Insights

Perspectives: A Small Change Makes a Big Difference

Measuring an ad’s ability to communicate trust is a tricky business: perceptions of trust can be non-conscious, formed almost immediately and biased by subtle factors. Given these nuances, explicit research methods aren’t sufficient.

Getting the Mix (and Audience) Right in Canada's Digital Ad Realm

Marketers want to know who their digital advertising reaches, no matter what screen it appears on or who sees it. That’s the clear message from recent Nielsen research about Canadian on-target rate data—an increasingly relevant metric as marketers increase their digital ad spend.

Canadian Trust in Digital Advertising Still Has a Long Way to Go

It’s somewhat natural for consumers to be skeptical about advertising, but when it comes to paid advertising across traditional and digital media, Canadians have a higher level of distrust than their U.S. counterparts. In fact, Canadian online respondents in Nielsen’s most recent Global Trust...