Resources Library by ANA

Using multi media measurement

Today, marketers have a choice of market research studies from different vendors to provide them with the above described information about mass media and new contact points. These multimedia studies use consumer survey data to measure the relative...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Author: Shubu Mitra

Company: The Coca-Cola Company

June 15, 2008

Audience value across media

The paper sets out the evolution and impact of a new cross media metric, Audience Value, which has been designed, trialled and developed by the BBC during the past 18 months, and which is now being introduced across the business. The BBC serves the...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Nick North, James Holden

Company: GfK

June 1, 2008

How does advertising affect loyalty?

Understanding and measuring advertising and buyer loyalty have both been on marketers' agendas for many decades. However, the act of bringing the two agendas together has been limited due to the data requirements associated with doing so...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Leslie Wood, Rachel Kennedy, Colin McDonald, Carl Driesener, Gerald J. Goodhardt

June 1, 2008

Where do you really watch when you are seeing?

This presentation employs the latest technology to better understand the relationship between what people say they watch versus what they actually are watching during a product placement segments of television. As such, the paper is based on a...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Mike Hess, Karina Besprosvan

Company: integral, OmnicomMediaGroup

June 1, 2008

The mobile brand experience

This presentation describes the pioneering work of conducting ad effectiveness research on the mobile web. By forcing a process that combines innovation, collaboration, leadership, and research rigor, a previously unavailable view on branding impact...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Kara Manatt, George Pappachen

June 1, 2008

Real insights

What kind of research is suitable for collecting real insights about media usage in the changing media world? The 'Day in the Life' approach is helpful to track communication behaviour in the daily life of media users. A consumer centric perspective...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Author: Dirk Engel

June 1, 2008

Quality insights to solve a luxury problem

Luxury brands rely on carefully planned and executed marketing activity to appeal to the emotions and cultivate an image of exclusivity, but as their customers increasingly spend time with digital media, they must wrestle with decisions about whether...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Beth Uyenco, Alex Charlton, Olivier Goulet

Companies: Microsoft, Wavemaker

June 1, 2008

The glue

Until recently, different elements of a campaign were evaluated in completely different ways. Advertising tracking measured TV, exit interviewers were employed to accost people as they left the store to evaluate point of sale, response rates were...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Fiona Blades, Verity Johnston

Company: MESH Experience

June 1, 2008

Game, set, match!

Sport Eye Tracking allows Havas Media and Havas Sports to assess whether brands are effectively looked at by TV viewers during sports broadcasting.Does the viewer focus only on the game action or does he also spot brands on television? How long is...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Isabelle Le Roy, Julien Vivier

Company: Havas Group

June 1, 2008