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閱聽眾測量5.0
我們正在進入閱聽眾測量（Audience Measurement）的第五個時代。為適應瞬息萬變的媒體環境，測量方式正重新地被校準，全面理解受眾的需求也達到高峰。同時，在這個時代，比起技術上的障礙，經濟與政治更是阻礙進步的因素。
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. -
民生消費品品牌如何影響千禧世代？
討論熱度極高的千禧世代是現今許多品牌的目標族群。
但，不同產業中的任何品牌都能用相同的方式對千禧世代產生一樣的影響力嗎？
還是說，對於特定產業中的品牌來說，他們需要調整對應的策略？試問民生消費品牌是否能夠使用與數位品牌一樣的方式對千禧世代造成一樣的影響力？
若答案是否定的，那麼所有民生消費品牌都需要問同樣的一個問題：我們該怎麼做？
The often-discussed Millennial generation is now a key target for many brands around the world, and in Taiwan.
But, can Millennials be equally in flounced by any brand from any categories in the same way?
Or do brands in certain categories need to adapt their strategy, such as can consumer brands truly influence Millennials in the same way and to the same extent as digital brands?
If no, then the key question that all consumer brands should be asking is ‘what do we need to do?’
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超越突破：五個關於能被主動搜尋及分享的廣告的秘密
要如何創造出具有突破性並且真正能吸引觀眾注意力的廣告呢？Ipsos Connect總裁Peter Minnium探討了幾個人們喜聞樂見並且願意分享給朋友的廣告的幾個關鍵特徵。How do you create ads that break through and truly grab viewers’ attention? Columnist Peter Minnium discusses the key characteristics of ads that people are excited to see and share with their friends.
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精準行銷還是大眾行銷？—觸及率及精準度的平衡
如何才能讓廣告觸及率和精準度達到最佳平衡？有些行銷人員很依賴網路媒體精確選擇目標市場（Micro-Targeting）的能力。有些行銷人員則認為應該盡可能地接觸到更廣大的目標市場。那麼，對於你的品牌而言，應該如何取得兩者之間最正確的平衡呢？答案或許有點令人沮喪：「視情況而定」。
What is the best way to get the right amount of reach but also the right precision? Some marketers are seduced by the promise of micro-targeted precision through digital media spend. Others go broad and target everyone. What is the right balance for your brand? Frustrating though it may be – the answer is “it depends”.
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對於廣告的情感、關注與記憶 — 章節1/2
我們都知道，一個能夠搧動情緒的故事比較容易被記住，而這些故事也常常能夠影響我們的行為，因此，以情感為基礎的廣告通常比較能達到廣告效果。不過，一個真正有效的廣告，需要的不只是一個好的故事。
We have always known that stories with the ability to stir our emotions get remembered. They also have the capacity to influence our behaviour. So emotion-based advertising can be highly effective, but to be truly effective it needs to be more than just a good story.
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了解消費者如何選擇品牌以推動品牌成長--章節1/2
當品牌變得突出之後，它在消費者有限的心理網路中，就成功地佔下了一席之地，而下一步就是成為首選，也就是與其它品牌相比，消費者進行選擇時，品牌必須具有最高的感知價值。而BVC模型可以讓我們了解消費者的心理網路，幫助品牌挖掘出變得與眾不同的機會。
BVC will help you understand where lack of saliency is the key challenge for your brand. Exploration of the mental networks around the category will help you identify opportunities for your brand to become more distinctive.
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數位廣告的不當誘因
衡量指標的選擇非常重要，它決定了我們將要如何實現目標，錯誤的衡量指標可能會導致與預期相反的結果，這種現象稱為不當誘因。
Choosing the wrong metrics can lead to the opposite of the intended outcome — a phenomenon known as “perverse incentives.”