Kantar IBOPE Media launchs new solution to measure performance on cross media campaigns

Cross Media Performance allows reach and frequency cross media analyses both on TV and online video

São Paulo, May 12th 2021 – With media consumers becoming high connected and the media campaigns exploring new formats in different medias, understand how audience behave, and when and where each brand’s messages is seen, is becoming more relevant to the advertising industry. To help clients to understand this scenario, Kantar IBOPE Media announces Cross Media Performance in Brazil.

“Cross Media Performance’s methodology allows to know how many people and how many times a campaign was seeing, audience’s profile and what is the share between TV and digital channels in the composition of a campaign target. All of this to support strategic decisions and more effective distribution of efforts in cross media campaigns. It is an opportunity to create new standards and levels of excellence in the integration between the data collected by us and the proprietary data used by clients”, explains Melissa Vogel, CEO of Kantar IBOPE Media in Brazil.

The solution for optimizing cross media campaigns can measure online and television campaigns, identifying the target on multiple platforms and devices, even allowing adjustments to the campaign during its execution. It also offers the possibility of understanding the ads’ frequency, without audience duplication, in campaigns carried out at the same time on different platforms. In a second phase, the solution will also offer open-web and logged platforms data

Cross Media Performance arrives at the Brazilian market with direct integration with YouTube, thus allowing advertisers to follow the results of campaigns carried out on TV and on Google’s video platform – the first to be part of the solution. “We are committed to partnering with leading audience measurement companies to create cross media standards that are fair and comparable,” says Rafael Carletti, Google product manager for the Americas.

“For our clients, regardless of whether they are an agency, brand, or vehicle, it is a way to monitor the performance of their campaigns, optimize their media investments in different channels and make the right decisions. Cross Media Performance allows the measurement of the entire campaign cycle, collaborating with the analysis of the return on investment and facilitating the planning of where and how to invest efforts. In the future, we will offer even more analysis and metrics to the Brazilian market”, adds Melissa.


About Kantar IBOPE Media
Kantar IBOPE Media is part of Kantar, the global leader in data, insights and consulting. We offer the most comprehensive and accurate information on media consumption, performance and investment, providing Latin American clients with data for better decision making. Kantar IBOPE Media has approximately 3,500 employees and has operations in 15 Latin American countries.


AD Comunicação & Marketing
Ana Davini / Daniel Ramirez / Daniela Giuntini / Daniela Bonacorso
(11) 3042.6442 / 99965.8147 / 97164.7773 / 98292.0826