Online technologies are creating a seismic shift in ad effectiveness research and spurring it towards an inferential approach.
Category: Thought Leadership
There is a lot of excitement around social networks and the ability to understand and target consumers with an unparalleled degree of accuracy.
Although Social TV is barely four years old, television program selection may be in danger of becoming predictable and unimaginative.
While live TV still represents the bulk of video viewing, on-demand, online viewing has made a significant dent.
At UM we’re constantly curious about how messages spread among people. It’s what lies at the core of our strategic thinking. One of the most well documented models for this is Influencer Marketing – where we target the core audience by focusing on a small number of key individuals rather than the audience as a whole.
Social TV is poised to become one of the most important global forces in advertising over the next 10 years.
In today’s pop culture canon, the character who most embodies curiosity is the sleuth Sherlock Holmes. It seems there’s been a Sherlock revival of late, including a series of films and the US show Elementary.
If you were to ask any major global brand what their top priority markets would be for the next few years, you’d be hard pressed to find a short list that didn’t include China.
Two academic papers have recently been published that foretell the imminent implosion of Facebook.
Is the dream of having endless data turning into a nightmare for marketers? And to ask another question: Is there even any proof that Big Data improves or will improve brand management, advertising or business performance?
