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  • How Facebook advertising works with traditional media
    • 08/28/15
    • Media and Entertainment
    • Digital Market Intelligence
    • Global
    • English

    How Facebook advertising works with traditional media

    GfK was able to combine robust quantitative research with cookie-tracking methodology. This allowed the client to gauge exposure to Facebook advertising more realistically than it could with claimed recall.

  • How Facebook advertising works with traditional media
    • 08/28/15
    • Media and Entertainment
    • Digital Market Intelligence
    • Belgium
    • English

    How Facebook advertising works with traditional media

    Facebook’s client, Mercedes-Benz, were launching a new car model. To ensure the success of the campaign, Facebook and its client needed to determine which media, used together with Facebook, provide the best combined results

  • How Facebook advertising works with traditional media
    • 08/28/15
    • Media and Entertainment
    • Digital Market Intelligence
    • United Kingdom
    • English

    How Facebook advertising works with traditional media

    Facebook’s client, Mercedes-Benz, were launching a new car model. To ensure the success of the campaign, Facebook and its client needed to determine which media, used together with Facebook, provide the best combined results

  • Digital insights for contact lens market growth
    • 08/27/15
    • Health
    • Digital Market Intelligence
    • Connected Consumer
    • Global
    • English

    Digital insights for contact lens market growth

    We helped Alcon optimize its digital communications strategies so that it could strengthen its position in a growing market for contact lenses.

  • Digital insights for contact lens market growth
    • 08/27/15
    • Health
    • Digital Market Intelligence
    • Belgium
    • English

    Digital insights for contact lens market growth

    We helped Alcon optimize its digital communications strategies so that it could strengthen its position in a growing market for contact lenses.

  • Digital insights for contact lens market growth
    • 08/27/15
    • Health
    • Digital Market Intelligence
    • Singapore
    • English

    Digital insights for contact lens market growth

    We helped Alcon optimize its digital communications strategies so that it could strengthen its position in a growing market for contact lenses.

  • Digital insights for contact lens market growth
    • 08/27/15
    • Health
    • Digital Market Intelligence
    • United Kingdom
    • English

    Digital insights for contact lens market growth

    We helped Alcon optimize its digital communications strategies so that it could strengthen its position in a growing market for contact lenses.

    • 08/27/15
    • Technology
    • Digital Market Intelligence
    • Global
    • English

    The IAB Believes…digital ad measurement needs standardization

    Last week, the IAB posted the second of their 5 “IAB Believes…” blog pieces, focusing on viewability of digital ads. Their focus in this post is the inconsistency of digital ad measurement definitions when it comes to the visibility and viewability of ads on the page. They are looking to address this with the Joint Industry Committee for Web Standards (JICWEBS).

    The IAB have a good track record of pulling the industry together, but I’m wondering whether this step-wise approach, starting with display then moving to video and then mobile, is the strongest way forward. While this is probably the easiest way to do things, I think it could be the wrong way round. Isn’t mobile or even video currently more of a priority than display? These are the growth areas. However, maybe the underlying need in moving first to viewable impressions on display is to address some of the fraudulent impression issues that have been much talked about recently. This aim is great, as it makes the whole industry more accountable, leaving critics to have to come up with something else to moan about and bringing back some confidence that digital ad spend is not being ripped off.

    Interestingly, the IAB follows all this with a small caveat: “This is about the ad being in-view so it has an opportunity to be seen. Its effectiveness, as ever, is down to the creativity, inventiveness and rigor of your teams. That, indeed, is the beauty of our industry.” Most people would certainly agree with that – and it’s here that the marketing insights providers (like us, at GfK!) come into their own.

    However, it seems like there is a disconnect between the viewability measurement (where the focus is on technology providers validating impressions) and this effectiveness evaluation. Surely these two things should be combined and aligned? The regulation of the Market Research industry means we can be truly independent here – assuming that you trust the notional separation of insights from media that is claimed to exist in some groups of commonly owned companies. Isn’t this then something that should be tendered out and endorsed in the same way that website visits are?

    The common challenge here is on the supply side. You can standardize measurement, but we need to encourage the development of competitive advantage (and innovation) by suppliers. Integrating measurement and insights is one such innovation, so maybe it would be good to engage GfK (and other research suppliers are also available ) to make sure this perspective is taken into account? Just a thought!

    For more information please contact Arno Hummerston at arno.hummerston@gfk.com, or follow him on Twitter @ArnoHum. See the original on LinkedIn.

    • 08/25/15
    • Media and Entertainment
    • Technology
    • Digital Market Intelligence
    • Global
    • English

    The IAB Believes…brand safety scepticism

    Last week, the IAB posted the first of their 5 “IAB Believes…” blog pieces, focusing on brand safety. In this first piece, they focus on the bad PR when an ad is delivered in inappropriate places and there is a passing reference to the spend that is wasted. The solution pushed by the IAB is signing up to Digital Trading Standards Group (DTSG)’s Good Practice Principles.

    This is great! As the post states, “This initiative alone goes a long way to minimize the risk of ad misplacement. It provides those in the display advertising chain with a framework – clarifying rights and responsibilities within the increasingly complex process of ad trading.” If I were a brand owner then I would be doing everything possible to ensure my ads don’t appear on the kind of placement that goes viral for all the wrong reasons.

    But I don’t get how following the DTSG’s principles alone is going to solve the issue in actually identifying when this kind of thing happens and then controlling it before it becomes an issue and is spread across the world. Also – how do you optimize your ad spend if you don’t know where the ad has actually been placed?

    There must be room for a 3rd party verification system somewhere here? Someone that is working on behalf of the advertisers to technically determine the impression authenticity.

    I know we can do this at GfK but I’m off to talk to our techie people now, to make sure our URL identification capabilities are up to the demand that is likely to come our way following this IAB blog!

    For more information please contact Arno Hummerston at arno.hummerston@gfk.com, or follow him on Twitter @ArnoHum. See the original on LinkedIn.

  • Building better relationships with young pharmacists
    • 07/31/15
    • Health
    • Digital Market Intelligence
    • Belgium
    • English

    Building better relationships with young pharmacists

    We recruited more than 100 working pharmacists in the target age group to participate in a longitudinal integrated study.

  • Building better relationships with young pharmacists
    • 07/31/15
    • Health
    • Digital Market Intelligence
    • Singapore
    • English

    Building better relationships with young pharmacists

    We recruited more than 100 working pharmacists in the target age group to participate in a longitudinal integrated study.

  • Building better relationships with young pharmacists
    • 07/31/15
    • Health
    • Digital Market Intelligence
    • United Kingdom
    • English

    Building better relationships with young pharmacists

    We recruited more than 100 working pharmacists in the target age group to participate in a longitudinal integrated study.

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