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.
Geoffrey Precourt, Event Reports, AUDIENCExSCIENCE, June 2018
Scott McDonald, president/CEO of the Advertising Research Foundation (ARF), recognises the frustration of reinventing metrics in a marketing ecosystem but discusses the progress that he has seen in this area.
Research on WARC, MediaSense, June 2017
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.
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.
NEW YORK: Developing comparable metrics, tackling bot fraud and tapping blockchain technology are some tactics which could help enhance audience measurement going forwards, according to Scott McDonald, President/CEO of the Advertising Research ...
LONDON: Two of the UK's major marketing associations have together called for the media industry to demand and provide independently audited data to bring accountability to media markets both online and offline.
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.
Institute of Practitioners in Advertising, October 2018
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
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.
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