What the world thinks: Understanding advertising in the age of connected data

Andy Morris and Shaun Austin

This presentation suggests that using "connected data" - overlaying precise media consumption and brand perception data - can enable brands to understand which of their advertising channels are most effective.
The presentation discusses a case study from mobile phone brand BlackBerry, which was facing declining reputation and market share. Connected data was used for the campaign launching BlackBerry's Z10 handset in the UK: the media plan was fused with YouGov's media consumption data to track behaviour. The campaign used newspaper and TV ads; the data tracked BlackBerry's brand metrics during the campaign. Among the findings from the project are that BlackBerry faces an uphill struggle to turn its fortunes around, but that ads in quality newspapers work well....

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