Media planning: New media, new technologies

 

Marketers often rush into new media campaigns without sufficient planning, while clients mistakenly believe that online campaigns are ‘free’. The ten key mistakes that lead to new media campaign failu ...

Nick Drew from Microsoft Advertising discusses a series of research studies by the company that explores the added value of combining search and display elements in an integrated online campaign. Each ...

Agent-based modelling is essential to measure advertising effects in today's environment of fragmented media channels, interactive and social media. Traditional causal models will not work with intera

Digital technology is breaking old models of new product adoption. Successful formats create platforms where other formats co-exist, and which develop like ecosystems. Adoption is thus no longer linea ...

The UK media landscape has changed substantially over the last 20 years, from the rise of digital television to the worldwide web, mobile phones, social networking, personal video recorders, search ad ...

This article reports an ANA survey among business-to-business companies on attitudes to new media. More than half plan to increase their expenditure on new media, and there is consensus on the increas ...

This article reviews the 2006 IPA Awards from a media perspective. Two types of entry are shown: the first selects media to optimise the distribution of the message, placing the brand/service message ...

We live today in a Starbucks media world, where range of choice has exploded to decaf tall skinny soy latte proportions. In this environment, we need to be able to clearly establish priorities of mark ...

Karen Enver, planning director at Lida, analyses the success of digital devices and the trend towards convergence - but, she explains, change is rarely wholesale; it tends to be evolutionary and gradu ...

In this review of new technology and changing consumer behaviour, Nigel Sheldon, director of digital at Starcom Digital, argues that digital convergence is not necessarily inevitable, and will depend ...

A round-table discussion between participants from IBM, Unilever and Pfizer. The discussion covers: how to effectively use new technology (such as iPods, broadband or cell phones, etc.) for marketing ...

For at least the last decade, we have been promised a future dramatically different from the staid, regulated world in which 80% of any firm’s marketing communications budget was spent on advertising ...

Traditional tracking research, in which informants are asked whether they have seen advertising recently on TV, in the press, on posters etc., cannot cope with the proliferation of new media. Millward ...

In early 2000, the author, an executive from Kraft Foods, looks at the challenges and opportunities for advertisers facing a 'media and consumer revolution' in the USA. She identifies a number of iss ...

Argues that there is still a gap between the new media, as driven by the new technology, and how consumers will respond to them. There is little understanding of how people value, consume and interact ...