Author Archives: Belinda Barker

Four trends that are changing the face of media research

Google ChromecastOh, it all used to be so simple then!  Life was so easy when audience measurement was just about counting eyeballs in the world’s living rooms. But it feels like that was another world completely.  With consumers now devouring content across multiple screens, the challenge of demonstrating who’s watching what, and what those connections are worth to advertisers, is significantly more complex.

In the same way that media owners have diversified to provide cross-platform viewing opportunities, and individuals and brands have become media owners in their own right, so providers of media research are breaking new ground in measuring what really matters to advertisers and media agencies.

The latest in new thinking and techniques in media research was what was on the agenda of a symposium I participated in last week, hosted by inTV*, a group of major international TV channels working together to promote the benefits of international television to the advertising industry.  There was an impressive array of heavy hitters from the media research sector talking at the event and I thought it would be useful to share their thinking about the four key trends that they believe are changing the face of media research. Read more on Four trends that are changing the face of media research…

Where and how do consumers really talk about brands and what impact does it have?

Talk about the latest buzz phrase, ‘earned media’, and typically one of the first things marketers think about is social media and its ability to make brand messages go viral. Social media is a growing and important channel for brands to create Word of Mouth, but does it offer brands the biggest opportunities for harnessing consumer power? Whether we’re sitting watching TV ‘en famille’, chatting in the school playground or talking around the water cooler, if there’s a great (or terrible!) new TV advertising campaign (David Beckham for H&M, anyone?), then this can also stimulate a hearty debate about the merits of the campaign or the product it’s advertising.

Read more on Where and how do consumers really talk about brands and what impact does it have?…

Five Things You Need to know about the future of digital communications

Publishers have had to stay one step ahead of the digital curve. Here are the top five lessons that offer marketers a snapshot of thinking that will help them to shape their marketing, now and in the future