Standardising Touchpoint Analysis: A cross media neuroscience study from China with real world investment tracking
Ruihong TangBrain Intelligence Neuro-ConsultancyCaroline JiVivaKi
Introduction: How industry trends have necessitated the standardisation of touchpoint analysis to achieve effective comparison across media
The importance of comparing traditional TV and online video (OLV)
A growing number of China's media consumers are shifting to watching online video (OLV). In 2012, already 65% of the 564 million people who have internet access were watching OLV (CNNIC, 2013).1)Chinese corporate advertising budgets closely follow this trend and are increasingly being allocated to OLV spending. Recent...