Category Archives: Article/Report Summary

Advertising to Generation Z

Generation Z, who have grown up with a smartphone in their hand, is now on the cusp of adulthood. Technology is an essential tool that has blended seamlessly into their lives from the start. The digital world is all they have ever known. Brands need to adapt quickly to the values and attitudes of this generation if they expect to keep pace and remain relevant to this audience.

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Always-On Marketing Study

razorfishstudyPOST SUMMARYRazorfish defines Always-On Marketing as data-driven, content-led experiences, delivered across channels and devices in real time.  Very few businesses are equipped to compete in real time, and most struggle with the most basic technology and marketing programs.  What’s driving the need to become an Always-On marketer? The pace of change and intensity of disruption is accelerating, fueled by an increase in socially connected people who are today’s mainstream. These consumers access brands multiple times per day — and spend more time online, on more devices and in more locations than ever before. Continue reading

Comscore: Multiplatform world, but desktops still biggest piece

screenshot_517Desktop audiences and time have been complemented, rather than replaced by mobile devices.  Desktop still offers large (albeit more focused) demographics and for particular types of content, it is still the platform for scale. Reach and frequency management for advertisers needs to account for multi-platform usage.

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Comscore on Mobile

screenshot_481More time is being spent on smartphone apps, but most of that time is concentrated in the highest engagement apps owned by a few of the largest internet companies.  The smartphone app now accounts for half of digital media time spent and is still growing strongly, but not at the rate it once was. And large internet companies command the majority of app time, so it can be a challenging market for lesser-known brands. Continue reading