Facebook commissioned Kantar to help us understand the synergistic effect between TV and Facebook on campaigns in the UK.
There was a time when measuring the efficacy of advertising was seemingly straight-forward. Print media, which was mainly newspapers and journals, and often regional rather than nationwide, drove the industry. ‘Measurement’ was pre- and post-testing and paired market tests, and the analysis was reasonably simple, covering just the one medium. This stayed broadly stable until the mid-1800s, and since then the fragmentation of media and introduction of …Read More