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Admap: April 2016

Advertising Research in the Age of Immediacy
Consumer insights and the ability to refine the communications approach are needed today, not tomorrow, not next week. In the age of immediacy, research is undergoing a revolution in new technologies and techniques. Find out how research is adapting to the challenge of now.

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Article

This article talks about new online panel research methodologies that capture respondents and are able to become a part of a fast paced decision-making process, creating better insights at lower costs.

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This article argues that flexibility and detailed planning are critical to taking full advantage of the predictive nature of real-time research.

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This brief article describes the growth of a new kind of app that is fundamentally different from what has come before: storytelling apps.

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This article argues that ad agencies are suffering from a lack of differentiation and must avoid the negatives of commoditisation by reinventing themselves.

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This article argues that the complexity of reaching B2B decision-makers necessitates an effective, data-informed strategy.

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This article discusses measuring mobile ads with a new passive measurement technique that taps into the unique emotional connection that users have with phones.

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This article describes a new way of working with data through a platform, Hub, that helps marketers apply journalistic editing skills to the available data, creating real-time brand storytelling which makes marketing more responsive, proactive, and personally targeted.

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This article looks back at the legacy of the famous American advertising executive Rosser Reeves.

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This article explores the dual aspect of Korean society in which one side is gender defined, and the other is gender neutral, and how are brands responding to this.

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This article talks about the industry-wide concern about ad blocking, and why it is on the rise.

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This article argues that marketers should embrace real-time research and outlines a best-practice process for how to adopt this new approach.

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This short article examines the trend of new labour in the 21st century through the breakdown of traditional boundaries between work and life, brought about by new technology.

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This article asks who is talking and listening on social media, and suggests adopting a people-centric model that brings companies closer to their customers, tapping into a source of fundamental customer insight.

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This article challenges commonly held views in order to provide a more nuanced perspective on the concepts of brand differentiation and salience.

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This article argues that marketers must identify and focus on the significant inputs and drivers of brand performance, not just the incidental noise of digital data.

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This article provides charts and statistics on the phenomenon of ad blocking from an American, European, Global and UK perspective.

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This article discusses the coming era of conversational interface that will put dialogue at the centre of the interaction between technology and people.

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This article argues that online and mobile news sites must consider dwell time as an important metric for understanding and targeting its core audience of committed readers.

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This article describes the very human act of storytelling, why it is important, and why humans do it.

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This Speed Read summaries the book 'The Small Big: Small changes that spark big influence' by Steve Martin, Noah Goldstein and Robert B.

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This article argues that science-driven creative can help agencies address the lack of valued differentiation and consequent loss of price-setting discretion.

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In this article, Heather Andrew, CEO of Neuro-Insight, discusses the books that have influenced her the most.