Audience Measurement

Ipsos Connect's Tech Tracker is a quarterly, GB nationally representative research survey which measures the emerging trends and developments in technology.

“It’s not what you look at that matters; it’s what you see.” American author Henry David Thoreau could have been weighing in on the big debate about advertising viewability.

Ipsos Connect's Tech Tracker is a quarterly, GB nationally representative research survey which measures the emerging trends and developments in technology.

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.

Online video growth has been hugely dramatic in the last few years, rising from US$ 16b in 2015 to an estimated US$ 24b in 2017. Because of this strong growth, it has been a hot topic of discussion amongst brand marketers in Taiwan, even though there seems to be a lack of deep understanding of how to truly optimise this growing touchpoint.

In a recent White Paper, programmatic demand-side platform provider, TubeMogul, referred to ‘the unstoppable shift to audience-based buying’ in the US television market, arguing that inefficiencies in the way TV advertising has traditionally been bought and sold, as well as advances in the way people receive their TV content, will lead inevitably to a time when more and more of it will be traded programmatically.

Ipsos Connect's Tech Tracker is a quarterly, GB nationally representative research survey which measures the emerging trends and developments in technology.

In Aesop’s Fable, the owners of a goose which laid a golden egg every day were so anxious to get rich that they killed the goose, thinking that inside there would lie a much richer seam of the metal. Of course there wasn’t, and gold production immediately ceased.