Resources Library by ANA

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

The effect of recency of ad exposure on purchasing across categories and media

The best time to reach a potential buyer of your product with your brand's advertising is immediately before they make their choice. There is a wide literature advising the media planner to do just that. While the theory of recency planning is well...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Virginia Beal, Erica Riebe, Carl Driesener

June 1, 2008

Bringing magazine measurement into the 21st century

When an advertiser looks at an 'X' on a certain day in the media flighting plan it would be a reasonable expectancy that this would be the point in time that the selected vehicle delivered its audience. Certainly this is the case for TV, radio and...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Danielle Siegers, Patrick Hermie, Peter Masson

Company: Bucknull & Masson

June 1, 2008

Building cross-media norms

The presentation will report on the results of a multivariate analysis of approximately 50 cross media advertising effectiveness studies, representing about 74,000 respondents. The results provide insights into how different media work at returning...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Robert Cardarelli, William Havlena, Alexandre Kalluf

Company: KANTAR TNS Malaysia

June 1, 2008