Agency: OMD UK

Whether it’s how we discover, communicate or travel, Google has consistently redefined the status quo like few others. Faced with a measurement status quo that relied on claimed behaviour and shared data, we created something equally revolutionary to improve their advertising effectiveness - the SuperPanel. The SuperPanel is a proprietary, first-of-its-kind approach to measurement – passively tracking a representative, opted-in audience through their entire waking lives to identify media exposure and attribute advertising success. No assumptions, no claims, no guesses: unlike almost every other advertiser in the world, today we know, unequivocally, if individuals are exposed to Google advertising, in what channel, and how that exposure has affected perception and behaviour.