Consumer Behavior Archives

Amidst 500% Growth in Demand for CTV Measurement Upwave Announces Enhanced CTV Measurement Suite

Ad Measurement, Consumer Behavior, Product Update / By Chris Kelly

Upwave recently launched an enhanced suite of Connected Television (CTV) measurement capabilities. The two cornerstones of the enhancements are a new Targeting Verification technology and expanded scale of the Upwave Digital Network. These additions complement Upwave’s industry-leading Brand Outcome cross-channel measurement, which analyzes the precise brand impact of advertising campaigns. Targeting Verification Targeting Verification allows …

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How We Ask About Gender Matters

Consumer Behavior, Market Research, Public Opinion / By Ken Archer

Survey research relies on the U.S. Census Bureau for sample weighting. Currently, the U.S. Census Bureau only uses binary male and female gender options. To combat this, Upwave and its customers have partnered with Queer the Census to advocate for an inclusive gender identity question in the Census to better-reflect the needs of trans and …

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Why Is Digital Advertising Socially Important?

Ad Measurement, Branding, Consumer Behavior / By George London

Upwave Director of Engineering George London is participating in important collaborations within the World Wide Web Consortium (W3C) Web Advertising Business Group with the aim of protecting consumer privacy in browser-based advertising. In addition to his technical insights, George contributed the following noteworthy section to a paper the group is drafting. The section is titled …

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TV Viewership in the Time of COVID-19

Consumer Behavior, COVID-19, Market Research / By Upwave

There is no doubt we have entered a period of major disruption. As COVID-19 continues to sweep the United States, with increased consumer anxiety and unemployment, and with consumers home-bound, it can feel impossible for brands to get an accurate measure of what the “new normal” looks like. This is especially true with TV advertising. …

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Insights Summary: Nike + Colin Kaepernick

Consumer Behavior, Market Research, Public Opinion / By Ally Buzzanga

Upwave conducted a study to determine consumer sentiment towards the Nike ad featuring Colin Kaepernick the week it aired. Metrics such as brand favorability, and purchase/viewing intent were included for both Nike and the NFL. Summary The sample was nationally representative of the US population on age and gender. Over one-third of respondents (35%) chose …

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The Global Conscious Consumer with Jascha Kaykas-Wolff, CMO of Mozilla

Consumer Behavior, Market Research, Public Opinion, Thought Leadership / By Ally Buzzanga

Brand Knew is a new podcast featuring interviews with marketing leaders of major national brands. Hosted by Austin Moorhead, the podcast will dive into how consumers are changing and what brand leaders are doing about it. Upwave is proud to be the sponsor – check out their fourth episode below with Mozilla CMO, Jascha …

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Upwave ‘Tech Trust Index’ Finds Tech Brands Consumers Trust Most with Their Data

Ad Measurement, Consumer Behavior, Market Research, News, Public Opinion / By Ally Buzzanga

Amazon takes top spot by wide margin, but technology least-trusted sector

Leaning Towards the Customer w/ Ryan Green, Chief Marketing Officer of Southwest Airlines

Consumer Behavior, News, Thought Leadership / By Ally Buzzanga

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Upwave Study Uncovers Most Memorable Brand Advertising Slogans

Ad Measurement, Consumer Behavior, News, Public Opinion / By Ally Buzzanga

KFC “Finger-lickin’ good” edges Kay Jewelers “Every kiss begins with Kay” for top spot

The Past and Future of Ride-Sharing w/ Melissa Waters, VP of Marketing at Lyft

Ad Measurement, Consumer Behavior, Public Opinion / By Ally Buzzanga

Brand Knew is a new bi-monthly podcast featuring interviews with marketing leaders of major national brands. Hosted by Austin Moorhead, the podcast will dive into how consumers are changing and what brand leaders are doing about it. Upwave is proud to be the initial sponsor – check out their second episode below and be sure …

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Consumer Behavior