Audience measurement

What we know about combining TV with digital media

Article • WARC Best Practice, July 2019

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

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.

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.

What's working in Facebook

Article • WARC Category Intelligence, August 2019

Campaign updates and channel trends in Facebook.

Turn of the century: Lessons in winning traction with TV campaigns

Opinion • Aaron Goldman, May 2019

British Airways and Tesco have produced two of the UK’s best performing TV ad campaigns of the year to date.

Nielsen: Sales promotion continues to outweigh advertising

Article • Geoffrey Precourt, Event Reports, ARF AUDIENCExSCIENCE, April 2019

Nielsen, the research firm, has found that an increase in media consumption has not automatically led to similar growth of advertising spend within the wider marketing mix.

Cross-screen campaigns will be a hygiene factor

News • 10 April 2019

Cross-screen campaigns are an increasingly essential approach for marketers and will soon become a hygiene factor for brands targeting younger audiences, according to a new WARC report.

Cross-screen planning: Lessons from the 2018 WARC Media Awards

Article • WARC Exclusive, April 2019

Analyses four winning case studies from the 2018 WARC Media Awards, detailing their different approaches to cross-screen planning.

Upgrading easyJet's cross-screen strategy

Opinion • Sophy Part, April 2019

WARC Media Awards winner Sophy Part, Business Director at OMD UK, writes that the future of cross-screen planning does not entail a complete move to super targeted addressable advertising.

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.