Media Trials

The Power of Connecting with What’s Happening

By Taylor Ward, Research Manager, Twitter and Kara Manatt, SVP Group Director, Magna Intelligence.   Download the full report   For as long as mass media has existed, brands have had a seat at the table during major cultural moments. As viewers, we’ve come to expect to see our favourite sporting events and concerts brought …

Media Trials

IPG Units Find ‘HVAs’ Work Better Than Conventional Targeting, Rival Contextual’s Premiums

By JOE MANDESE.  Published by MEDIA POST on 8 April 2020.   “HVAs,” an increasingly popular new acronym being used by marketers and agencies to describe methods of targeting only “high value audiences” via various identity-based data schemes, appears to perform better than conventional methods of targeting media audiences, especially Madison Avenue’s stock-in-trade: the demographic. …