Advertising Engagement & Effectiveness

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Multi-Screen Marketing

Multi-screen campaigns are widely acknowledged as crucial for marketing success, but implementation and measurement challenges remain. This Insight Brief explores best practices for multi-platform strategies and new research on cross-screen consumer behaviors. Case studies from ESPN and Food Network also offer insights into successful multi-screen campaigns.

How Consumable Brands' TV Ads Performed In 2013

Ace Metrix's 2014 Blackbook edition, which reveals how well the TV ads of 1,400 brands across 33 categories stacked up in 2013 versus 2012 based on brands' Ace Scores, shows mixed performance among these consumable categories.

The Female/Male Digital Divide

In today’s digital and social media-driven world, consumers have the world at their fingertips, but are men and women’s fingers doing the same thing? A closer look into today’s rapidly evolving digital behaviors highlights the differences between what engages men and women—as well as how they react (or don’t) along the way.

Driving Effective Messaging Through Collaboration

Dr. Lawrence Cesnik, U.S. lead for Global Customer Insights at LifeScan, Inc., shared how internal collaboration helped to launch an efficient, actionable strategic messaging study.

Driving Effective Messaging Through Collaboration

In this presentation, Dr. Lawrence Cesnik, U.S. lead for Global Customer Insights at LifeScan, Inc., shared how internal collaboration helped to launch an efficient, actionable strategic messaging study.

Can You Measure Engagement?

Lacking a single definition, the IAB has attempted to untangle the multiple, competing definitions of engagement. Essentially, digital advertising engagement falls into three major buckets: cognitive, physical, and emotional.

Samsung Telecommunications: Using Intelligence to Expand Business Development

In this presentation, Dr. Mark Ramsey, Ph.D, senior vice president and chief data officer at Samsung Mobile, shared how the brand used advanced analytics to develop relevant technologies to grow business opportunities.

Samsung Telecommunications: Using Intelligence to Expand Business Development

In this presentation, Dr. Mark Ramsey, Ph.D, senior vice president and chief data officer at Samsung Mobile, shared how the brand used advanced analytics to develop relevant technologies to grow business opportunities.

The Evolution of Marketing Automation

Marketing automation (MA) is a broad term, used frequently to describe software platforms built for marketing departments to automate repetitive tasks such as sending email communications. MA has evolved since its basic beginnings into robust solutions, geared towards every type and size of business.

Making Advertising More of a Science than an Art

A significant part of the world's advertising dollars is wasted because companies are unable to accurately track campaign resonance and reaction. Nielsen discusses how neuroscience, the study of the brain and nervous system, can address this age-old need.

Where Marketing and Finance Agree on Measurement for Creating Value

Meg Blair, the founding president of the Marketing Accountability Standards Board (MASB), provided an overview of the MASB initiative to establish an industry standard for marketing accountability and predictability to improve financial performance and guide business decision-makers.

Where Marketing and Finance Agree on Measurement for Creating Value

In this presentation, Meg Blair, the founding president of the Marketing Accountability Standards Board (MASB), provided an overview of the MASB initiative to establish an industry standard for marketing accountability and predictability to improve financial performance and guide business decision-makers.

Microsoft Finds Missed Opportunities for Marketers in the Consumer Journey Through Innovating Analytics

Ivy Esquero, thought leadership manager of global consumer insights at Microsoft, discussed the brand’s new cross-screen approach to big data, and the insights gleaned.

Microsoft Finds Missed Opportunities for Marketers in the Consumer Journey Through Innovating Analytics

In this presentation, Ivy Esquero, thought leadership manager of global consumer insights at Microsoft, discussed the brand’s new cross-screen approach to big data, and the insights gleaned.

Enterprise Data Management Platform

This paper from [x+1] will help you understand what questions to ask and what functionality to look for when choosing a DMP to enable you to achieve programmatic marketing success.

Great Brand Experiences Start with Engaged Employees

Allan Steinmetz, CEO and founder of Inward Consulting, demonstrated why employee engagement is mission-critical and shared best practices for how organizations can foster a more engaged, focused, and innovative workforce.

Great Brand Experiences Start with Engaged Employees

In this presentation, Allan Steinmetz, CEO and founder of Inward Consulting, demonstrated why employee engagement is mission-critical and shared best practices for how organizations can foster a more engaged, focused, and innovative workforce.

The Twitter Effect

In a recent study, tweets were found to have the greatest effect on TV tune-in rates in the competitive reality genre.

Taking Care of Business, On All Screens

Consumers are branching out to new screens and increasing the number of media hours in their days — and marketers are following suit. La Quinta Inns & Suites — whose core consumer is the 25-64 year-old male business traveler — recently turned to Nielsen to measure its latest cross-screen campaign, and the effort yielded five-star results.

Consumer Neuroscience-Based Advertising: Making the :15 the New :30

Often treated as an afterthought my markets and agencies alike, the :15 TV spot is usually just a cut down version of the :30, rarely copy tested, but assumed to be at least 50 percent as good as the :30 from which it's derived.

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