Just 5% of those aged 55-64s feel advertising represents their experience of parenthood versus 45% of 16-34s.
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The findings also reveal that integrating cinema into campaigns helps to deliver greater impacts on brand KPI performance compared to any other AV channel.
Ad consideration was 152% higher among readers with a close relationship to the publisher.
57% agreed that in an increasingly data-driven world, marketing without data shouldn’t be considered as marketing.
The study also highlights the importance of accurate targeting as viewers with the highest income bracket are generally far more emotionally engaged with ads.
The IPA has released its TouchPoints 2017 data today, highlighting how the GB population spends their daily lives and how their use of communications channels and device fits into this.
Kollman, who was most recently global head of insights at SABMiller, where she oversaw a team of 140, will play a key external-facing role working with Kantar’s global clients.
The media research sector is set for an interesting future, finds Ellen Hammett.
Data is invaluable to advertisers – but are we in danger of having too much? ZenithOptimedia’s Richard Shotton and Richard Clay use new research to find out.
With the National Readership Survey under review, questions about the nature of joint industry research remain. Could media owners choose to go it alone, asks Research the Media’s Richard Marks.