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Case Study

Lager Coors Light increased its market share in Ireland through an engaging OOH campaign.

News

NEW YORK: ESPN, the sports network, is tapping in-depth research about out-of-home viewing to holistically serve its audience, and in a bid to unlock valuable knowledge for advertisers.

Article

ESPN, the sports broadcaster, has made significant progress in measuring the out-of-home viewing audience for its content.

News

LONDON: Google, Facebook and Microsoft are among 23 major tech and media companies who have signed up to a new initiative that aims to raise standards across the digital advertising industry in the UK.

Article

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.

Research Paper

This work investigates under what circumstances a television campaign should be complemented with online advertising to increase combined reach.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

News

SAN FRANCISCO: Facebook has announced it is taking steps to address advertisers’ concerns over brand safety by restricting the type of content that can be monetized around in-stream ads and Instant Articles.

Research Paper

This paper describes how the TV network HBO developed an innovative online community, integrating its market research strategy into a single platform, in order to listen to users and generate agile market research insights across Latin- and South America.

Opinion

The world’s biggest advertisers are right to criticise the current system of digital advertising, says Nielsen’s Megan Clarken.

Opinion

What gets seen matters. Ipsos’ Andrew Green argues that viewability should be evaluated not by measuring impressions but by measuring human eyes.

News

NEW YORK: Monitoring consumers’ heart rate is a useful way of gauging their true attentiveness to brand messaging, research conducted on various ads made by Mars, Inc.

Article

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

Article

This event report outlines some headline findings from research conducted by MediaScience and the Ehrenberg-Bass Institute for Marketing Science, based on ads from Mars, Inc.

Article

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.

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 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.

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