New frontiers in advertising and research: insights from the AOP Research Forum
Rapid changes in consumer behaviour have left media owners, advertisers and researchers scrambling to understand the evolving landscape now facing brands. Speakers from across the marketing world discussed just how they were tackling this problem at the Research Forum, organised by the Association of Online Publishers (AOP) and held in London in September 2013
The Forum raised a number of interesting questions about how to understand what consumers are doing and the developing role of advertising to engage them. Research from the AOP covering premium content partnerships, insights generated by the ITV LIVES project, results from Facebook's tie-up with Datalogix and examples of how Crowd DNA is observing consumer behaviour provided some illuminating answers.