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News

WASHINGTON DC: Celebrities and other influencers who post content on Instagram have been warned by US regulators that they must fully reveal their relationship when they promote products on behalf of brands.

Article

This paper explores how to create successful branded content, using the example of multinational retailer Wal-Mart which created branded entertainment films for its sponsorship of the Academy Awards in the United States.

News

NEW YORK: Marketers are paying more attention to GIFs, those short looped videos that have become prevalent on social media, and are trying to work out how best to use them for brand communications.

Article

This event report outlines how Carnival Corporation, the cruise-line company, has moved into the TV production space to promote its brands.

Article

This event report addresses how DICK'S Sporting Goods, the retailer, has tapped long-form storytelling to break through the media clutter.

Article

This article aims to lay down firm, comprehensive advice to brands attempting content marketing, arguing that it allows communicators to break rules and step out of comfort zones, but that creators should not stray from the fact that consumers will always choose to experience great content.

Article

This article outlines how to stand out from the crowd when it comes to the popular area of content marketing.

Article

This article argues that new measurement strategies must be pursued in order to compare content marketing with other channels.

Article

This piece explores how brands can adapt traditional Tet (Vietnamese Lunar New Year) traditions into modern life to build brand goodwill in Vietnam during the holiday season.

Article

This piece provides three 'real world' tips for brands to create relevant content marketing strategies that engage consumers both online and offline.

Research Paper

This article identifies the impact of second screening on US TV programming and advertising and how advertisers can best benefit from this trend.

Research Paper

This investigation builds on previous research streams to introduce a new concept – programme–ad congruence – into advertising research.

Research Paper

This research examines the effectiveness of the European ‘PP’ symbol, recently introduced as a warning of product placement in locally produced television programmes.

Research Paper

Fictional brands are brands that exist only in the world of fiction and not the real physical world. Reverse product placement consists of transforming these fictional brands into products and services in the real physical world.

Article

This presentation addresses how brands can build research communities through social media. It looks at what works and what doesn’t, and provides case studies into how social media communities are currently being used to move beyond buzz towards deeper insights for brands, products and communication.

Article

Brands have spent a long time aiming to be invited into consumers' lives by providing them with 'branded entertainment' and the challenge to amuse or stimulate grows as the contest for share of attention span grows more fierce in a cross-screen world.

Article

What actually constitutes branded entertainment is diverse and for this reason, as a discipline, it can seem very difficult to evaluate.

Article

Young Asian audiences have more cash than ever before and are spending more of it on entertainment and media.

Article

There is no doubt that brands have to work harder to engage with increasingly sophisticated audiences, but how do you measure success? E! Entertainment channel, Tilda rice and the English Beef and Lamb Executive have all eschewed the traditional advertising in favour of creating engaging content.

Article

Branded content on TV has seen a spectacular rise in China, with rich companies vying for programming opportunities.

Article

This briefing offers an overview of the history, theories and key trends related to Branded content. It summarises, briefly, the development of the genre and highlights some core issues for marketers utilising branded content strategies.

Article

Woody Allen is reputed to have said, “Eighty percent of success is showing up.” Unfortunately this cannot be taken for granted in the world of branded content, even though many brands pay for the privilege of showing up in movies, TV programs and video games.

Article

This article discusses advertising on mobile phones through the provision of video content. The prospect of forming engaging relationships with a young market that is hard to reach by other means is attractive to marketers, but the medium is increasingly complex, and there are dangers: for example, it is easy to become too intrusive, or simply transferring TV content and styles of commercial, which will not work.

Article

As audiences increasingly find it easy to avoid commercials, advertisers are making more use of branded entertainment.

Research Paper

ABC in partnership with OMD conducted research to understand the advertising impact of a product integration during the American Music Awards (AMAs) telecast on November 14, 2004.