What is the optimal organizational structure for developing ad campaigns at agencies? A study of 554 ad campaigns—based on interviews with ad-agency professionals at firms representing major markets in Australia and New Zealand—found that not all structural configurations lead to the best creative output.
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Ready to meet the changing expectations of today’s shoppers? Leverage key trends and evidence-based success stories from Google, SapientRazorfish, Geometry, Adimo, and others, as they – and your company – seek to thrive in the new shopping reality.
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What constitutes today’s “Mad Men” (or Women)? Clearly, data-driven marketing communications and customer management have changed the ad profession. But in the future who’s going to do the actual work of marketing, and which institutions will dominate? Harvard’s John Deighton dissects a media world dominated by the Internet’s “walled gardens,” IT consultants, and unrecognizable ad firms.
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New technologies have provided new platforms to consume media – and to reach consumers. Digital advertisers are, therefore, turning to native advertising as it keeps advancing, but how does the industry define the ad forms, and what are the best practices?
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Who doesn’t like less complex and less costly solutions, if similar results are achieved? This study claims to deliver on that goal by validating the single-item measurement approach (preferred by practitioners) vs. using multiple measures of attitudes (preferred by academics. It’s a welcome outcome in the current era of decreasing survey response rates and respondents’ attention spans.
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The ARF has announced two new efforts to tackle data quality questions:
Data Labeling Initiative – with the ANA’s Data Marketing & Analytics division, the IAB Tech Lab, and the Coalition for Innovative Media Measurement (CIMM).
Data Validation Initiative – independently conducting research to determine whether surveys can be used to measure the accuracy of those targets.
