New York, NY – The future in advertising is pointing in one direction: digital. To help marketers and advertisers better understand this medium and how it is changing the way consumers interact with brands, Ipsos ASI has launched a new global practice to help point marketers in the right direction.
The U.S. branch of the new global Ipsos ASI Digital practice is the first to be launched and will be led by Jim Forrest. Forrest was previously Senior Vice President – Digital Space with the Ipsos Open Thinking Exchange, Ipsos’ global innovation center. He has now joined Ipsos ASI, the advertising research specialty at Ipsos.
"The digital age is rapidly transforming the consumer experience and will continue to challenge the way advertisers and marketers measure the impact of advertising and brand communications," says Alex Gronberger, CEO with Ipsos ASI. "To help clients better understand that challenge, we created Ipsos ASI Digital. By doing so, we have an opportunity to help advertisers drive success in a fast-paced, rapidly evolving new world of brand and advertising development. And with Jim’s leadership and focus on innovation, we expect the team to deliver exceptional insights."
Over a 15+ year career, Jim Forrest has worked closely with innovative consumer and media brands helping them identify emerging trends and measure marketing activities responding to those trends. He joined OTX in 2008, focusing on growing the company's cross-media pre-testing system and to develop a cutting edge digital in-market tracking system. In addition to his business experience, Forrest holds a Ph.D. in Social and Personality Psychology.
“The primary objective for having a dedicated team with a dedicated focus is to empower our clients through a comprehensive suite of cutting edge measurement tools, leading edge thinking about what makes effective brand communication, and the significant resources and collective knowledge available across Ipsos,” says Forrest.
To answer clients’ key business questions around their emerging media activities, the practice utilizes a variety of leading edge tools such as qualitative social spaces, social listening tools, non-linear automated surveys, and passive measurement technologies, along with traditional survey methodologies.
A recent example of the work conducted by this practice is a new application of the in-market digital tracking system – Brand Graph Digital. The system has recently been used by marketers to conduct in-market “checks” of their TV advertising prior to airing. Because of the extremely powerful sampling engine used to source survey respondents exposed to a digital campaign, the in-market test requires just a limited online video buy. The video ads are measured on performance of key brand metrics such as campaign and other key measures, all of it prior to the ads airing on TV.
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