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Videos
From glass half full to glass overflowing
Our journey to better understand the impact of advertising dollars on sales beyond the short run. Operating on a hunch, we ventured to harness the wealth of customer perception data and the best of existing statistical models at Microsoft to deliver...
Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Bernard Brenner, Robert Graves
Company: Microsoft
September 8, 2019
Research papers
Optimising ROI on social media
Up to 85% of brand generated social media posts are wasted. With digital advertising approaching 50% of all advertising expenditure, we need to go beyond clicks and likes as a measure of ROI on social media expenditure. Through machine learning, a...
Catalogue: Asia Pacific 2019
Author: Colin Ingram
Company: Kantar
May 22, 2019
Research papers
Unspeakable truths
Ads which trigger any emotion work better than those that don't. Ads which trigger the right emotion work even better. A problem, however, has always been detecting unspoken feelings; the real kinds of emotion that an ad generates. The aim of this...
Catalogue: Asia Pacific 2019
Authors: Whitney Xi, Rupam Borthakur, Mike Underhill, Bruce Bogle, Natalie Ho, Subba Kumari
Companies: VF Corporation , Kantar
May 22, 2019
Magazines
Research World (March-April 2018)
With the constant shifting sands of technology, how can researchers stay abreast of the latest developments in advertising and media research and the interplay between the different communication platforms? What's the state of the art in media and...
Catalogue: Research World 2018
Author: ESOMAR B.V.
April 1, 2018
Research papers
The impact of personalization at scale
This paper focuses on women's representation in advertising from a business measurement perspective and how it can impact advertising performance. Most importantly, it invites the industry to join efforts, creating solutions to make advertising more...
Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Isabela Aggiunti, Caio Daier, Maria Julia Rayeb
Company: Facebook
March 27, 2018
Research papers
Beyond traditionalism
For too long, Latin American markets in general, the Mexican one in particular, have been characterized as "traditional", a backwater of relative stillness with a few quirks that can be managed by avoiding a few taboos and promoting some degree of...
Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Elisa Romero, Alfredo Troncoso
Companies: De La Riva Group, AB InBev
March 13, 2018
Videos
John Wanamaker... We now know which 50% of advertising is wasted
Famous for the quote "half my advertising is wasted, I just don't know which halfâ, John Wanamaker would be concerned that over 50% of online ads served are not seen by anyone. Many of the rest are not seen by their intended audience â and...
Catalogue: Congress 2017: Visionary
Author: Jackie Lorch
November 27, 2017
Videos
Build, measure, learn
Itâs said that 95% of all purchasing decisions are not made consciously. In other words, brands that evoke our emotions always win. When it comes to designing a content-marketing campaign, thereâs no such thing as a bad emotion! Weâll...
Catalogue: Congress 2017: Visionary
Authors: Patrick Fagan, Sally Wu
November 27, 2017
Research papers
