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Research Paper

This paper presents research on the efficacy of the 'double box', a new TV advertising format which allows Fox Sports viewers in the US to continue watching a smaller, silent presentation of live action sports during commercial breaks.

Research Paper

This article identifies the impact of second screening on US TV programming and advertising and how advertisers can best benefit from this trend.

Research Paper

This article provides guidance for adopting a 'total video' approach to media planning, that moves beyond television planning to a consumer-centric model that encompasses video consumption across multiple platforms.

Research Paper

This paper identifies three key trends in social media use globally - multiscreening, privacy and niche social networks - and how marketers can capitalise on them.

Research Paper

This paper presents comparative research on the implicit emotional impact of ads when viewed in a cinema versus at home in the US and Australia, finding that ads viewed in a cinema have a greater emotional impact.

Research Paper

This article explores ways of improving targeting in real time bidding (RTB) advertising by using digital footprints to create segemented user profiles.

Research Paper

This article argues that using mobile clicks for optimisation or measurement of mobile advertising is flawed, and instead offers research supporting mobile app usage as an alternative predictor.

Research Paper

This paper compares different digital video ad 'viewability' measures, assessing accuracy, efficacy and reporting capabilities of four different vendors in the US.

Research Paper

This paper argues that as a result of big data researchers should reconsider how they measure confidence intervals, and move from a calculation based on an infinite population size to one of 'Finite Population Correction' (FPC).

Research Paper

This article presents learnings from a multi-platform partnership between Pivot, a US cable channel, and Monster, a jobs search website, to determine the contribution of content marketing to the Monster brand.

Research Paper

This article discusses the benefits offered by the growing capabilities of addressable TV advertising in the US, which allows greater targeting and ad efficiency.

Research Paper

This paper discusses 'social TV' - the social media comments made when people are watching TV - and how this can be leveraged to grow brand loyalty.

Research Paper

This paper analyses the relationship between individuals and the communities they belong to, and how these relate to different forms of media.

Research Paper

This paper describes research which examined the impact of TV advertising on sales at McDonald's, the fast food chain, in the US over a six year period.

Research Paper

This paper compares the approaches of two Indian banks, Axis Bank and Kotak Bank, to their media budgets during difficult economic times, seeking to understand the ROI of different approaches.

Research Paper

This paper explains research conducted to examine the effectiveness of high impact display advertising on key branding metrics and consumer engagement with brands beyond the initial ad experience.

Research Paper

This paper places the opportunity of mobile research in the context of other research methods, analysing mobile research's accuracy, representativeness and how it compares to other collection methods.

Research Paper

This paper explains how brain scans have been used to understand the 'neural signature' of effective TV ads, and developed to predict ad effectiveness.

Research Paper

This paper discusses online survey participation by the mobile population, in light of increasing levels of survey access via multiple platforms, most commonly desktop (PC/laptop), smartphone and tablet devices.

Research Paper

This paper discusses the use of techniques such as network mapping and contextual text mining to understand brand pages on Facebook.

Research Paper

This paper discusses the effectiveness of consumer research which focusses on known users or intended consumers, arguing that this approach is suboptimal.

Research Paper

This paper helps brands understand the shift between the cultural tone set by the Baby Boomers generation in the US, to one where Generations X and Y are becoming more dominant.

Research Paper

This paper describes research into value-exchange advertising in video games, finding that 'opt-in' and value-exchange ads created a positive response.

Research Paper

This paper discusses the importance of giving consumers control and respecting their privacy when using Big Data.

Research Paper

This paper proposes leveraging mobile devices for market research and to enhance customer shopping experiences.