Audience Measurement

How to adapt audience measurement methods in times of crisis.

Online audience measurement body UKOM (UK Online Measurement Ltd.) has appointed Ipsos as the new supplier of the UK industry standard for online audience measurement from January 2021.

The changing dynamics of a modernising medium and how to get more from Out of Home (OOH) advertising.

We are entering the Fifth Age of Audience Measurement. It is an age where methodologies are being re-calibrated in response to a fast-changing media environment and where the quest for total understanding of audiences is higher than it has ever been. It is also an era where politics and economics are far greater barriers to progress than technical concerns.

In the field of audience measurement, the greatest understanding comes from observations which have the least impact on behaviour.

It is hard to find a major audience measurement service that does not employ statistical wizardry of one sort or another. From simple weighting of survey results to correct for sample imbalances to modelling the audiences to hard-to-measure media, the use of statistics and algorithms is increasing. In this White Paper, Andrew Green and Mario Paic explore some of these techniques.

February is a prime month for American brands looking to capitalise on two of the largest television audiences of the year – the Super Bowl and the Academy Awards. Unfortunately for the teams behind Best Picture winner Moonlight, and the incorrectly announced Best Picture winner La La Land, Price Waterhouse Coopers’ mishandling of the Best Picture Award winner envelope has overshadowed most all of the stories to emerge from the evening’s events.

The classic gaming demographic of a man, in his 20s, using a games console or computer, is still a key component of the market and shows no sign of losing interest in the medium.

Ipsos Connect launches Connect:Live to help advertisers understand the brand impact of their online video advertising.