More Features articles

Several obstacles stand in the way of mobile television services becoming highly successful. However, argues Tim Barber from Continental Research, some of these hurdles can be overcome, giving greater user experience and leading to a growth in take-up.The ability to watch selected TV services via mobile phone has been around for over two years, and… Continue reading Barriers Block Mobile TV Take-Up

Chris Goldson, sponsorship & promotions director at Virgin Radio, discusses radio’s ability to deliver irresistible advertising content, giving real results for advertisers and a compelling listening experience.There’s a real buzz around radio at the moment and Virgin Radio and the rest of the commercial sector is riding on the crest of a new wave of… Continue reading Advertising Makes For Better Radio

Suzanne Moorey-Denham, managing director, Dynamic Logic Europe, examines recent research from the company, which shows new ways of gaining the most effective impact from online advertising…Recent research based on Dynamic Logic’s MarketNormsÂŽ database, shows that limiting the number of times an online ad is served to a particular person (or technically their browser cookie), and… Continue reading Frequency Capping

Jackie McGarry, head of research at Pearl & Dean, looks at the strength and effectiveness of cinema advertising in encouraging word of mouth recommendations on brands and products…As consumers we all know that if we have a good experience of a brand or company we will usually be happy to recommend that same product or… Continue reading How Cinema Advertising Converts To Word Of Mouth Endorsement

Andy Pang, marketing and research manager at Clear Channel Outdoor UK, reports on the latest thinking in media research and explains how multiple touchpoints and greater frequency are methods advertisers should employ to ‘hardwire’ messages to today’s consumers…Clear Channel Outdoor recently hosted its inaugural seminar dedicated to outdoor research, where agencies and clients gathered to… Continue reading Outdoor Advertising Effectiveness

Maureen Duffy, CEO of the Newspaper Marketing Agency, explains how research among 6,000 consumers shows that a step change is needed in newspaper financial services advertising…People’s finances are deeply bound up with their security, their lifestyles, their hopes and their dreams for the future.Financial issues have a huge emotional resonance for most people, something that… Continue reading Newspaper Ads – Time For Change?

Alex Burmaster, European internet analyst, Nielsen Online, examines the television over the internet phenomenon, and looks at who’s winning the battle for viewers.There has been much activity from the major media players in the quest for the TV-over-internet grail, as well as much speculation as to what degree people will actually watch TV over the… Continue reading Is TV On-demand In Demand?

Phil Cutts, director of marketing, PPA Marketing, looks at how magazines form a key part in stimulating consumers’ online behaviour, as the importance of online search and purchase grows.In a fast-changing and increasingly volatile media environment, it is no longer enough to just develop multi-media campaigns. Advertisers and agencies need to understand exactly how the… Continue reading Magazines Dominate Online Search And Purchase

Alex North, head of commercial operations UK, AGB Nielsen Media Research, examines the state of the TV industry ahead of MediaTel Group’s ‘Future of Television’ seminar, looking at the myriad of issues that may arise during the debate…Next week sees a defining moment for the UK television market. On October 17 Whitehaven in Cumbria will… Continue reading An Interesting Time For Television

IAB marketing manager, Amy Kean, examines the company’s latest engagement study, and discusses whether marketers are investing enough in their online campaigns…As the online industry grows, it’s inevitable that the way we measure campaigns should also mature. The age-old tried and tested methods may no longer apply, and at the IAB every day we’re further… Continue reading Helping FMCG Advertisers Find Out What Engagement Really Means