At the Advertising Research Foundation’s Industry Leader Forum yesterday in New York, one point of contention was around marketing mix modeling. Marketing mix modeling is “a core part of our decision-making,” remarked Patrick McGraw, director of consumer and market at P&G, during a panel about measuring marketing effectiveness. “It helps us develop a better understanding […]
Nielsen has steadily expanded its efforts to tie online and offline together and to build products around digital ad effectiveness. That push has required Nielsen to strike relationships with outside data providers such as Datalogix and Facebook. As social and mobile become more crucial for advertisers, Nielsen is under more pressure to come up with […]
Tablet usage is on the rise but retailers have yet to catch up, shows a new report by research company L2. As more people spend time on tablets—which L2 categorizes as a separate device from a PC or mobile device—retailers need to adopt a distinct strategy for engaging shoppers on their tablets. “Tablets have been […]
At the Advertising Research Foundation’s Re:think conference in New York yesterday, discussion revolved around emerging markets such as China, India, and Brazil. John Forsyth, principal at McKinsey & Company, presented data showcasing the growth in these markets. “If you look at the growth over the next 15 years, three-fourths of the global growth is going […]
A new Real-Time Bidding buyer’s guide from Econsultancy provides a snapshot of the exchange-traded media landscape, along with an assessment of today’s demand-side platforms, trading desks, and supply-side platforms. Its overall conclusion is that RTB systems are maturing perhaps more quickly than might’ve been expected, though a lack of measurement consistency and other problems may be hindering marketer […]
Last week, IBM released the results of its “State of Marketing 2012″ (on Slideshare) survey. The results dovetail with IBM’s own technology plans as it relates to marketing and media as the press release revealed: “The new survey of the marketing industry finds that chief marketing officers (CMO) and chief information officers (CIO) must join […]
Pure-play firms reign supreme in a new Forrester evaluation of attribution vendors, released this morning. After ranking eight vendors – a blend of specialized firms and large analytics companies with attribution on the menu – the researcher placed the one-note singers at the front of the choir. All five specialists – Visual iQ, Adometry, ClearSaleing, […]
While it’s not surprising that a Forrester report (sign-up required) commissioned by video ad platform SpotXchange suggests that the market for real time bidding for video inventory is starting to take off, the conclusion of the analysts is hardly cheerleading. The report identifies three things hindering the growth of online video RTB, starting with the […]
In December, global market research firm GfK announced the acquisition of digital research firm Knowledge Networks. And late last week, the company announced the acquisition’s closing. Read the release. David Krajicek, CEO of GfK Custom Research North America, discussed the acqusition and its implications. AdExchanger.com: What would you say were the triggers for GfK’s acquisition […]
Yesterday, a team of analysts from Forrester Research led by Joanna O’Connell, published a new report, “The Forrester Wave: Demand-Side Platforms, Q4 2011,” shining a light on the programmatic buying trend in display advertising, and looking at seven demand-side platforms and their capabilities, in particular. O’Connell begins her team’s analysis by stating the challenge for […]
