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.
Chevrolet, an automotive brand, in partnership with Google, a multinational technology company, created a campaign that cut into US consumers' path to purchase through their Google searches and convinced them to buy Chevrolet.
STAMFORD, CT: US consumer media usage and exposure, including all digital and traditional media, edged up 0.3% to an average 70.7 hours a week in 2017, according to a new report, but time spent with ad-supported media declined.
NEW YORK/BARCELONA: The practice of targeting consumers by daypart needs to evolve beyond a focus on reach and look at the “need state” that drives them to turn to content at any given time, according to a new report.
Lucas Brown, Admap, February 2018, pp. 32-34
The way we consume media has changed beyond recognition, with many dividing their attention between multiple devices even though the human brain cannot handle this kind of multitasking or multiscreening.
Kathy Gardner, WARC Webinars, January 2018
Kathy Gardner, VP Media Insights at thinkTV, discusses the extent to which the media habits of the advertising industry differ from the 'average Canadian' and looks at how our personal media habits are biasing our assumptions of others' behaviors.
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.
Direct Marketing Association - UK, Silver, 2017
Virgin Media, a multimedia company, used speech recognition technology to record soundbites of interviews with BAFTA winners in the UK and upload them instantly to Twitter, to better engage its audience.
This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry. Key findings include:
Successful brands allocate 13% of their media budgets to OOH.
Out of home CPM is routinely lower than the all media average.
Out of home accounts for 8% of global display adspend.
Digital's share of global out of home adspend is expected to rise to 45% by 2021.
A blended schedule can achieve the benefits of digital impacts with affordable reach.
Consumers are sceptical about the use of in store facial recognition for marketing.
Other key media intelligence includes Twitter turning a profit despite US stagnation, Super Bowl spots outperforming the wider US TV market, digital classified spend overtaking print for the first time, and practitioners' intentions to invest more in audience data this year.
Colin Grimshaw, Admap Magazine, February 2018, pp. 3-3
Although the TV in the corner of the living room is still the main source of entertainment for many households, other screens, such as mobiles and laptops, simultaneously distract and compete for attention.
This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.
Joeri Van den Bergh, Patrick Alders, Anneleen Boullart and Martijn Van Bijnen, ESOMAR, Qualitative, November 2014
This paper sets out research undertaken by Viacom International Media Networks (VIMN) in Northern Europe to better understand the lives and needs of millennials, how these build into trends and how VIMN can best serve this group.