This paper from Nielsen and Simulmedia aggregates conversations from researchers, marketers, and C-suite executives from all sides of the media industry to better understand the changing landscape of the cross-screen video marketplace.
In recent years, industry stakeholders for the magazine and radio fields have separately initiated investigations of the under-measurement problem for their respective media.
The most common unit of measurement in digital advertising is the impression, and it’s the most common way that digital advertising is bought and sold today. It’s so commonplace that most people take for granted that they know what it means.
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.
After years of spreadsheet addiction, educated guesses and gut-based optimization, the advent of advanced analytics tools has provided marketing organizations with far better — and far more automated —- decision-making and forecasting capabilities.