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Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Article

This article outlines how electric vehicle brands such as Nissan and Toyota are raising the game in automotive advertising, using new technologies and innovative approaches.

Opinion

You know that situation where you find yourself in the same meeting with someone you've met several times, but find it too embarrassing to ask their name at this late stage? For many marketers, digital is that person.

News

GLOBAL: Advertisers are generally failing to lead on key media decisions, a new survey claims, while agencies are failing to provide them with strategic support in key areas.

Article

In this webinar, Les Binet explains how marketing effectiveness works in the digital age, a topic covered in the Warc Toolkit 2017 of marketing trends.

Article

This report summarises the tips given by judges of the 2016 Warc Media Awards, who were speaking at an event announcing the winners.

Article

This article provides marketers with information and guidance about combining TV and digital media strategies.

News

GLOBAL: LEGO, Knorr and Churchill Insurance have scooped golds in the Effective Channel Integration category in the Warc Media Awards, Warc's case study competition that recognises communications planning that has made a positive impact on business ...

Opinion

Each year we at Carat write a trends presentation, looking at the themes we expect to become more prevalent and mainstream in the year to come.  You can find this year's presentation here, and listen to a webinar on the key trends for 2017 on 11 th January.

Article

This article explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

Article

This article sets out ten steps marketers should take to achieve success when implementing cross-channel attribution in order to gain better understanding of media impacts across all channels.

Article

This article examines the relationship between TV and digital in terms of how brands can best optimise their reach when allocating budget across the most efficient media partners.

Article

This article takes a look at the development of social media - from innovative and experimental to mainstream and established - and asks whether it has delivered on its promise.

Article

This article looks at how a US study points the way for marketers to learn to balance spend to optimise impact and sales by having the right mix of paid advertising and owned-platform interaction.

Research Paper

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.

Research Paper

The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables.

Article

This article argues that strategists must embrace an empirical, objective, and advisory role as technology provides greater insights and marketing capabilities..

Article

This research from busts five myths about how Hong Kong consumes video content based on data from both local and international video platforms, with a particular focus on the changing balance between television, OTT and digital video opportunities.

Article

This article explores the 4 key elements to delivering relevant advertising in the right context and at the right time.

Article

This article relates an interview with IKEA's director for media (US), Alia Kemet, who rejects the idea of siloing media in favour of a total space for consumer engagement.

Research Paper

This paper argues that the adoption of in-market measurement techniques, as exemplified by Delta Air Lines, is essential in order for brands to keep pace with a rapidly evolving marketing environment.

Research Paper

This article questions the use of outdated targets when buying TV, showing how linear TV is beginning to exploit the proliferation of data.

Research Paper

This article relates the findings of a MarketShare big data simulation to create a complete simulated world in which it was clear how advertising influenced purchase decisions, and then to run various attribution approaches to see how close these approaches came to actually measuring the real influence of ads.

Article

This article provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.

Article

This article explores how despite the hype around digital advertising, 'traditional' channels remain the primary way that consumers discover brands.