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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.

News

LONDON/BRUSSELS: Sky and TVbeat are among a number of leading players in the European TV market who have formed a new thought leadership consortium to explore opportunities arising from audience data and other developments.

Article

Explores the current reading and thinking on the topic of radio/audio audiences, a group that has undergone significant change as technological advances have broadened access points.

Article

Explores the current writing and thinking on the effectiveness of radio, a medium with inherent persuasive strengths and a track record of strong RoI.

Research Paper

The US Advertising Research Foundation commissioned a study to prevent widespread adoption of mobile ad-blocking software.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

How Audience Measurement 5.0 is developing, what implications it may have and how industry players will have to change in order to adopt such methods.

Article

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.

Article

The digital economy has created an explosion of data and this proliferation of data points contains pathways and signals that can be connected to individuals.

Research Paper

Discusses the current state and the future of TV ad models in the US, exploring how we can improve programmatic TV advertising outcomes, and providing evidence of the predictive power of various pieces of the data picture.

Research Paper

Delta Air Lines, a major American airline, moved from monitoring its traditional metric to the Marketing Impact Score in January 2017, in order to improve customer satisfaction and increase profit.

Case Study

Star Plus, the number one Indian entertainment TV channel, faced challenges from a competitor channel and implemented a strategy to maintain its leadership.

Research Paper

Beatgrid Media, a Dutch measurement start-up, uses a single-source approach to measure TV and video advertising exposure across screens and platforms, at the respondent level.

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.

Case Study

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

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.