Media

How creative research can help measure and fuel long-term campaign effects

How early communication research enables marketers to make more creative, bolder advertising…faster.

While chants of “fake news” ring out around the world, this paper asks is there really a crisis of trust in the media?

People who fear numbers are said to suffer from numerophobia or arithmophobia. There are even those who fear specific numbers like number 7 (heptaphobics) or number 13 (triskaidekaphobics). Audience measurement is a discipline swimming in numbers and, with the emergence of Big Data to supplement or even replace more traditional survey approaches in many cases, now throws out even more numbers.

In this Ipsos Views white paper, updated and expanded for 2017, Tim Denison, Director of Retail Intelligence, takes us on a tour of the history of this prominent date in the retail calendar, identifies some successes (and failures) along the way, and offers some thoughts as to what the next few years might bring.

Singaporeans are exposed to a plethora of ads across different media touchpoints and it is getting more and more challenging for marketers to be noticed.

The rapidly changing pattern of media consumption has posed a lot of challenges for the brands as they try to decode what works in digital and how is that different from the traditional channels.