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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.

Research Paper

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

News

LONDON/NEW YORK: Advertisers able to reach consumers when they're in the right mood could increase the impact of digital advertising by as much as 40%, according to new research.

News

NEW YORK: Digital is not only capturing a greater portion of new marketing dollars and overtaking TV in many markets, it is also poised to bring about a step-change in the lives of everyone and marketers will need to respond accordingly, a new ...

News

TOKYO: An investigation into evidence of overcharging at Dentsu in Japan has revealed almost 1,000 incidences of impropriety, affecting 96 clients of the agency.

Opinion

Ray Gerber, Chief Solutions Officer, Thunderhead "Businesses will stop paying lip service to the idea of customer centricity and begin making the commitments and organisational changes necessary to place the customer at the centre of their enterprises.

News

CHICAGO: Chinese consumers are the most satisfied with their online experiences, due in large part to how they encounter social interactivity, according to new analysis of internet satisfaction in China, the US and Germany.

Opinion

The marketing industry recently received some sobering news. A  study commissioned by Thinkbox reported a significant disconnect between people working in the industry, and those with whom they are communicating.

Article

This article, taken from the Warc Toolkit 2017 report, looks at the implications for marketers of the rise of 'dark social' seen in recent years through the proliferation of chat apps such as WhatsApp, Facebook Messenger, Line and WeChat.

Research Paper

This article examines the opportunities and risks specific to digital engagement due to the prolific number of people with multiple social media accounts.

Research Paper

This paper outlines the 'Digital Forensics' methodology of the research firm, Flamingo, which seeks to extract consumer insights out of brand data and, in this instance, use it to inform a client's merger and acquisition strategy.

Article

This article presents an eight-point checklist that will show how to optimise digital spend at a tactical level, including what data is needed and what techniques can be used.

Research Paper

This paper reports on a multi-method UK study into chatbots and digital assistants (DAs), assessing their utility for brands (are they really a 'brand's best friend'?), consumers' propensity to use them and their potential applications for market research.

Research Paper

This paper reports on research by AOL in the United States that investigates the most effective ad formats for shifting key brand metrics, the impact of different devices on ad format effectiveness and consumers' expectations of ads on their mobile devices.

Research Paper

This article considers the Advertising Research Foundation's initiative 'How Advertising Works', which aims to provide research-based insights that can improve advertising and ROI.

Article

This webinar aims to shed light on dark social sharing, revealing opportunities for brands to capitalise on the sharing economy.

Article

This report analyses how to drive mobile video advertising effectiveness, examining the impact of creative length and screen size on consumers of different generations.

Article

This primer explores what practitioners need to know about digital attribution, or the process of identifying a set of user actions, how they contribute to the desired outcome, and how to assign value to each action.

Article

This webinar aims to help marketers understand Snapchat and explains why it will become one of the most important channels for brands.