Media research: Multi-media, cross media

 

In view of the proliferation and ubiquity of media platforms, it is critical that marketers be able to measure cross-media consumption and its effect on consumer engagement, brand development and sale ...

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 ...

This paper maps out how the media and advertising world is evolving and growing a long media tail. It refers to advertisers and how they are approaching media communications in this new world, and out ...

This paper notes that every major advertising medium has developed its own particular definition of what constitutes an audience, but that their different definitions mean that any connection between ...

All marketers need to make judgements about what the ideal mix of communications channels should be. In any given product category, literally dozens of marketing influences will be at work. Mass media ...

This paper describes the Virtual Diary creation process in which a ‘limited’ amount of single source data (for press, TV, Radio, Internet) is added to a large scale, ad hoc target group survey, and th ...

In the multimedia environment, advertisers have to decide how to allocate investment to different media. Because there is different consumer behaviour and different relevance of performance indicators ...

To make more effective and efficient media planning decisions, we need insight into media context variables that influence the effects of the advertisements embedded in these media. The research invol ...

In this introduction to Admap's focus on media research, Roderick White ponders the changing and increasing complex world of media planning (now appropriately renamed channel or communication planning ...

Bill Havlena, vice president of research analytics at Dynamic Logic, NY, puts the case for combining TV with online advertising. Based on the evaluation of 27 campaigns researched using Dynamic Logic ...

Dr Hugh Wilson and Lindsay Bruce, from Cranfield School of Management, and Jennifer Love, from IBM Business Consulting Services, explain the importance of finding ways to measure the value generated b ...

Many have asked themselves how the effectiveness of mixed media campaigns can be measured, and more specifically, how the effects of different media can be found. This paper suggests some solutions fo ...

Channel planning is not about a single factor, but about balancing the power of a medium with its reach, the precision of targeting with cost, and understanding the tactical needs of the campaign with ...

Since 1997, Intomart GfK has applied the Integrated Campaign Evaluation method in television effect studies. In the evaluated campaigns, the explained variance of the predictive models depends on the ...

This paper describes a method for evaluating multimedia campaigns which consolidates the frequency distributions from the individual schedules of different media into a single distribution. This model ...

SBS Broadcasting conducted a comprehensive youth survey in spring 2005. The survey monitored the lifestyle and media behaviour of urban Europeans living in four countries. It consists of the measureme ...

This paper describes a completely new way of measuring Internet audience behavior and combining it with a full cross media survey covering all major media categories and a full TGI database. The reall ...

The paper looks at two out of four planned test periods with Mediawatch. In these tests, the meter is prepared to measure TV, radio and print use. Results show that respondents can be motivated to ind ...

This paper describes a completely new way of measuring Internet audience behavior. By combining a low tech TGI Survey with a high tech user centric panel measurement and a site centric electronic meas ...

In this chapter of 'Best Practice', Roderick White addresses the media issues of mixed media advertising campaigns. He looks at the problems of comparing, planning and evaluating media that not only h ...

Mike Campbell and James Bayliss, of Ninah Consulting, discuss the issues involved in isolating the individual impact of media channels in a multimedia campaign - and quantifying this impact in terms t ...

Dr Roberta McConochie, a director of Arbitron Inc, argues that current media measurement methods are failing to cope with declining consumer cooperation, conservative media owners (still preferring tr ...

The findings demonstrate that simultaneous media usage is a fact, undermining typical media measurements done in isolated environments that neglect the everyday patterns of media users. More important ...

This paper is a critique of the article 'Managing Brand Experience: The Marketing Contact Audit' by Amitava Chattopadhyay and Jean- Louis Laborie, which appears in the same issue of JAR (March 2005, V ...

Although 90 percent of marketing communication investments are accounted for by investments in brand contacts, i.e., the points at which the consumer and the brand come in contact with each other, unt ...

Fred Bronner and Stephan van Velthoven describe The Dutch Media Experience Study, conducted by VeldKamp and TNS NIPO. The survey collected data on how consumers perceived the ‘experience’ for some 5 ...