Zaid Al-Qassab, CMO and Inclusion & Diversity Director at British broadcaster Channel 4, spoke to WARC’s Alex Brownsell for Marketer’s Toolkit 2022 about scaling up digital content, the brand’s role in a crisis, and why influencers and creators aren’t the same thing. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
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.
Analysis of the 39 most important Key Performance Indicators for media by the Media Leadership Growth Council of the Association of National Advertisers, conducted because of the correlation between KPIs and business results.
Procter & Gamble, the fast-moving consumer goods manufacturer, believes that cross-media measurement would have significant benefits for consumers as it leads to outcomes like reduced duplication and optimal frequency.
Share of search provides a useful metric that any marketer can use as a surprisingly accurate proxy for the important, but often expensive, calculation of a brand’s market share, says a leading planner.
Sharan Sharma and Michael R Elliott, Int. Journal of Market Research, Vol. 62, No. 4, 2020, pp. 432-448
Case studies reporting real-world experiences with survey falsification are uncommon. In this article, we document the experience of a panel survey in India that produced TV viewing estimates ("TV ratings") where external parties were illegitimately trying to influence respondents' behavior.
Digital media viewability metrics don’t necessarily reflect quality and advertising could take a lesson in this regard from the used car market, according to Marc Guldimann and Karl Sjulsen of New York-based consultancy Adelaide.
Gives an overview of political, social and technological shifts impacting brand safety at a high level and looks to
specific challenges in five categories currently undergoing rapid transformation: Connected TV, Digital Out-of-Home, Location Data, Audio and Gaming.
The notion of using attention to assess ad impact and ad delivery is gaining ground and advertiser money is beginning to flow – so it’s vital that all parties are agreed on definitions and measurement, says Professor Karen Nelson-Field in The WARC Gu
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.