Erin Firneno is a published thought leader who advises media companies on important marketing trends and industry dynamics. She has extensive experience conducting strategic research on the value and ...

Marketing executives have spent decades perfecting ways to measure advertising effectiveness. Brand recall studies, aided awareness surveys, and post-campaign research all ask variations of the same ...

Incrementality testing in digital advertising measures the true impact of ad campaigns by comparing the behavior of users exposed to ads versus those who were not. This helps you understand whether ...

Evocative advertising may be perceived as the domain of B2C, but ads aiming for an emotional connection are just as effective for engaging B2B buyers, the data suggests. To dive deeper into the role ...