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News

LONDON: Brand segmentation efforts should never be compromised by whether the resulting consumer target audience can be easily found in media or media surveys, an industry figure advises.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This article summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

News

NEW YORK: Much of the data now being leveraged by marketers could benefit from coming with a health warning attached, according to Jonathan Steuer, Chief Research Officer at Omnicom Media Group.

Article

This event report addresses some of the main concerns around the quality of data which marketers are using in their daily activities.

News

GLOBAL: Most audience behaviours in most media can be captured and reported but economic and political factors frequently hamper the adoption of more accurate measurement methods, an industry figure has argued.

News

NEW YORK: Developing comparable metrics, tackling bot fraud and tapping blockchain technology are some tactics which could help enhance audience measurement going forwards, according to Scott McDonald, President/CEO of the Advertising Research ...

Article

This article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.

Article

This event report outlines some of the main opportunities and issues currently reshaping measurement practices across the media ecosystem.

News

LONDON: Two of the UK's major marketing associations have together called for the media industry to demand and provide independently audited data to bring accountability to media markets both online and offline.

Article

This article explains the importance of a standard metric for mobile marketing and ways in which marketers can best practice mobile metrics.

Article

This article discusses the issues in cross-platform measuring TV and digital and why it is important to develop ways to accurately compare their data.

Research Paper

This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.

Research Paper

In this article, the authors look at measuring the effectiveness of television advertisements in the Programmatic Age and the impact of new digital methods.

Research Paper

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.

News

NEW YORK: The recent use of virtual reality (VR) in marketing has been largely underwhelming and brands involved need ask themselves if they really need to be using it now, a new study says, while adding that it will be a game changer in the ...

Opinion

Each year we at Carat write a trends presentation, looking at the themes we expect to become more prevalent and mainstream in the year to come.  You can find this year's presentation here, and listen to a webinar on the key trends for 2017 on 11 th January.

Article

This event report provides an insight into the challenges of cross-platform measurement, and outlines several steps marketers can take to drive progress in this area.

Opinion

The marketing industry recently received some sobering news. A  study commissioned by Thinkbox reported a significant disconnect between people working in the industry, and those with whom they are communicating.

News

LONDON: Papers from BBC Global News, Unilever, PayPal and British Gas are among the winners at the MRS Awards 2016, which recognise the effective use of market research.

Article

This article outlines for Fairfax Media, a media publisher in Australia, with growing its revenue with content marketing and native advertising solutions for brands.

Research Paper

This paper seeks to establish a 'new norm' for understanding mobile consumers' retail habits by measuring the impact of mobile, online and offline media on store visits.

Research Paper

This article considers the Advertising Research Foundation's initiative 'How Advertising Works', which aims to provide research-based insights that can improve advertising and ROI.

Article

This article explores the rise of multiscreening, and the techniques and methods through which advertising across platforms can be measured for effectiveness.

Article

This event report covers Newsworks' Effectiveness Summit, in which three studies were advanced, covering brand health, effectiveness, and ROI; compelling evidence was heard that news brands are still very effective in the media mix, and that publishers may have swung too far toward digital.