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News

LONDON: Director General of the IPA, Paul Bainsfair has written to the UK chiefs of Google and Facebook to ask them to work with the IPA to bring brand safety, measurement and viewability up to industry standards.

Article

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

Case Study

This case study shows how TV station Murr Television (MTV) took on the challenge of fixing potholes across roads in Lebanon, bypassing government consent and gathering widespread acclaim.

News

NEW YORK: Neuroscience can offer a range of powerful insights into creative effectiveness, as shown by an analysis of popular Super Bowl spots conducted by Nielsen Consumer Neuroscience.

Article

This event report outlines analysis conducted by Nielsen, the research firm, into what drives effectiveness among the top-performing Super Bowl ads.

News

JERSEY CITY: Marketers in the US must ensure they are ready for the General Data Privacy Regulation (GDPR) and ePrivacy Regulation which are set to come into force in the European Union next year, a leading legal expert has warned.

Article

This event report outlines why US marketers must pay attention to the forthcoming General Data Privacy Regulation (GDPR) and ePrivacy Regulation in the European Union (EU).

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

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: Rising standards of creativity have increased the importance of media strategy for brands that run TV ads, according to research from CBS Vision and Nielsen Catalina Solutions.

Article

This article provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Article

This event report details some of the findings from research conducted by CBS Vision, a research company, and Nielsen Catalina Solutions, a measurement company, into the relative impact of creativity and media placement.

News

NEW YORK: PepsiCo, the fast-moving consumer goods manufacturer, gained new insights into the impact of digital campaigns through working with research firm IRI on a project that delivered results at speed.

Article

This event report outlines how PepisCo, the fast moving consumer goods company, deepened its understanding of how advertising impacts the digital audience.

Article

This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.

Article

This event report considers the challenges around digital measurement and possible solutions, recommending proper audience measurement, frequency capping and adoption of common metrics.

Research Paper

This report looks at how Turner, a US media conglomerate, utilised cross-screen measurement to capture the effectiveness of its marketing for its Animal Kingdom TV series.

Research Paper

This study looks at American attitudes towards devices with voice command, given the rising popularity of digital home assistants such as Amazon's Echo and Google's Google Home.

Research Paper

This study looks at how Delta Air Lines, a US aviation company, developed a new key metric to evaluate its marketing effectiveness.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Article

This article looks at what the modern consumer expects from brands as they interact with them over a wide variety of touchpoints, channels and devices.

Research Paper

This paper examines the effectiveness of television advertising and changes in audience response since the 1980s within the United States.

Research Paper

This paper looks at the use of technology to enhance measurement and insights for the out-of-home industry in the United States.

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.