The measurement and understanding of consumers' online behaviour has become a major factor in the development of marketing strategies.
By rolling out its Compete service internationally, Kantar Media is bringing innovative solutions to its clients.
Following a season of advertising festivals and prizes, we round up the top five trends that are changing the face of the industry.
1. Branded spaces
Every day a new spot: an advertising industry first. Ikea and its Netherlands agency Lemz Amsterdam screened 365 commercials on the internet. A winning strategy.
Apps for the iPhone and iPad have evolved into media in their own right, adding yet another revolution to the list Steve Jobs built up during his reign at the head of Apple.
Connected TV – or “smart TV”, if you prefer – is no longer on the horizon. It’s on our doorsteps, and in many cases in our homes.
Internet-connected TV: Television systems (typically HDTV) that can display some or more Internet content, such as TVs networked to broadband enabled set-top boxes, media centres, PCs or other consumer devices.