During a survey concluded in September 2024, half of responding marketers working with influencers in the United States included reach/cost per mille (CPM) among their top three measures of success for their influencer marketing programs. Engagement rate and conversions (including sign-ups, downloads, etc.) followed, respectively mentioned by 48 and 46 percent of respondents. According to the same survey, over 60 percent of U.S. marketers planned to increase their influencer marketing budget by at least 25 percent.

The global audience measurement systems market is experiencing robust growth, driven by the increasing demand for precise audience insights across various media platforms. The market, valued at $21.15 billion in 2025, is projected to exhibit a significant Compound Annual Growth Rate (CAGR). While the exact CAGR is not provided, considering the rapid evolution of digital media and the growing need for sophisticated analytics, a conservative estimate would place the CAGR in the range of 8-10% for the forecast period (2025-2033). This growth is fueled by several key factors: the proliferation of streaming services and digital advertising, necessitating advanced measurement tools; the increasing focus on cross-media measurement to gain a holistic view of audience reach and engagement; and the ongoing evolution of data analytics techniques, offering deeper insights into audience behavior. Key segments like digital and streaming measurement systems are expected to show particularly strong growth, outpacing traditional TV measurement systems, albeit remaining a significant portion of the market. The adoption of advanced technologies like AI and machine learning in audience measurement solutions further enhances the market's potential. The competitive landscape is characterized by a mix of established players like Nielsen and Kantar, alongside newer entrants offering specialized solutions. This competitive pressure fosters innovation, leading to more accurate, efficient, and comprehensive measurement systems. Geographic growth is expected to be widespread, with North America and Europe maintaining a significant share due to established digital infrastructure and high advertising spend. However, rapidly developing economies in Asia-Pacific are likely to witness significant growth, fueled by increasing internet penetration and adoption of digital media. The key challenges for the market include data privacy concerns, the fragmentation of the media landscape, and the need for standardized measurement methodologies across different platforms. Addressing these challenges will be crucial for continued market expansion and the development of a more robust and transparent audience measurement ecosystem.

A March 2023 survey, revealed that nearly 72 percent of marketing executives surveyed in the United Arab Emirates measured influencer marketing success through the level of customer engagement. Reach and views was a slightly more common measure of influencer marketing programs than brand awareness amongst the executives. Audience sentiment, on the other hand, was the least common measure of a campaign’s success, but still considered by a third of those surveyed.

Each spreadsheet in the Excel file corresponds to one of the tested episodes and contains minute-by-minute values Twitter volume (raw), TV viewership (raw), and EEG metrics (pre-processed) associated with Attention, Motivation, and Memory, as well as the composite EEG metric (the average of the other three metrics). Ad breaks and missing values are indicated in the Notes field on each spreadsheet. (XLSX)

Humans regularly spend time engaging with screen-based media for a variety of purposes, including education, entertainment, social simulation, and escapism to name a few. How to measure this engagement with screen-based media is a great challenge to those conducting audience work. Previously, the primary choices to measure engagement or immersion in narrative screen-based media have been questionnaire, regular interrupter prompts, or physiological or neurophysiological synchrony. However, each of these methods have some notable downsides. Questionnaires are typically confined to the end of watching a piece of content and so may be biased with a primacy and recency effect, interrupter prompts disrupt the content viewer, possibly breaking any present engagement or immersion, and measuring synchrony requires specialised sensors, limiting scalability. In past work, we developed a research application built on the online platform, Pavlovia using PsychoPy and PsychoJS. This tool, called Trace, relies on the open-source cascaded convolutional neural network face-api.js to detect facial landmarks via a webcam and track movement and expression in real-time, while a participant watches a piece of screen-based media. Moreover, this application is completely anonymous as it only stores landmark coordinates and no audio-visual data of the participant. We have previously demonstrated Trace’s functionality in Levordashka et al. (2023a; 2023b, under review) and Richardson et al. (in prep.). One aspect of Trace that is yet to be explored or validated is the expression detection component, as face-api.js has not been experimentally validated. In the proposed study, we aim to test Trace’s expression detection by using a set of emotion-inducing film clips to elicit target emotions in participants and test Trace’s ability to detect these emotions.

Levordashka, A., Stanton Fraser, D., & Gilchrist, I. D. (2023). Measuring real-time cognitive engagement in remote audiences. Scientific Reports, 13(1), 10516.

Levordashka, A., Richardson, M., Hirst, B., Gilchrist, I. D., & Stanton Fraser, D. (2023). Trace: A research media player measuring real-time audience engagement. UNDER REVIEW

Richardson, M., Carter, F., Levordashka, A., Gilchrist, I. D., & Stanton Fraser, D. (in prep.). Improving digital theatre experience using physiological synchrony.

During a 2022 survey carried out among in-house and agency marketers from Europe, the Middle East, and Africa (EMEA), 68 percent named engagement as one of the metrics they or their clients used to measure digital marketing effectiveness. Audience delivery metrics and business metrics followed, both mentioned by 54 percent of the interviewees.

The global Emotional Analysis Platform market size was valued at USD XXX million in 2023 and is projected to reach USD XXX million by 2033, exhibiting a CAGR of XX% during the forecast period. The market growth is attributed to the increasing adoption of emotional analysis technology in various sectors such as media and entertainment, retail and education, financial services, and healthcare. Additionally, the growing need for real-time feedback and insights into customer emotions, as well as the rise of artificial intelligence (AI) and machine learning (ML) technologies, is contributing to the market growth. The market is segmented based on type into facial analytics, speech analytics, video analytics, and others. The facial analytics segment held the largest market share in 2023 and is expected to continue its dominance during the forecast period. This is attributed to the increasing adoption of facial recognition technology in various applications such as security, law enforcement, and customer service. The video analytics segment is also expected to witness significant growth during the forecast period, owing to the growing adoption of video content analysis for various purposes such as audience engagement measurement, customer behavior analysis, and fraud detection. Geographically, the North American region held the largest market share in 2023 and is expected to maintain its dominance throughout the forecast period. This is due to the early adoption of emotional analysis technology in the region, as well as the presence of a large number of key market players. The Asia Pacific region is expected to witness the fastest growth during the forecast period, owing to the growing adoption of emotional analysis technology in emerging markets such as China and India.

In February 2020, the country with the lowest engagement rate for Instagram influencers was Kazakhstan, with 0.37 percent. In other words, 0.37 percent of Kazakhstan's influencers' audience liked or commented on their posts in the measured period. The second-lowest engagement rate was in Kyrgyzstan at 0.38 percent. In comparison, the country with the highest engagement rate at that time was Finland, at 5.51 percent.

Regression results predicting TV viewership and Twitter volume.

Rachmad, Yoesoep Edhie. 2022. Communication Adaptation Theory. Ancona Adriatico Libri Internazionali, Edizione Speciale 2022. https://doi.org/10.17605/osf.io/svapk

Introduced by Yoesoep Edhie Rachmad in 2022, Communication Adaptation Theory emerged from the necessity to understand how individuals and organizations can adjust their communication in various contexts and situations. In an increasingly global and diverse world, the ability to adapt communication is crucial for building effective and productive relationships. This theory was developed to provide guidance on optimizing interactions through appropriate communication adjustments. Communication Adaptation Theory defines communication adaptation as the process of adjusting communication styles to meet the needs of specific audiences or situations. The core concept of this theory is that effective communication requires flexibility and the ability to understand and respond to different dynamics. The theory emphasizes the importance of being aware of context, culture, and individual preferences in communication to create more meaningful and effective interactions. This theory is based on the phenomenon that many individuals and organizations often face challenges in communicating with diverse audiences. For instance, cultural, language, or social background differences can lead to misunderstandings and conflicts. This phenomenon indicates the need to adjust communication styles to better align with the needs and expectations of different audiences. By understanding and applying communication adaptation, individuals and organizations can enhance the effectiveness of their interactions. The working principles of Communication Adaptation Theory involve several key steps. First, it is important to recognize and understand the characteristics of different audiences or situations. Second, adjust the communication style, including language, tone, and delivery methods, to fit the context and audience needs. Third, provide feedback and receive responses from the audience to continuously adjust and improve communication. The theory also emphasizes the importance of openness, empathy, and cultural awareness in the communication adaptation process. Key indicators of this theory include communication effectiveness, audience satisfaction, and the frequency of misunderstandings. Other indicators include audience engagement, positive responses to communication, and the ability to achieve communication goals. These indicators can be measured through surveys, interviews, and observations in various contexts. These indicators help evaluate the extent to which communication adaptation has successfully improved interaction effectiveness. Operational variables of Communication Adaptation Theory include measuring the level of communication adjustment, interaction quality, and audience satisfaction. These variables can be measured through surveys, self-assessments, and analysis of audience feedback. This data provides insights into how individuals and organizations manage their communication adaptation and how interventions can be designed to enhance communication effectiveness. The theory can be applied in various fields such as Human Resource Management (HRM), Psychology, Education, Social Communication, and Health. In HRM, it helps develop training programs that enhance employees' communication skills in various contexts. In Psychology, it is useful for understanding how communication adaptation affects interpersonal relationships and emotional well-being. In Education, it supports the development of teaching methods that are responsive to diverse student needs. In Social Communication, it guides strategies to improve communication effectiveness in heterogeneous societies. In Health, it helps design communication programs between medical professionals and patients to improve treatment outcomes and satisfaction. The success of applying this theory is determined by several key factors. Support from leaders and an organizational culture that supports communication adaptation is crucial. Additionally, adequate training and resources to develop communication adaptation skills are key factors. Success is also influenced by the ability to utilize feedback and create an environment that supports engagement and cultural awareness in communication. Implementing this theory requires a structured and ongoing approach. The first step is to identify the needs and barriers in communication adaptation and develop appropriate programs. Effective strategies include providing training on communication adaptation techniques, developing policies that support communication flexibility, and creating mechanisms for feedback and evaluation. Continuous evaluation and strategy adjustments based on audience feedback are essential for ensuring long-term success. Challenges in applying this theory include resistance to change, lack of understanding of the importance of communication adaptation, and limited resources to develop and implement communication adaptation programs. However, with strong support from leaders and a supportive organizational culture, along with ongoing education, these challenges can be overcome. Success also depends on the ability to create an environment that supports individual engagement and communication adaptation, and the ability to manage conflicts and obstacles that may arise in the adaptation process. Communication Adaptation Theory emphasizes the importance of the ability to adjust communication in various contexts to achieve optimal effectiveness and engagement. This theory provides a comprehensive framework for understanding and facilitating communication adaptation in various fields. With proper implementation, this theory can help individuals and organizations improve their ability to communicate effectively, better face challenges, and create positive impacts on performance and well-being.   Table of Contents Communication Adaptation Theory By Yoesoep Edhie Rachmad Published by Ancona Adriatico Libri Internazionali, Edizione Speciale 2022 DOI: https://doi.org/10.17605/osf.io/svapk

Chapter 1: Introduction to Communication Adaptation 1.1 The Importance of Communication Adaptation............. 1 1.2 Key Definitions and Basic Concepts............. 15 1.3 Historical Development of Communication Theories............. 29 Chapter 2: The Dynamics of Communication Adaptation 2.1 Understanding Audience Needs and Preferences............. 43 2.2 Contextual Factors in Communication............. 58 2.3 Communication Styles and Their Impact............. 73 Chapter 3: Cultural Influence on Communication 3.1 Cultural Awareness and Sensitivity in Communication............. 87 3.2 Adapting to Multicultural Audiences............. 101 3.3 Case Studies: Cross-Cultural Communication Successes............. 118 Chapter 4: Communication Adaptation in Professional Settings 4.1 Tailoring Communication in the Workplace............. 133 4.2 Leadership Communication and Adaptation............. 149 4.3 Managing Communication in Remote and Global Teams............. 165 Chapter 5: Feedback and Communication Adjustment 5.1 The Role of Feedback in Effective Communication............. 179 5.2 Continuous Improvement in Communication Strategies............. 195 5.3 Measuring Feedback Impact and Communication Effectiveness............. 210 Chapter 6: Psychological Aspects of Communication Adaptation 6.1 Emotional Intelligence and Communication Flexibility............. 224 6.2 Understanding Psychological Barriers to Communication............. 238 6.3 Enhancing Adaptation through Self-Reflection............. 253 Chapter 7: Application of Communication Adaptation in Education 7.1 Teaching Adaptable Communication Skills to Students............. 267 7.2 Classroom Strategies for Diverse Learning Styles............. 282 7.3 Enhancing Teacher-Student Communication............. 297 Chapter 8: Technology and Communication Adaptation 8.1 Adapting Communication in Digital Spaces............. 311 8.2 Virtual Communication: Opportunities and Challenges............. 326 8.3 Leveraging Technology for Communication Flexibility............. 342 Chapter 9: Communication Adaptation in Healthcare 9.1 Effective Communication Between Medical Professionals and Patients............. 357 9.2 Adapting Health Communication for Patient Satisfaction............. 372 9.3 The Role of Empathy in Health Communication............. 389 Chapter 10: Challenges and Future Directions 10.1 Overcoming Barriers to Communication Adaptation............. 403 10.2 Adapting to Changing Communication Landscapes............. 418 10.3 The Future of Communication Adaptation Theory............. 432

Appendices • Appendix A: Communication Adaptation Tools and Techniques............. 455 • Appendix B: Sample Feedback Forms for Communication Evaluation............. 470 • Appendix C: Resources for Cultural Sensitivity Training............. 488

References ............................................................ 512 Index ................................................................... 536 Acknowledgments ........................................... 560   AUTHOR PROFILE In 2016, the author earned the title of Doctor of Humanity, hold a Ph.D. in Information Technology and a DBA in General Management. Since 2016, the author has been teaching at international universities in Malaysia, Singapore, Thailand, and the USA. In 1999, the author founded the Education Training Centre (ETC), an organization dedicated to providing educational services and social support for the underprivileged. This organization offers shelter homes for children in need of a safe place to live and drop-in schools for those who need to continue their education. The ETC is also involved in research aimed at advancing science, which led to the author

In recent years, the Sports Marketing Intelligence Tools market has emerged as a pivotal area of focus for businesses aiming to harness data-driven insights to enhance their marketing strategies. These tools are designed to analyze audience behaviors, track engagement metrics, and measure the effectiveness of market

Drawing on Bourdieu’s field theory, this study investigated how the quality and reputation of news outlets were related to their social media capital. Social media capital is conceptualized as the resources that news organizations can generate via social media efforts, and measured by examining each outlet’s audience size and engagement metrics on Twitter. To triangulate findings, we used social media metrics extracted from (1) the entire population of Twitter users, as well as (2) a representative sample of U.S. Twitter users whose demographics were identified through a survey. Our results suggest that journalistic reputation is a reliable predictor of a news outlet’s social media capital. News site quality, however, was not significantly associated with social media metrics. In fact, the quality of news sites was at times related negatively to social media capital, such that, controlling for other factors, news from low-quality sites received more retweets than news from high-quality sites. This pattern was especially pronounced among politically conservative users.