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Uncommon Sense: How to Increase Your Digital Advertising Effectiveness Through "Reach Efficiency"

Over the last few years, digital audience measurement has been getting better: measurers are on the lookout for “fraudulent” views, are working to include only “viewable” impressions, and are measuring what percentage of people reached by a campaign actually belong to the group the advertiser was paying for.

New Anti-Drug Campaign Uses Gesture Recognition Technology And A Facebook Game

Ten years ago, the Partnership for Drug-Free Kids launched the “Above the Influence” campaign to differentiate from other anti-drug initiatives by positioning the social pressures to experiment with drugs as the enemy—not the drug itself.

Pay Attention To This: TV Engages People Half As Long As Digital, Nielsen Lab Study Finds

Consumers may tune into TV on a regular basis, but they mentally tune out rather fast in favor of the array of "second screen" options.

Digital Advertising Alliance Launches Opt-Out App

The industry self-regulatory group Digital Advertising Alliance is releasing a mobile app that enables consumers to opt out of behavioral advertising on smartphones and tablets.

Target Regains Some Style Groove; Will Focus More On Natural, Organic Foods

After a year of playing transitional defense, Target is taking the offensive, upping its marketing spending and digital initiatives, and getting ready to reinvent its food offerings.

New Cable Subscribers Help Balance Increase In Cord Cutters

Somewhat dampening cries over cord-cutting, traditional pay TV providers added 101,000 new subscribers during the fourth-quarter 2014 period. But a closer look reveals that there are ongoing issues.

Brands And Social: Don't Just Farm It Out

Last week Nielsen announced key rollout dates for its previously stated measurement enhancements, most of which had been announced last year. Nielsen plans to utilize several new statistical methodologies across both local and national measurement services.

Big Screen Dollars, Little Screen Marketing

When it comes to generating buzz for new movies, trailers and TV commercials remain king. According to Nielsen’s 2014 Moviegoing Report, movie previews and TV spots are the top two ways Americans get their movie info.

McDonald's "Pay With Lovin" Pays Off In WOM, Intent

McDonald's realized the largest gain among Super Bowl advertisers with its “Pay with Lovin'” ad, and an increase in purchase consideration, although overall perception of the brand hasn't improved much to date, according to YouGov BrandIndex survey results.

Grapes of Worth: How Supermarkets Are Becoming Local Wine Shops

There’s a wine retailing revolution taking place across America, and it’s happening in the supermarket. No longer confined to specialty shops and liquor marts, wine is carving out its own territory on the grocery floor.

Searching for Love on Valentine's Day

Love changes everything—what we buy, how we make purchase decisions, and who influences those decisions. On Valentine's Day and beyond, the web plays a big role.

Forbes Puts Native Ad on Cover

The march of native advertising continued this week, as Forbes dispensed with another traditional taboo. It put a native ad on the cover of its print edition for the March 2, 2015 issue.

Random House Gamification Study

 

Evolution of TV: Reaching Audiences Across Screens

Here we dig into the first dynamic—reaching fragmented audiences spread across hundreds of screens and devices—and discuss the challenges and opportunities for distributors, programmers, and advertisers.

Fit To Print: Target Buys Time Print Ads Via Programmatic

Programmatic ad technologies just infiltrated the last unconquered industry: print. Time Inc. announced a partnership with MediaMath, a demand-side platform (DSP), that will see print audience segments be made available for programmatic buying.

The Good and Bad of Technology

As technology profoundly changes the way we connect with one another and conduct business, Publicis Group Chief Strategist Rishad Tobaccowala fears it may come at a steep cost, in the steady loss of human interaction.

A Tail of Two Retail Channels: Getting the Assortment Mix Right

Whether we’re pampering ourselves or our pets, we’re making a special trip to the store to do it, and that’s a big opportunity for retailers.

Multifaceted Connections: African-American Media Usage Outpaces Across Platforms

African-Americans consume above-average amounts of content, across a wide variety of media platforms, including radio, print, TV, and mobile.

The Year in Sports: Digital Steps Up to the Plate

Seventy million people consumed sports content on their smartphones or computer in the third quarter of 2014 alone.

Reuters Debuts Reuters TV, Geared To "Netflix Age"

In addition to branching out into new content areas like video, the last decade has seen news services creating their own branded digital publishing platforms. Reuters has launched a new mobile TV news service app, Reuters TV, offering curated, personalized video news content.

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