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New advertising research: Reach is no longer enough

The Interactive Advertising Bureau (IAB) will release research today that shows how consumers are creating their own “personal prime times”— or points of high-level engagement throughout the day across devices and content areas (news, sports, weather).

Adapted from an Interactive Advertising Bureau report; Graphic: Axios Visuals

Why it matters: The study suggests that brands should no longer expect a single, universal moment of greatest engagement from consumers throughout the day and that “traditional reach” metrics falter when they don't take consumer focus and intent into consideration.

  • For example, while majorities of both millennials and baby boomers check social media regularly, the research shows that millennials use social media to “pass the time” and "be entertained" on mobile, while boomers use it to "connect with others" on desktop.
“In the age of ‘big data’ it makes no sense for advertisers to place their focus solely on big numbers, when they can take advantage of insights that can help them pinpoint the right customer, the right way, at the right time."
— Anna Bager, Executive Vice President, Industry Initiatives, IAB
Jonathan Swan 3 hours ago
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Trump's two-front war

Photo: Jabin Botsford / The Washington Post via Getty Images

President Trump is ending the week with a flop — nowhere close to the border wall funding he wanted in the DACA-less spending bill that congressional leaders released last evening. But he's fulfilling one of his most aggressive campaign promises with his anti-China trade action.

The big picture: Trump's expected announcement today of tariffs on Chinese imports is a big deal, and analysts fear it could provoke a trade war — and it comes as Trump has been battling his own party here at home over the government spending bill.

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The worst flu season in eight years

Note: Activity levels are based on outpatient visits in a state compared to the average number of visits that occur during weeks with little or no flu virus circulation; Data: Centers for Disease Control and Prevention; Chart: Chris Canipe/Axios

This year's flu season caught many experts off guard with both its sustained prevalence and its virulence. At its peak, there was a higher level of flu-like illnesses reported than any other year during the past eight years. Watch in the visual as it hits its peak around Week 18.

Why it matters: Public health officials try to capture this data when developing the next year's vaccines. And, of course, they want to find better ways to prevent severe flu seasons. There's a "Strategic Plan" to develop a universal vaccine to protect against a wider range of influenza viruses, Anthony Fauci, director of the National Institute of Allergy and Infectious Diseases, tells Axios.