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.
Geoff Wicken, Admap, April 2018, pp. 42-43
In order to remain viable as premium publishers, newsbrands now need to make the case in favour of enhanced target audience definitions that combine print and digital audiences in a strong and persuasive way.
This article considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.
JOHANNESBURG: The measurement options available to advertisers in South Africa are growing, with Nielsen’s announcement of a new digital audience metric, the Publisher Audience Measure Survey currently in field and the possibility of fusing ...
David Penn and Judy Harman, MRS Awards, Finalist, December 2015
This case study shows how Newsworks, the marketing body for national newspapers, demonstrated that when people view advertised brands within a familiar or loved media context, they form a positive impression of the advertised brand, and the effect is stronger when the relationship is deep.
Sumran Kaul, Heather Andrew and Phil Barden, Admap, March 2015, pp. 42-44
This article explores the difference between print and tablet editions of newspapers, finding that readers are similarly engaged across platforms and that the way content is displayed dictates behaviour.
This event report details the evolving strategy being pursued by the New York Times as it adapts to a future where smartphones increasingly dominate news consumption, as well as some lessons for other brands.
Steve Thomson and Ozoda Muminova, Admap, July/August 2014, pp. 41-43
This article argues that newspapers and other news media can make a valuable contribution to word of mouth (WOM) around brands by accessing influencers who are more likely to talk about brands and ads.
Andrew Green, WARC Best Practice, April 2014
This Warc Best Practice paper discusses measuring and understanding newspaper audiences. The discipline is struggling to keep up with fast-changing consumption patterns, with many preferring newspaper websites to the print products.
Manfred Mareck, Event Reports, The Print & Digital Research Forum Symposium, October 2013
This report, from the biennial Print & Digital Research Forum Symposium, summarises proceedings from a three-day event focused on the methods and challenges of measuring print and digital audiences in an era of multi- and cross-platform media consumption.
Edith G. Smit and Peter C. Neijens, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 124-135
Reach and frequency are key concepts advertisers face when selecting media for their campaigns. Around the world, the advertising industry relies on audience research for insights into how different media outlets perform on these key concepts.
Gergely Nyilasy, Karen Whitehill King and Leonard N. Reid; Insights from Scott C. McDonald, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 167-181
This article examines the state of newspapers and consumer magazine print advertising as reflected in the public research literature over the past 50 years.
This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry. Key findings include:
Successful brands allocate 13% of their media budgets to OOH.
Out of home CPM is routinely lower than the all media average.
Out of home accounts for 8% of global display adspend.
Digital's share of global out of home adspend is expected to rise to 45% by 2021.
A blended schedule can achieve the benefits of digital impacts with affordable reach.
Consumers are sceptical about the use of in store facial recognition for marketing.
Other key media intelligence includes Twitter turning a profit despite US stagnation, Super Bowl spots outperforming the wider US TV market, digital classified spend overtaking print for the first time, and practitioners' intentions to invest more in audience data this year.
Colin Grimshaw, Admap Magazine, February 2018, pp. 3-3
Although the TV in the corner of the living room is still the main source of entertainment for many households, other screens, such as mobiles and laptops, simultaneously distract and compete for attention.
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.
Joeri Van den Bergh, Patrick Alders, Anneleen Boullart and Martijn Van Bijnen, ESOMAR, Qualitative, November 2014
This paper sets out research undertaken by Viacom International Media Networks (VIMN) in Northern Europe to better understand the lives and needs of millennials, how these build into trends and how VIMN can best serve this group.