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News

The Sun has the greatest reach of any UK newsbrand but it is also the one least trusted by its readers, according to new research from the Published Audience Measurement Company (Pamco).

Article

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.

Article

This article examines the need for new measurement systems to keep pace with the changing environment, as advertising clutter becomes a major concern.

Research Paper

Provides lessons for TV planners and advertisers based on the results of research from Belgium that examined attention levels to TV programmes.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

News

JERSEY CITY, NJ: Scott McDonald, president/CEO of the Advertising Research Foundation (ARF) understands the frustration of reinventing metrics in a marketing ecosystem that is in perpetual motion.

Article

Scott McDonald, president/CEO of the Advertising Research Foundation (ARF), recognises the frustration of reinventing metrics in a marketing ecosystem but discusses the progress that he has seen in this area.

News

BRUSSELS: Cross-media measurement and comparable metrics with traditional media will be crucial to increasing investment in digital brand advertising, according to a new study.

News

BALI: With KPIs such as ad viewability and on-target percentages at stake, marketers should “go back to basics” and tackle the problems of ad blocking and invalid traffic that have been plaguing the industry, according to a senior ...

Article

This article looks at context in advertising, a topic which has had much interest yet still has significant gaps in scholarship, as part of the ARF’s ongoing How Advertising Works initiative.

Article

Reveals new insights into how communications are working in context with data gathered from participants using mobile phones to relate their brand experiences in real time.

Article

Ad fraud is obscuring some of the KPIs that marketers use to determine success – this article offers advice on how to get a clearer picture.

Case Study

Lebanese TV station Murr Television, known as 'The People’s Channel', used TV, radio and social media to address the problem of potholes on the country’s roads and try to shame the government into doing something about them.

News

MILAN: On Device Research was among the winners in the IAB Europe Research Awards announced last night, picking up an award in the Brand Advertising Effectiveness category for its work assessing a campaign promoting the Google Pixel handset in the ...

Research Paper

Médiamétrie, an audience measurement and research company, redesigned its audience measurement approach in France in order to provide its customers with more reliable, and rich, insights.

News

MUMBAI: Agency holding company WPP has combined the Analytics teams from its data insight company Kantar and media investment business GroupM in India to form one combined practice to better serve clients.

News

MIAMI BEACH: The Advertising Protection Bureau led by the 4A’s (American Association of Advertising Agencies) will help advertisers run campaigns in line with their “risk” preferences and provide mechanisms to enhance brand ...

Article

Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.

Article

The Advertising Research Foundation (ARF), the trade body, is encouraging the market-research industry to double down on the use of science in tackling major questions.

News

MIAMI BEACH, FL: Marketing researchers must find the right balance of new analytic techniques and more traditional forms of audience measurement, according to Artie Bulgrin, EVP/strategy & insights at MediaScience.

Article

Marketing researchers must strive to enhance the emerging slate of digital tools at their disposal while also retaining the most valuable techniques from the industry's past.

Article

Attitudes toward privacy and advertisement avoidance have not shown any significant differences across generations in extant advertising research.

News

LONDON: Advertisers and agencies routinely overvalue digital media channels and undervalue traditional ones when it comes to brand building, new research suggests.

Article

As the digital ecosystem develops, it is presenting many pain points that stakeholders across the industry must work together to overcome.