Ipsos’ content and research director Gareth Deere explains how digital technology can be used to track traditional media
To inform business decisions about the allocation of budgets to invest on behalf of brands in media and communication, decision makers require facts about their target audiences: where they can be reached and how receptive they are to receiving branded messages.
In order to satisfy this need, for many years firms such as Ipsos have carved out a business providing estimates for audiences by media mapped to demographics, to allow decision makers to plan ahead and determine which vehicles to invest in to achieve their business goals.
The techniques and methodologies deployed c
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