TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums. Incrementality ...

Marketing executives have spent decades perfecting ways to measure advertising effectiveness. Brand recall studies, aided awareness surveys, and post-campaign research all ask variations of the same ...

Kantar, marketing data and analytics company, has revealed the winners of its annual Creative Effectiveness Awards, showcasing the most effective ads across digital and social, TV, print and outdoor, ...