Resources Library by ANA

E pluribus unum

This paper describes the efforts undertaken by Nielsen Outdoor to create an audience measurement system, based on GPS (Global Positioning Satellite) technology, capable of meeting the commercial and research needs of the U.S. outdoor industry. It...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Authors: Pete Doe, Ian Garland

Company: Nielsen

June 20, 2005

A cost-effective way for testing outdoor creatives

The paper describes an analysis of outdoor creatives and its effect on aided recall of the outdoor campaign. We have analyzed 116 outdoor campaigns.For each of the campaigns, the following data were available: a photo of the poster, number of sites,...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Author: Andraz Zorko

June 20, 2005

Advertising integration study

The emergence of search marketing in recent years has not only yielded another channel for online advertising, but also another means of measuring users' engagement with a brand.This case study examines the particular interaction between display...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Author: Taylor Schreiner

Company: Yahoo!

June 20, 2005

The creative heresy in audience measurement

This paper deals with the interesting question of whether some measure of creative effect should be included as a variable for calculating the size of the audience likely to see an outdoor display. The authors believe it should be included, and that...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Authors: Erwin Ephron, Joseph C. Philport

June 20, 2005

From server to panel

The authors recently analyzed ad campaign reach and frequency metrics derived from calibrated exposure frequency integration of DoubleClick ad serving data with Nielsen/NetRatings consumer panel data.The purpose of the analysis was to determine the...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Authors: Craig T. Gugel, Kathryn Koegel, Rick E. Bruner

June 20, 2005

Technology that puts research within an arm's reach of desire

Historically manufacturers have demanded that research suppliers should provide broader and deeper insight into the habits of the hypermarket shopper because this is the area over which they have traditionally been able to exercise the most...

Catalogue: ESOMAR Panel Research Conference 2005

Author: Craig Twyford

Company: Nielsen

April 17, 2005

Next generation TV advertisement scheduling

This paper deals with the effective TV advertisement scheduling method based on the state-of-the-art data fusion methodology.It is derived from the empirical application results of TV advertisement scheduling in the actual situation that the proposed...

Catalogue: Asia Pacific 2005

Authors: Akito Nakai, Hiroshi Onishi

Company: Video Research Ltd.

March 13, 2005

Is pester power dead?

This paper provides a unique insight into the response of food manufacturers, retailers and advertisers to key challenges that affect marketing to children in 2005.These include the possible banning of food advertising to children, concerns over...

Catalogue: ESOMAR Conference On Age 2005

Author: Neil Samson

January 30, 2005

The importance of contextualisation in interpreting consumer needs

The primary objective of this paper is to highlight the importance of understanding the context within which consumer needs are expressed and how this influences the type and tonality of communication strategies and campaigns. In essence the authors...

Catalogue: ESOMAR Conference On Age 2005

Authors: Cliff van Wyk, Refiloe Mataboge

January 30, 2005