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Key reading

Digital age

How to build long-term brand success in the digital age

Les Binet and Peter Field at how the use of digital channels of various kinds should be assessed. This paper builds on their previous IPA report, which found that emotional priming builds more profitable long-term effects and rational messaging is best for generating short-term sales.

How to maximise ROI in digital marketing

This paper provides a best practice guide to boosting the return on investment of digital marketing.

Planning for digital media

What is digital media planning and how can marketers develop a successful digital campaign?
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A field guide to digital metrics

Stephen Rappaport's lessons learned from 197 digital metrics, 150 studies and 12 essays.

Warc adspend database: Digital

This tool allows you to build your own adspend datasets for individual channels, including digital media.


Latest case studies

Tigerair: Infrequent flyers

This case study describes how Tigerair, a budget airline in Australia, created an 'Infrequent Flyers Club' to popularise domestic budget air travel, overcome its poor reputation and increase revenue.

Southeastern: #SEhiddengems - online summer sale

This case study describes how Southeastern, a rail operator in the United Kingdom, launched a campaign to promote off-peak travel.

BeHEARD: Rare Genomics Institute – BeHEARD competition

This case study describes how the Rare Genomics Institute (RG), an international non-profit organisation, set up BeHEARD, a global science competition, to help rare disease patients find hope for a cure.

Omron: Donate your voice to help someone see

This case study describes how Omron, a market-leader in home healthcare in India, launched a corporate social responsibility campaign to encourage people to donate time to help the blind and improve Omron's brand affinity.

Latest articles

YouTube and TV Everywhere: What brands need to consider in MENA

This event report describes how brands can most effectively use YouTube in the Middle East and North Africa (MENA).

Targeting doesn't interest Mars marketing chief

This event report details how Mars, the food group, is attempting to reach consumers with impactful marketing messages.

Game on: the potential of gaming as an advertising medium

This article discusses findings to the question of what makes gaming so engaging, and does it hold potential as an advertising medium.

Original digital video consumer study

This report details a study by the IAB and GfK to track consumer attitudes, awareness and usage of Original Digital Video (ODV), defined as original, professionally produced digital video content.

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