Insights

The Value of Efficient Reach: Maximizing Campaign Audiences

To better understand reach, Nielsen recently analyzed the concept of “reach efficiency” to see if advertisers are spending their dollars effectively. Despite having similar parameters and goals, the analysis found that campaigns can perform differently based on the sites they’re served on.

Real Returns: What Matters Most in Digital Advertising

Think about the last ad you saw: Was it on TV or another device like your tablet or mobile phone? With so many channels and so little time, it’s a bigger challenge to reach consumers at the right place and the right time and even harder to take them from just watching, to buying something.

Marketing Mix Modeling: What Marketers Need to Know

Though you may already use primary and secondary media research to guide your marketing strategy, you may be missing out on key information if you’re not measuring marketing effectiveness too. So you need more information to answer some very critical questions.