Measurement Methodologies
USA TouchPoints: An Agency’s Perspective
David Shiffman, senior vice president, research director, MediaVest, provided an overview of USA TouchPoints as an innovative new planning and consumer insights tool for cross-platform campaigns.
Yahoo!: The Impact of Social Features
Yahoo! offers findings from their measurement of the brand impact of a major auto brand’s sponsorship of Yahoo!’s Academy Awards page during the 2011 Oscars.
Michael Finn of BrightLine: A Perspective on ITV
Rick Howe, the ITV doctor, interviewed Michael Finn, president of BrightLine, about where television advertising has been and where it’s going now that interactive TV is a viable and appealing option for advertisers.
Yahoo!: Capitalizing on the Creative Canvas
Angela Reynar, senior director, Category Insights, Yahoo!, Lauren Weinberg, vice president, insights and research, Yahoo!, and Brian Levine, president and co-founder, Innerscope Research, discussed cutting-edge research techniques used to understand what engages consumers most effectively and how to best capitalize on larger, innovative ad units.
Yahoo!: Capitalizing on the Creative Canvas
Angela Reynar, senior director, Category Insights, Yahoo!, Lauren Weinberg, vice president, Insights and Research, Yahoo!, and Brian Levine, president and co-founder, Innerscope Research, discussed cutting-edge research techniques used to understand what engages consumers most effectively and how to best capitalize on larger, innovative ad units.
Sponsorship Marketing Measurement: No Longer a Myth
Containing data from ANA members, TD Bank and AB-InBev, this Insight Brief looks at how marketers can be more accountable when it comes to sponsorship measurement and ROI. ANA survey results are also shared in this helpful compilation of resources.
Which Companies Are the Most Social?
Sherri Maxson, director of interactive, U.S. Cellular Corporation, and Mike Jones, vice president of technology, Dachis Group, explained how companies are using the Social Business Index (SBI) to measure how "social" they are in "real time" compared to the competition.
Which Companies Are the Most Social?
Sherri Maxson, director of interactive, U.S. Cellular Corporation, and Mike Jones, vice president of technology, Dachis Group, explained how companies are using the Social Business Index (SBI) to measure how “social” they are in “real time” compared to the competition.
Yahoo!: Capitalizing on the Creative Canvas
Angela Reynar, senior director, Category Insights, Yahoo!, Lauren Weinberg, vice president, Insights and Research, Yahoo!, and Brian Levine, president and co-founder, Innerscope Research, discussed cutting-edge research techniques used to understand what engages consumers most effectively and how to best capitalize on larger, innovative ad units.
Yahoo!: Capitalizing on the Creative Canvas
Angela Reynar, senior director, Category Insights, Yahoo!, Lauren Weinberg, vice president, Insights and Research, Yahoo!, and Brian Levine, president and co-founder, Innerscope Research, discussed cutting-edge research techniques used to understand what engages consumers most effectively and how to best capitalize on larger, innovative ad units.
American Licorice: Facebook Advertising Case Study
Michael Kelly, consumer communications manager, American Licorice, and Madalyn Friedman, marketing insights manager, American Licorice, presented a case study on their recent Facebook advertising campaign.
Advertising Effectiveness: Understanding the Value of Social Media Impressions
Nielsen provides insights to marketers on building a Facebook fan base to increase the effectiveness of paid media through social advocacy, as well as how the social context influences the value of earned and paid impressions.
Power of Relevancy: The Biometric Impact of Online Advertising
A recent Yahoo! study shows how biometric monitoring of participants helps marketers understand the importance of employing relevant tactics in online advertising to connect with consumers.
Interview with Susan Whiting, Vice Chair and Chief Diversity Officer, Nielsen
Nielsen’s vice chair addresses pressing questions from ANA TV & Video Committee members. Topics include rating systems, cross-media/multiplatform research analysis, and econometric tools.
Marketing Research: Helping You Connect with Consumers
This compilation of resources on marketing research contains information on improving qualitative research efforts, web analytics, and social media research tools, as well as ANA member case studies.
Quaker Instant Oatmeal: Measuring the Offline Sales Impact of Google’s Content Network and YouTube
In order to boost slumping oatmeal sales, Quaker Oatmeal launched the “Awaken Your Senses” challenge on YouTube and the Google Content Network as a 15 week branded entertainment experience featuring new oatmeal creations from 12 of the web’s top food bloggers.
3M: Five Keys to Getting Visual Attention
Bill Smyth, business manager, 3M Digital Out of Home Department, discussed five keys to creating a strong visual hierarchy that can help assure that your marketing messages are getting through. He also described how to use these keys to create advertising and marketing materials that get visual attention.
3M: Five Keys to Getting Visual Attention
Bill Smyth, business manager, 3M Digital Out of Home Department, discussed five keys to creating a strong visual hierarchy that can help assure that your marketing messages are getting through. He also described how to use these keys to create advertising and marketing materials that get visual attention.
How Intel "Works Smarter" in Mobile Marketing
Beth Lubov Butrymowicz, global media manager, Intel Corporation, discussed how Intel became one of the leaders in the mobile marketing space through its award-nominated "Work Smarter" mobile campaign.
Applying Neuroscience Research to Ad Effectiveness
Representatives from A&E Television Networks (AETN) and NeuroFocus, Inc. discussed the partnership between the two organizations, which allows AETN to use neuroscience technologies to track the impact of advertising on consumers.
