Tagged: consumer

Just How Accountable Is Advertising?

One interesting session toward the end of the day featured moderator Suzanne Vranica, the advertising editor at The Wall Street Journal, grilling a panel about accountable advertising. Source: https://www.mediapost.com/publications/article/325889/just-how-accountable-is-advertising.html

The case for multi-touch attribution

In the white paper, The Business Case for Digital Attribution, Latham describes how traditional – and still widely used – attribution models tend to overstate the effectiveness of ads that consumers see just before they make a purchase. Source: https://www.warc.com/newsandopinion/news/the_case_for_multitouch_attribution/41077

Passive ad measurement ‘essential’

On Device Research concluded that digital ads have a passive impact across all brand metrics regardless of ad recall. Source: https://www.warc.com/newsandopinion/news/passive_ad_measurement_essential/40984

Advertising futures: Fewer, more relevant ads

All advertising and media platforms are becoming smarter and more data-driven, even linear TV. These platforms are starting to replace mass-reach ads with ads that are either personalised, or mass customisation, which means everyone won’t need to see or experience the same ads. Source: http://themediaonline.co.za/2018/08/advertising-futures-fewer-more-relevant-ads/