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News •
GLOBAL: Two-thirds (66%) of the world's population, or more than 5.5bn people, are expected to be using mobile devices by 2022, according to a new global forecast.
News •
SAN FRANCISCO: Stung by criticism earlier this year that it wasn't doing enough to combat online extremism, YouTube has now launched software that redirects would-be jihadists to anti-hate videos aimed at debunking extremist narratives.
News •
NEW YORK: Neuroscience can offer a range of powerful insights into creative effectiveness, as shown by an analysis of popular Super Bowl spots conducted by Nielsen Consumer Neuroscience.
News •
SINGAPORE: Exports from New Zealand to Singapore and other Asian markets have risen steadily over the past decade, leading a senior public relations executive to believe it is New Zealand's national brand itself that is driving much of the growth.
News •
SHANGHAI/NEW YORK: WeChat and Weibo dominate the social media landscape in China, but for Becky Li, one of the country's top fashion bloggers and key opinion leaders (KOLs), WeChat is more effective because of its trust factor.
News •
CAMBRIDGE, MA: Brands need to adopt a portfolio approach to the material they post on social media, with a mix of emotional content and product information, to drive both engagement and purchase, an academic has said.
News •
SINGAPORE: Concise and clear collateral design is at the heart of customer experience for financial brands, according to a senior executive at a major Singapore bank.
News •
LONDON: Own-label "copycat" brands are taking business from leading brands by "preying" on shoppers' unconscious decision-making processes in noisy and confusing retail settings, neuroscience research suggests.
Article •
This event report outlines how Diageo, the alcoholic-drinks manufacturer, thinks about purpose-driven marketing.
News •
MUMBAI: A range of broadcasters are expected to bid for the media rights to the India Premier League – the tender process opens today – as competition heats up in the sports viewing category.
News •
NEW YORK: Word-of-mouth marketing on social media remains limited by the wider failings of the digital ecosystem, a paper in the Journal of Advertising Research (JAR) has argued.
Article •
This event report outlines analysis conducted by Nielsen, the research firm, into what drives effectiveness among the top-performing Super Bowl ads.
News •
LONDON/ROTTERDAM: Following an attempted takeover by Kraft earlier this year, Unilever has accelerated its savings program, which has included reviewing the number of advertising assets it produces.
News •
NEW YORK: T Brand Studio, the internal content marketing agency at the New York Times, could assume external media planning and buying for brands, according to a senior executive.
News •
SAN FRANCISCO: Email remains a hugely effective tool to engage, at scale, with consumers in a personalized way, new research shows, with millennials, in particular, far more likely to take action on a relevant email than any other age group.
News •
SYDNEY: The proportion of digital ad inventory classed as invalid has declined on both desktop and mobile over the past year according to new research from IAB Australia.
News •
CANNES: With the rise of programmatic ad buying, the capabilities of marketers targeting an audience of likely buyers have never been greater, but the Ehrenberg-Bass Institute maintains that segmentation, whether for creative or media planning, can ...
News •
NEW YORK: Social platforms Facebook and rival Snapchat are integrating news with their products with significant implications for publishers, as the social network says it will begin testing subscription options in October, according to reports.
News •
NEW YORK: As big brands move more media budget to digital and the upper funnel becomes more measurable, performance agencies are reaping the rewards.
Article •
This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.
Article •
This article, based on BrandZ's 2017 study of Chinese brands, covers how more Chinese brands can achieve international success.
Article •
This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.
News •
LONDON: Brand segmentation efforts should never be compromised by whether the resulting consumer target audience can be easily found in media or media surveys, an industry figure advises.
News •
SYDNEY: With e-commerce giant Amazon set to hit Australian shores, local retailers will need to lift their game to compete or risk losing customers, according to an industry expert.
Article •
This article summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.