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As more advertising spend migrates online, thereâs a need to understand differences between online ads that drive short-term sales and those which drive long-term, profitable brand growth. This need is particularly acute as the industry faces...
Catalogue: Congress 2017: Visionary
Author: Jocelyn Simon
Company: System1 Research Ltd
October 26, 2017
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How ad Blocking and ad fraud impact measurement
Ad fraud is an ever increasing curse of digital advertising. It is caused by bots that cause webpages and ad impressions to load and make fake clicks. This fraudulent activity "messes up" measurement, which means the business decisions made based on...
Catalogue: Seminar 2016: Media Return on Investment
Author: Augustine Fou
June 15, 2016
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Overview of fraud in online advertising
Online advertising is a multibillion dollar business with a growing pace of +/-15% per year, even during the economic crisis. This economic figures have motivated fraudsters to implement different mechanisms to obtain economic benefits out of not...
Catalogue: Seminar 2016: Media Return on Investment
Author: Ãngel Cuevas RumÃn
June 15, 2016
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Screen life
Everyone's doing it! Two screening, where we use a smartphone or tablet while watching TV, has become normal behaviour for many. Is it a threat or an opportunity for TV companies, programme makers and advertisers? Are we watching TV more or less, is...
Catalogue: Congress 2013: Think Big
Author: Robert Ellis
Company: COG Research Ltd.
June 15, 2013
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Communication analytics: Effectiveness research for conversion based campaign planning
The Single Source Model is a self-report model and proving far less reliable in a world where consumers are now exposed and interacting with brands across diverse channels and multiple screens, often simultaneously. Whether bravado or curiosity, in...
Catalogue: Congress 2014: What Inspires?
Authors: Erik Prins, Iris van Dam, Sander Pot, Peter S.H. Leeflang
June 15, 2014
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How social media listening & analytics can help marketers estimate the ROI of their digital campaigns
With today's technology, one simple infographic dashboard can offer busy marketing executives a decision making tool that they can use daily to make calls on which organic posts to support with advertising euros. Connecting APIs of a Twitter account,...
Catalogue: Seminar 2016: Media Return on Investment
Author: Michalis Michael
June 15, 2016
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Measuring the effectiveness of advertising
Consumers are not necessarily interested in most brands or ads. Usually they do not have time to reflect on what the ad means for them and the brand. This means that it is necessary to understand the way consumers are processing ads. An optimal...
Catalogue: Congress 2016: #WOW
Author: Sjoerd Koornstra
June 15, 2016
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Cracking the code of impactful advertisement: How to appeal to both gen z and grown-ups?
How to craft a TV copy that Gen Z would enjoy with you? A work on the excited neurons. In the 21st century, new scientific sources emphasize that what we know about how people decide may be challenged (Kahneman, 2011). A number of behavioral...
Catalogue: Congress 2017: Visionary
Authors: Yener Girisken, Secil Hasegeli Yagli
Company: ThinkNeuro
October 30, 2017
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