Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.
Prof. Karen Nelson-Field and Jonathan Waite, WARC Webinars, June 2020
Professor Karen Nelson-Field, Founder and CEO, Amplified Intelligence and Jonathan Waite, Senior Director, Global Media Partnerships, Dentsu Aegis Network answer questions and help plan your attention strategy.
Ignacio Gómez, Ricardo Torres, Ignacio de la Iglesia and Pablo Pérez, ESOMAR, Congress, 2019
The Spanish Broadcaster RTVE partnered with the video-sharing platform YouTube to broadcast the talent show Operacion Triunfo on two platforms, and subsequently tracked audience engagement via audio passive measurement.
Microsoft, the tech giant, has made significant progress in tracking how a campaign for one brand impacts the other products within its portfolio – or what is called the “cross-brand halo” from advertising.
Stephen Whiteside, Event Reports, TMRE, October 2018
Microsoft, the technology giant, has pursued an innovative research program that identifies how the ad campaigns for one of its brands impacts other offerings in its portfolio, as well as its corporate brand.
NEW YORK: Practitioners and academics often focus on very different considerations as they conduct advertising research, but a paper in the Journal of Advertising Research (JAR) has argued that this gap is not insurmountable.
The price of TV and online video varies, but the cost does not always correlate to effectiveness. Here, MediaCom’s Marko Matejčić looks at the cost of one second of attention in order to better compare channels.
Anna Hamill, Event Reports, IIeX Asia Pacific, December 2017
Coca-Cola ensures high quality brand tracking data in 90 markets internationally by employing a 'pre-warning' system for data anomalies, and employing a specific 'data consigliere' resource to ensure high quality, consistent and integrated data across the company.