Idil Miriam Cakim

It’s not quite Father’s Day yet – so why the old throwback photo? Today Ipsos North America published my latest paper, which starts with a lesson from my Dad: When you have a big question about what’s going on in the world around you, remember to “follow the money”. Meaning, follow the trail of money and it will eventually lead you back to why the decision was made. It’s super advice, which I see not taken time and time again working in the world of advertising. Lots of people following their guts, the ego in the room, or the click data to make decisions on which ads to pursue & invest in. Recently there’s been a lot of discussion here on LinkedIn about the value of advertising research. It’s been driven by a few very loud industry voices who likely have not spent any time looking at advertising research methods in the last decade and spout off their perspectives with little to no data or evidence to back it up. I’m not a professor or a best selling author, but I have lived and breathed advertising research for nearly 17 years now. I have been involved first hand in the 3rd party validations of our work to business results. And I’m here to tell you that in a world where everything feels complex, unmeasurable, and unreliable – our research with the real humans that experience your advertising – has huge returns on research investment. Insights leads, Marketers, and Creatives can obtain larger budgets and influence if we follow the money by: 1. At a bare minimum, using research to ensure you're not airing poor ads 2. Getting to stronger creative with less time and investment through early stage research 3. Fostering an environment of continuous learning & improvement I hope you’ll take 5 minutes to have a read and let me know your thoughts! https://lnkd.in/gnfJe2Bi Special thanks to Pedr Howard for all the math help & ideas, to Dave Walker for making sure I didn't say anything inaccurate about his amazing work, and to Adam Sheridan, Shaun Dix and the rest of the Ipsos team that ensures we have products that make a difference for our clients. #advertising #advertisingresearch #ROI

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Measuring what is being tuned is pretty straightforward. The trick is determining WHO is viewing. Nielsen's panels allow us to determine who is front of the screen and provide metrics like co-viewing. What is co-viewing? It’s when multiple people watch TV together, and it’s a game-changer for building effective campaigns. Let's discuss how to leverage these key data points. Comment below or DM me. @Nielsen’s new article has the details: https://bit.ly/4dp8olL Gracenote #TV #OTT #CTV #streaming #advertising #marketing #coviewing

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Revisit our foresight webinar exploring how Americans spend their time off the clock, where leisure will go in the years to come, and opportunities for brands. <https://lnkd.in/eqzfCmmj

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I wrote a guest blog post for Motionworks AI Inc. which follows on from the great piece by Kym Frank touching upon the potential unintended consequences of a wholesale adoption of Media Rating Council's #ooh standards. In my piece here I touch upon the potential detrimental effect on effectiveness for the medium in moving to an impression based sale, which would be particularly galling at a time where great work is being done to better represent the medium and its effectiveness within MMM and econometric models. You can read the blog post here. #ooh #dooh #effectiveness #media #advertising #econometrics #mixedmediamodelling https://lnkd.in/eTz7z4-3

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