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Videos

Research papers

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 15, 2020

Videos

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

Videos

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

Videos

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

Videos

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

Videos

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

Research papers

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
August 31, 2017

Research papers

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
September 22, 2016