Media planning: Single-source

 

This paper argues the case for the industry-wide development of a consumer-centric approach to media audience measurement, as advocated by the WFA's Blueprint initiative. Despite the termination of Pr ...

This paper reports on early research results aiming to establish how media selection contributes to an advertisement's ability to motivate incremental brand sales, above and beyond its ability to deli ...

This paper explores consumer responsiveness to advertising, in order to establish the relationship between product sales and individuals' exposure to advertising. It aims to move beyond a 'retail-cent ...

The ability to funnel all media behavior into a single data source is considered the Holy Grail among media buyers and planners. The increased efficiencies gained from measuring every message your cus ...

In this article, Andrew Roberts, of TNS, and Lucy Bristow, market insight controller for Sky Media, describe how, using single-source data (made up of the Skyview panel and TNS Worldpanel overlap), th ...

Project Apollo is a single-source service developed to provide direct links between advertising and purchasing behavior at the household level. The goal is to achieve a consumer-centered view across a ...

The elusive, often hoped for and most desirous forms of data for most advertising researchers are single source data. Project Apollo has begun to deliver these data in the United States and we are all ...

Any marketer grappling with the complexities of understanding how a multi-media campaign is performing and looking for new insights to drive campaign planning will find this paper of relevance. Resear ...

The IPA TouchPoints Initiative, led by the UK communication agencies through their trade body, the IPA, was specifically designed to address the increasingly consumer centric, multi-media communicatio ...

The objective of this paper is to introduce an innovative methodology for propagating audience data in a consumer panel in order to build a 'single source' and to measure advertising efficiency.

This paper reviews the potential of the EMM portable meter, which has been tested in an extensive nation-wide survey for a complex cross-media study. It provides an example of how it is possible to ef ...

Until today, the advertising world would get information about media consumption that was impossible to compare as each medium's methodologies differed. In Cyprus the first ongoing, single source, ele ...

Decreasing effectiveness of traditional spot advertising requires higher GRP-levels, and this sparks a downward spiral of efficiency. Whereas mixed media campaigns can help, they also show that consum ...

This article discusses the VNU/Arbitron 'Project Apollo', which uses portable people meters (PPMs) to pick up encoded messages, combined with barcode scanning of purchases, to deliver single-source da ...

The focus of this paper is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. If multi-media data cannot be seen by the users (particularly m ...

This profound paper examines the relationship between advertising and purchasing using a logistic regression model. Using single source data and an adstock calculation 18 product categories and 89 fm ...

There is a new custom media research system being used to target consumers, or potential consumers, across multimedia using single source data. The system targets Persuadables(r), the only people who ...

This paper begins with the premise that the aim for any advertiser is to achieve increased advertising productivity by achieving more powerful impact at a lower cost. It demonstrates theoretically and ...

Discusses whether burst (pulsing, flighting) of continuity media strategies are better. 15 experiments were done on the BehaviorScan system run by MarketingScan (a joint venture between GfK and Médiam ...

An updated report of results from analysis of TVSpan, the single source panel in the Meridian TV region. Contingency table analysis method described, in which share of purchases when advertising has b ...

Describes with examples from Superpanel/mediaSPAN data the benefits of basing media planning on purchasing behaviour, derived from single-source data, rather than demographics.

This paper outlines the use in Italy of Single Source, a powerful research tool that, its developers claim, allows marketers to know everything about consumers, from 'product purchase propensity' to t ...

Discusses media scheduling models. Describes and illustrates a model developed to include `effective reach' (i.e. to ensure that the target audience is reached at a predetermined level of frequency). ...

This absorbing study describes how 'single source' - aiming to collect integrated information that links consumers with their consumption of product categories, brands and media - first started in the ...

Discusses single-source data, defined as a database containing more than one item of information and allowing cross-analysis of these items: in marketing, specifically product and media data. The arti ...