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News

LONDON: Only 5% of media and advertising professionals believe commercial research studies on digital advertising are of a good enough quality, according to a new research study.

News

SHANGHAI: Chinese consumers consider search a first port of call when making purchase decisions, but only 19% of search activity in the country is for brands or products, according to a new study by OMD China.

Article

Chinese consumers consider search a first port of call when making purchase decisions, but only 19% of search activity in the country is for brands or products.

Research Paper

Presents a new approach to overcome the user identification problem, based on data from Spain, by separating individuals' navigation by means of an algorithm that just looks at the data.

Opinion

Following the release of Mindshare’s Media Multiverse research, three of the agency’s leaders discuss the industry shift towards franchises that live across a mosaic of platforms, and away from linear storytelling on one channel.

News

MOUNTAIN VIEW, CA: Simple A/B testing of digital search ads should be retired in favour of a multi-level option that is now enabled by ad rotation, according to a leading Google executive.

Article

Describes a research methodology that reveals how consumers engage with different media platforms depending on how they engage with the category.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Opinion

Research is changing, says HS2's Nick Jones, a speaker at this year’s Audience Analytics and Insight Forum.

Research Paper

This paper explains how Firmenich, a privately-owned fragrance and flavour house, and Tsquared, an online search insights brand, found an ideal vegan beverage for the UK market in 2017 by studying trends around natural food, organic food, and related dietary restrictions in the US and UK.

Research Paper

This paper looks at how a segmentation with measures purely related to digital can give more relevant results for the Chinese market, and how this was developed for Domino's, the pizza store chain.

Research Paper

This paper describes a US research project investigating the role of emotion in digital advertising, specifically to test whether interactive formats ('high-impact ads') deliver more long-term profit-driving effects than standard banner ads.

Research Paper

This article examines the clear evidence from industry research that shows the restriction of 50% of pixels on-screen for only two seconds leads to a reduced ability to influence.

Article

This article examines how measuring digital advertising through clicks reveals little about the ad's performance in its target market and is contributing to a worrying trend towards short-termism in marketing.

News

NEW YORK: PepsiCo, the fast-moving consumer goods manufacturer, gained new insights into the impact of digital campaigns through working with research firm IRI on a project that delivered results at speed.

Article

This event report outlines how PepisCo, the fast moving consumer goods company, deepened its understanding of how advertising impacts the digital audience.

Article

This event report looks at media agency GroupM’s move away from buying digital inventory on cost to focus on quality instead, in order to achieve better results.

Article

This event report considers the challenges around digital measurement and possible solutions, recommending proper audience measurement, frequency capping and adoption of common metrics.

News

GLOBAL: Most audience behaviours in most media can be captured and reported but economic and political factors frequently hamper the adoption of more accurate measurement methods, an industry figure has argued.

Article

This article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.

News

BRUSSELS: Projects ranging from cross-channel measurement to optimising cross-media execution have been recognised by the 2017 IAB Europe Research Awards, which has honoured winners in eight categories.

Article

This paper introduces Gemius AdReal, desktop and mobile technology available in markets across Europe which recognizes ads and produces data reports estimating Real Users.

News

GLOBAL: A paucity of global measurement standards threatens to erode trust in digital advertising for both brands and consumers, a new report warns.

Article

This event report addresses how Microsoft, the technology giant, developed a new tool for pre-testing digital ads.

Article

This event report explores current perspectives on the complicated media transparency debate, including discussion of Facebook's faulty metrics and how researchers should handle the enormous quantity of consumer data now available.