Resources Library by ANA

The Impact of Attention

Brands spend billions of dollars a year on advertising worldwide, in an environment where it is harder to gain people?s attention, and also attribute how effective a brand?s advertising spend is.  In 2022, Dr. Karen Nelson-Field, CEO of...

Catalogue: Congress 2024

Authors: Richard Colwell, Jill McGrath, Karen Nelson-Field

October 1, 2024

The revolution in Audience Attention Measurement

Catalogue: Congress 2023

Author: Graham Page

Company: Affectiva

October 5, 2023

From accountability to incrementality

Stop! Is your methodology biased? Ad measurement provides 'Accountability' (to prove that ads work), however, we argue that measurement should produce 'Incrementality' (help businesses grow with ads). To measure true ad effectiveness -...

Catalogue: Insights Festival 2020

Author: Minh Nguyen

Company: Google

September 14, 2020

Deconstructing the media market, constructing a new way to measure ad efficiency

In today's world it is well known that information comes from many different sources, simultaneously and in very different formats. In this context advertising can no longer be considered as one homogeneous platform, but as a separate unit within a...

Catalogue: Insights Festival 2020

Authors: Gerardo González, Miguel Anaya, Pamela González

Companies: Netquest, The Nielsen Company, Facebook

September 14, 2020

Integrating survey data and user data

In the age of performance and programmatic marketing, advertisers have come to expect speed, agility and accuracy in everything from target audience understanding, to communications planning, and measuring campaign effectiveness. This paper details...

Catalogue: Asia Pacific 2017: Discoveries

Authors: Bonnâe Ogunlade, Simon Zhong

December 4, 2017

Love and trust underground

It's hard to measure the effect of advertising when your subject is on the move, underground!Measuring how we react to advertising in the laboratory or the home (where we are watching TV or maybe our mobile phone) is hard enough. Try to adequately...

Catalogue: Congress 2017: Visionary

Authors: Nicola Barrett, Robert Ellis

Company: COG Research Ltd.

November 7, 2017

Feel more, click more

As more advertising spend migrates online, there’s 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

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

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