Audience measurement

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What we know about multiscreen media planning

Article • WARC Best Practice, February 2019

Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

What we know about combining TV with digital media

Article • WARC Best Practice, September 2018

Provides marketers with information and guidance about combining TV and digital media strategies.

The role of premium multi-screen video in an ad campaign

Article • Marianne Vita, WARC Best Practice, September 2018

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

The six key elements of a strong video ad platform

News • 11 September 2018

GLOBAL: With an ever-expanding list of video ad options, marketers must evaluate platforms based upon a set of fundamental elements and make impartial assessments of their ability to build brand success, according to a leading industry figure.

Media strategies for multiscreen viewing

Article • Colin Grimshaw, Admap, February 2018, pp. 3-3

Outlines a series of papers on the challenges and opportunities for marketers in a multiscreen environment.

Accounting for attention deficit in multiscreen viewing

Article • Lucas Brown, Admap, February 2018, pp. 32-34

Outlines four factors that will help planners consider the likelihood of multiscreening at various times and during certain programmes.

How content, context and screen type influence ad receptivity

Article • Heather Andrew, Admap, February 2018, pp. 29-31

Reveals three key learnings, gleaned from neuroscience, that can help inform a new approach to multiscreen media planning.

Streaming, video drive Aussie content consumption

News • 16 January 2018

SYDNEY: The majority of Australians now spend more time online than offline, as their consumption of digital entertainment content continues to increase, according to new data from Nielsen.

Adstats: Global media consumption

Article • Admap, January 2018, pp. 48-49

Reveals the findings from a GlobalWebIndex survey of internet users aged 16 to 64 years old, from 34 countries.

Digital media habits of Australian entertainment consumers

Article • Brooke Hemphill, Event Reports, Mumbrella Entertainment Marketing Summit, November 2017

This report uses 2017 Nielsen data to examine the digital media consumption habits of Australians, including devices used, generational differences and emerging trends.

How digital density is reshaping PepsiCo’s marketing in Brazil

Article • Geoffrey Precourt, Event Reports, Festival of Media Latin America, October 2017

PepsiCo, the consumer packaged goods manufacturer, is tapping consumers’ enthusiasm for digital in Brazil to deliver more compelling messages.

OTT co-viewing sparks brand conversations

News • 14 November 2017

NEW YORK: Co-viewing is as popular with people watching OTT programming as it is with linear TV and more than half engaged in this activity frequently discuss brands and products they see on screen, new research has established.

ComScore’s solution to digital measurement challenges

Article • Emily Barley, Event Reports, IAB Interact, May 2017

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

The Changing TV Experience: 2017

Research Paper • Kristina Sruoginis, Maggie Zhang and Rhiannon Shane, IAB, May 2017

Discusses what has changed since the 2015 IAB Changing TV Experience study, which looks at the behavioral shift of consumers' TV viewing experience on the big screen.

Médiamétrie: Measurement of new forms of TV consumption (4-Screen TV/ Video Measurement)

Article • IAB Europe Research Awards, Winner, Consumer Devices, and Highly Commended, Research and Data Innovation, 2017

This paper describes a system by Médiamétrie which measures the audience for TV programmes in France across four screens: TV, desktop, tablet and smartphone.

Global digital ad metrics can regain trust

News • 21 April 2017

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

Cross-Device and Cross-Channel Identity Measurement Issues and Guidelines: How Advertisers Can Maximize the Impact of an Identity-Based Brand Campaign

Research Paper • Evan Neufeld, Journal of Advertising Research, Vol. 57, No. 1, 2017, pp. 109-117

This article provides an excerpt from a best practice study, commissioned by CIMM to identify the best and worst practices and provide frameworks and guidelines that brands could apply when conducting cross-device and cross-platform exercises in consumer matching.

ESPN explores cross-platform ad lift in Latin America

Article • Geoffrey Precourt, Event Reports, KNect365 - Media insights and engagement conference, February 2017

This event report provides various insights from ESPN, the sports-focused media group, regarding the effectiveness of cross-platform advertising.

The competition for attention

Article • Brian Carruthers, Event Reports, IAB Breakfast, November 2016

This event report examines attention in the modern age, and how to best utilise the time available to engage consumers.

How TV is becoming more social

Article • Andrew Stephen, Admap, January 2017, pp. 10-12

This article considers the impact of audiences increasingly using social media while watching TV, and how social mentions and TV interact and affect each other's popularity.

Adstats: Global media consumption

Article • Admap, January 2017, pp. 48-49

This article looks at global media consumption during Q1-Q3 in 2016, during which period internet users aged 16-64 spent a total of 11 hours and 10 minutes per day consuming media.

Four ways to advance cross-platform measurement

Article • Courtney Cowgill, Event Reports, ARF West Conference, November 2016

This event report provides an insight into the challenges of cross-platform measurement, and outlines several steps marketers can take to drive progress in this area.

IAB: Real_Living

Research Paper • MRS Awards, Finalist, New Consumer Insights, 2016

This article explores a UK study by the IAB, representing the advertising interests of digital media companies, into the areas of peak media engagement in a typical evening, demonstrating that at least half of those are not TV-related.

Aussies stick with TV for entertainment

News • 02 December 2016

SYDNEY: Australians spend more time using the internet than watching television, but much of that is work- or study-related, meaning that TV is top for entertainment.

How brands can capitalise on the combined power of social media and TV

Article • Matt Hill, Admap, December 2016, pp. 10-12

This article examines the differences between advertising on social media and TV, and how these two very different approaches can be made to work together for a more powerful result.

What we know about multiscreen media planning

Article • WARC Best Practice, February 2019

Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.
What we know about TV audiences

Article • WARC Best Practice, January 2019

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.
Media in focus: Marketing effectiveness in the digital era

Article • 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.
What we know about combining TV with digital media

Article • WARC Best Practice, September 2018

Provides marketers with information and guidance about combining TV and digital media strategies.
Global Ad Trends: OOH in focus

Article • James McDonald, WARC Data, February 2018
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.
GroupM: The State of Video

Article • Adam Smith, Rob Norman, Research on WARC, November 2017

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.