The industry has established many notions about media usage which seem rational, but studies show that consumer media usage habits are as surprising as the gadgets that drive their behavior.
Consumers’ media usage is evolving as quickly as the technology driving the change. Rather than simply moving away from traditional media to new and innovative options, [...]
The days of identifying a target audience by age and sex are long gone. Nowadays, we usually identify target consumers by their behavior—what they buy, what they don’t buy and what lifestyle factors influence their need or desire for a product.
Meanwhile, media has also changed. While TV remains enormously valuable to brand communications, it is [...]
As consumer magazines continue to struggle with declining ad spending, publishers are finding new ways to bring content to readers across different devices so they can create a two way connection with readers. Some recent headlines showcase this evolution in devices that will be available to advertisers in 2010.
E-Readers Extend Functionality
2009 marks the year of [...]
The word “invade” may be a bit strong, but grocery stores are seeing a new type of consumer in their aisles. The proportion of male principal shoppers has significantly increased since 1996 by 21.6 percent. As of 2009, men now account for 30.4 percent of all principal shoppers (i.e. the primary person who shops for [...]
In these challenging times, when every marketing expenditure must be justified, more advertisers are turning to Marketing Mix Modeling (MMM) to determine the effectiveness of their marketing plans. Empower MediaMarketing has worked with a number of clients and modeling companies over the years and helps clients through these projects.
MMM uses advanced statistical techniques to compare [...]
