research company AudienceProject, who will provide GroupM Germany with their cloud-based cross-media audience measurement solution AudienceReport.

With AudienceReport, GroupM Germany will be able to measure de-duplicated campaign audience reach, frequency and composition across the open web, walled gardens and Connected-TV and Addressable-TV in real-time, supporting both planning and in-flight optimisation of campaigns.

At the same time, with more than 90 validation criterias available, including sociodemographic, purchase intent, product ownership and interest segments, GroupM Germany will be able to plan and optimise campaigns tailored for very specific target audiences.

Jelka Trautsch, Managing Partner at GroupM Germany, says: “Our partnership with AudienceProject will play a key role in assessing the performance of our clients’ upper funnel media investments. AudienceReport provides us with valuable insights into how we can reach our clients’ target audiences in the most effective way and how we can build incremental reach across media and platforms. We are looking forward to turning these insights into actual business value for our clients”.

Sedat Polat, Country Director Germany at AudienceProject, comments: “With an increasingly fragmented media landscape, it has become more important than ever for advertisers to have a holistic view of their campaigns’ performance across media and platforms. We are very excited to be able to support GroupM Germany on this journey.”

AudienceProject already has existing partnerships with GroupM in Denmark, Sweden, Finland and the UK. With this partnership, GroupM Germany will be the first media agency group to offer German advertisers AudienceProject’s cross-media audience measurement solution.