Insights from the IPA Effectiveness Awards 2012:
From clicks to yardsticks - How digital media can help measure creative effectiveness

Simeon Duckworth

Browse all the 2012 IPA Effectiveness Awards case studies

Many of the latest digital media measurement techniques were on show in this year's IPA Awards entries. But there are some tricks that are still being missed. Digital measurement is no longer about post-campaign justification, but increasingly about understanding human behaviour in an adaptive environment.

Digital media: New methods for understanding decision-making

We know from countless studies that digital media has a significant impact on brand metrics and sales, particularly in combination with other media. But the great thing about digital media is that, largely because it is interactive, it offers new and insightful ways to understand consumer reaction and response that go beyond traditional research.