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Topic Key reading on effective use of programmatic and automated trading of media

News

PHOENIX, Arizona: Attendees at the Association of National Advertisers' annual conference were this weekend challenged to confront the fusion of an increasingly fragmented media environment with the profusion of developments in digital technology.

Article

This article explores the 'big bang' of new data sources, but to fill the gaps requires a fundamentally re-thought approach to research, as the brands with the clearest picture of their customers will develop the clearest market advantage.

Research Paper

Twenty-eight studies were conducted for leading advertisers to measure the persuasion of sponsorship without advertising on the internet.

Article

This article argues that the use of big data in marketing resembles the transactions data financial services have collected for a longer period of time, and that marketers should put more energy into understanding 'why', and looking tot he future, and less on monitoring what has passed.

Article

Behavioural advertising (the tracking of consumers' activities online so as to deliver targeted advertising) is being threatened by privacy issues, especially on social networking sites.

Article

This introduction to Admap's report on online measurement. It summarises the problems involved in 'measuring the internet'.

News

LONDON: Mobile "apps" and social media are two of the main areas media companies in the UK believe will provide the greatest opportunities over the next year, while many see the BBC and Google as being among the biggest obstacles to their progress.

Article

This article predicts that 2008 may be the year when the advertising and media industries finally challenge targeting by demographics.

Article

Debate rages in the US media industry about online consumer targeting. Consumer privacy advocates are lobbying for laws to limit marketers' ability to target messages at consumers based on their online behaviour.

News

SYDNEY: Online advertising will continue to enjoy impressive growth in Asia Pacific in the next few years, but individual countries in the region are displaying considerable diversity in this area, research from the Rubicon Project shows.

Research Paper

Nielsen's Extended Screen measurement is intended to allow the media industry to re-evaluate the distribution and commercialisation of programming across multiple consumption platforms.

Case Study

This campaign for Bounty, a paper towel brand from Procter & Gamble (P&G), built strong engagement with American parents and grew volume sales.

News

LONDON: Popularly attributed to Confucius, the old adage that "a single picture is worth a thousand words" is one of the best known phrases on planet Earth.

Research Paper

The Web Motivation Inventory (WMI) is used in internet advertising research, and is frequently used and cited in advertising, marketing and communication literature.

Article

As the internet comes to TV sets across the globe, making Video on Demand (VOD) a reality, there will be new opportunities and considerations for advertisers.

Research Paper

The growing number of consumer data sources – with the complexity of integrations across multiple consumer touch points – poses a challenge for end users to assess data quality.

News

LONDON: The UK's digital media industry is in line for a period of "dynamic growth and diversification", as gadgets like the iPad reshape the way consumers access content.

Article

A discussion of the ANA's Marketers' Constitution, which is a set of principles designed to guide the industry through the emerging digital age.

Article

Online behavioural targeting can be defined as tracking consumers' website usage so as to deliver relevant advertising.

Article

An interview with Tony Hadley, senior vice president of government affairs and public policy for the Experian Group, who discusses online behavioural targeting, the process of collecting consumer information across third-party Web sites for purposes of delivering relevant advertising messages.

Research Paper

The proper implementation and design of registration pages is a crucial consideration in the development of websites for two reasons: First, users often navigate through them to receive future marketing communications.

Research Paper

Editor’s Note: As the Advertising Research Foundation (ARF) prepares to come off press with The Digital Metrics Field Guide—The Definitive Reference for Brands Using the Web, Social Media, Mobile Media, or Email, the Journal asked author Stephen D.

Article

This article discusses the combination of data to improve targeting, and gives examples of location-based ad targeting on mobile.

Article

US online advertising grew to nearly $10 billion in early 2007, 27% up on the same period in 2006. But 50 websites accounted for 90%of the ad revenue, and the top ten 70%, with ads on search sites taking 41% of the total spend.

News

NEW YORK: AOL's journey from subscriber-funded dialup web provider to no-fee advertising-supported service has led to the acquisition of behavioural-targeting online ad firm Tacoda .
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