For so many things, we live in an either-or world. When it comes to pets, we’re either dog or cat people.

The Super Bowl is the most-watched show on TV, year in and year out. Nothing else can even come close.

Facebook correctly predicted the next big area of ad growth was mobile. Now, it's setting its sights to the next frontier: video — which means YouTube may have to make space.

I don’t need to see any of the other competing Super Bowl commercials to know which one is most effective.  Ford’s 90-second spot is dominant in part because of its length and in part because of what Ford does with the time. 

Digital remains the driver behind most of the gains being seen in the media economy. That includes the 6.8 percent growth during 2016.

Eicoff is proud to again host seventh and eight grade students from SPARK for an in office mentorship program.

Boarding the plane to the 2017 Consumer Electronics Show, we couldn’t help but wonder: What will this year’s big theme be?

Neuromarketing research helps marketers better understand consumers’ non-conscious responses to ads.

The healthcare sector has always lagged behind other sectors, especially when it comes to consumer centricity

Telling a story is not easy.  Telling a story in 120 seconds is even more difficult.

Addressable TV continues to heat up as a topic. It’s exceptional media, but continues to be a small fraction of TV by spend.

Remember “The Year of Mobile”?  Every year from 2006 all the way to 2016 was proclaimed the year of mobile,

Addressable TV significantly expanded in 2016, both in terms of ad spend and the total size of the addressable market.

While the Eicoff agency is best-known for direct response TV, its client base also includes more general advertisers that use standard reach and frequency metrics to evaluate television ROI.