Research

IPG Media Lab + Forbes Evaluate The Current State of Branded Content

Lab Team
September 23, 2016

Longer Form Branded Content Drives Purchase Consideration Among Millennials Click here to download the full report. According to our new quantitative study, “Storytelling: The Current State of Branded Content,” conducted in […]

IPG Media Lab + Thinknear Release Infographic – Harnessing the Power of Location

September 22, 2016

IPG Media Lab + Twitter Release Beyond Completion Rates: How Social Video Works

Lab Team
August 18, 2016

Click here to download the full report.  IPG Media Lab, the creative technology arm of IPG Mediabrands, partnering with Twitter today announced the results of a quantitative media trial examining […]

IPG Media Lab Presents: Viewability Presentation & Panel – May 2016

Lab Team
July 6, 2016

On May 4, 2016, the research team of IPG Media Lab brought their Viewability Roadshow presentation to the IPG Mediabrands HQ in New York City. Here is the highlight recap […]

Five Must-See Stats From Magna Global’s New Media Economy Report

MAGNA and IPG Lab
March 24, 2016

Click here to read the full report Our sibling agency Magna Global released their latest Media Economy Report. Titled “The New Face of TV,” the report focuses on the rapid ascension […]

IPG Lab + Zefr Release The Power of Relevance: Content, Context, and Emotions

Lab Team
March 16, 2016

The ad industry often uses people’s web behavior data to serve them ads. But, targeting based on demographic data could easily reach the wrong person with the wrong ad. Contextual […]

YuMe and IPG Media Lab Evaluate the Impact of Digital Video Ad Lengths

Lab Team
March 8, 2016

Research Test Ads Provide Insights Regarding What Ad Lengths Work Best Across Device and Location Click here to download the full report. Shifts in the way people consume video content […]

Viewability Report: Putting Science Behind The Standard

Lab Team
February 4, 2016

This research report is a joint effort by IPG Media Lab, Integral Ad Science and Cadreon.   Click here to download the full report. Today, the IPG Media Lab, Integral Ad […]

IPG Media Lab Releases Outlook 2016

Lab Team
February 1, 2016

Check out our brand new 2016 Outlook here. Every year here at the IPG Media Lab, we round up the ideas that excite us: the market trends, new technologies, and […]

Next Gen Advertising: Could Consumer Excitement Make All the Difference?

Lab Team
January 25, 2016

Written by Lena Phalen, Research Analyst at Lab’s Research Department   Right Now, We Have a Problem. These days, consumers are constantly inundated with ads. Trillions of ads are served to […]

IPG Lab + Google Release Deconstructing Branded Content: The Global Guide To What Works

Lab Team
November 9, 2015

Click here to download the report. Branded content, defined in this research as content that lives on its own, produced by and for the brand, as opposed to content produced by someone […]

POV: Apps in the Living Room – Opportunities in Apple’s New TV Platform

October 1, 2015

IPG Media Lab + DIRECTV: Annual Survey Of The American Football Consumer

Lab Team
September 8, 2015

Click here to download our survey report. Live sports broadcasting is arguably the last bastion for live TV viewing. and NFL Football accounts for 1/3 of sports viewing. IPG Media […]

POV: Targeting Tribes Through Tech

Marian Taylor
July 1, 2015

People have always connected over shared interest, forming unique relationships over similar passions. What was once limited to physical proximity has expanded into fan communities online. Constant connectivity has made […]

IPG Lab + Yahoo: Giving Consumers The Personalization They Want

April 3, 2015

IPG Lab Releases SXSW 2015 Trend Recap

Lab Team
March 24, 2015

Download our recap deck here. Every year, the IPG Media Lab attends SXSW in Austin, Texas, to meet promising startups and attend interesting panels in order to monitor developing media […]

IPG Lab Releases 2015 Outlook

Lab Team
February 18, 2015

Check out our brand new 2015 Outlook here. Every year here at the IPG Media Lab, we round up the ideas that animate us: the market forces, new technologies, and consumer […]

Blurred Lines: Creating Content That Works

Lab Team
January 30, 2015

Click to download YouTube Insights here. Finding the best way to communicate with your target consumer is one part art and one part science. As an emphasis on cross-screen viewing […]

CES 2015 Highlights: Market Trend Recap

Lab Team
January 20, 2015

Download and view our CES 2015 Highlights here. CES 2015 may be over, but the innovations showcased two weeks ago in Las Vegas will undoubtedly impact the market in the […]

Watch Now – IPG Media Lab And YuMe Present: Pursuit of Audience Attention

Lab Team
December 4, 2014

We joined forces with YuMe to explore measures of receptivity and attentiveness, to get to the center of how to reach audiences when they’re most receptive and attentive, and to prove […]

Paying with Your Phone: The Present & Future of Mobile Payment

Lab Team
October 23, 2014

Download and read this POV here With the introduction of Apple Pay, mobile payment is poised to hit the mainstream. The general public feels optimistic about its future, too. Survey reveals […]

Attentiveness & Receptivity: The New Frontier In Ad Measurement

Lab Team
September 29, 2014

Download the report here. The Lab teamed up with YuMe to explore a new measurement frontier: Attentiveness & Receptivity. Moving beyond reach & frequency, 10,000+ respondent study examines how to identify […]

POV: How Can Consumers Trust Brands With Personal Information

Richard Yao
September 22, 2014

Download the POV here. You may think of consumer data collection—and the resulting privacy concerns—as “corporate evil-doing”. But really, it’s just a delicate value exchange that most brands have yet to figure out […]

What the Living Room Revolution Means to Brands

Andy Maskin
September 16, 2014

Download the whitepaper “OTT: What The Living Room Revolution Means to Brands” Television has been the core medium for the advertising industry for decades. While other media such as web […]

POV: Stores and Shoppable Media

Lab Team
August 12, 2014

With the proliferation of desktops, laptops, mobiles, tablets, and smart TVs, there are more opportunities for people to shop anywhere and at any time.  But that doesn’t mean brick-and-mortar is […]