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ARF Audience Measurement 8.0

New York, June 10 - 11 2013

Warc's US Editor, Geoffrey Precourt, reports from the ARF's Audience Measurement 8.0 conference - Measuring the Unmeasured.

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Article

This report looks at the state of media fragmentation in Australia, as researched by Nine Entertainment Co, the media company, during the 2012 Olympic Games.

Article

This report discusses how Smirnoff, Diageo's vodka brand, engages millennial consumers with a combination of experiential and digital touchpoints.

Article

Verizon Wireless, the mobile network operator, now boasts one of the largest samples of consumer data in the world, covering a total 86 million retail subscribers who have given consent for their information to be used.

Article

Figures from comScore, the insights group, suggest that 54% of online display ads are never seen by the target audience.

Article

Addressable TV advertising has long been a kind of holy grail for brands and, in leveraging this approach to reach tenants of rented homes, Allstate, the insurance company, first had to draw on data form public sources, self-reported surveys and material like Homestead Tax Exemption forms.

Article

The insights function at Mars has been on a transformative journey since 2005. At that point, the return on investment from its advertising fell below industry benchmarks.

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ESPN, the broadcaster, has partnered with Arbitron and comScore to pioneer a new multi-platform audience measurement system.

Article

AT&T, the wireless carrier, wanted to gain in-depth insights into the ROI from its three main forms of television output: cable, broadcast networks and sponsorship.

Article

Marketing researchers face a number of challenges, including the need to establish satisfactory metrics, integrating with other communications functions and staying abreast of the latest thinking and strategies.