mobile research
- Targets & Segments
- Article
How Speed Preference During Travel Affects Mobile Marketing
Today, it is more common than ever for consumers to access media and make decisions on the go. Marketers need to know how being in a state of mobility affects them in order to reach them with the right message at the right time. This study helps shed a little light on how such mobility itself may influence consumer thinking and behavior.
- Past Event Highlights
- Article
How Do You Stimulate Great Creative and Measure It?
On October 13, 2022, industry leaders joined us for an inaugural Creative Effectiveness event on how to stimulate great creative and measure it. Panelists shared innovative and experiential formats as well as new approaches and tools in support of building and measuring campaigns. The event was followed by the ARF David Ogilvy Awards reception.
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- Research & Data Quality
- Article
Aggregating Location Data for Privacy and Profit
Using mobile location data to improve targeting marketing is a good strategy, but the downside is that it can increase consumer concern over privacy. What’s a better way to do it? Instead of aggregating data by home location, doing so by the centroid of brand sites visited can result in good predictions, while still maintaining individual anonymity.
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