Evan Neufeld, Journal of Advertising Research, Vol. 57, No. 1, 2017, pp. 109-117
This article provides an excerpt from a best practice study, commissioned by CIMM to identify the best and worst practices and provide frameworks and guidelines that brands could apply when conducting cross-device and cross-platform exercises in consumer matching.
MENLO PARK, CA: Facebook has admitted a fourth user measurement-related problem in as many months, at the same time as politicians in Europe step up the pressure on the social media giant to address the issue of fake news and to release details of ...
Gian Fulgoni, Journal of Advertising Research, Vol. 54, No. 2, 2014, pp. 133-137
Gian Fulgoni, co-founder and chairman emeritus of comScore, explores the risks of using online-survey panels for marketing managers who rely on online-survey results to make spending decisions on digital marketing.
David F. Poltrack and Kevin Bowen, Journal of Advertising Research, Vol. 51, No. 2, 2011, pp. 345-355
Poltrack and Bowen share a system that allows advertisers to have a 360-degree perspective of their core prospects with regard to media consumption, which will enable marketers to move beyond pure demographic reach to quality reach.
Scott Koslow and Gerard J. Tellis, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 87-100
Scanner-panel data have long been important for understanding advertising’s effects. Although the nature of advertising often has been investigated with scanner-panel data, the nature and value of scanner-panel data itself have rarely been considered.
Geoffrey Precourt, Event Reports, 4A's Transformation, March 2011
This report covers the contribution of Alan Wurtzel, NBC Universal President/Research & Media Development, to the 4A's Annual Leadership conference, in which he calls for a renewed industry effort to achieve cross-platform media metrics.
Pasquale A. Pellegrini and Hastings Withers, ESOMAR, WM3, Berlin, October 2010
As magazines are increasingly delivered in multi-platform digital formats, and the internet continues to grow as an advertising medium, the convergence of these two trends leads buyers and sellers to seek one single source for media and consumer purchase information.
Jennie Beck and Rhiannon Griffiths, ESOMAR, WM3, Berlin, October 2010
This presentation examines the big question facing media owners as they migrate content and advertising between diverse platforms – how do they optimize the impact of each platform when it’s hard to measure their combined reach and the way they interrelate? Using a specific example of single-source integration of web behavioural data and custom survey data, the presenters highlight the challenges – and the benefits – of bringing audience measurement silos together.
Geoffrey Precourt, Event Reports, 4A's Leadership, March 2010
A 2009 joint Association of National Advertisers/American Association of Advertising Agency (4A's) study of 294 marketers cited "inadequate metrics" as the most powerful obstacle in refining media mixes.