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Article

This article provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Research Paper

This paper analyses the concept of ‘Relevant Reach’, defined as the ability for advertisers to use data from online marketing capabilities to reach the highest potential pool ofbuyers.

News

AUSTIN, TX: Reckitt Benckiser (RB), the FMCG manufacturer, has identified an online strategy which helps it find the right balance between achieving mass reach and granular targeting on platforms like Facebook.

Article

This event report outlines how Reckitt Benckiser (RB), the FMCG group, has found the right balance between online reach and granular targeting on platforms such as Facebook.

Opinion

Understanding how effectiveness works in the digital age has become the mission of modern marketers. We cover this in detail in our Toolkit 2017 of Marketing Trends, which includes a whole chapter on the subject.

Article

This article explores the current writing and thinking on the effectiveness of radio, a medium with inherent persuasive strengths and a track record of strong RoI.

Article

This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.

Research Paper

Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.

Article

This webinar shares new learnings from successful cross-platform campaigns by ESPN and discusses the growing role that mobile plays in advertising.

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 explores how brands are returning to TV once more, which remains a prime way to acquire customers, but the strategies that allow marketers to maximise reach are changing.

Research Paper

Digital video is growing rapidly, offering new opportunities and formats for television advertising. One of these new formats is "limited-interruption" advertising, in which each midroll advertising break during a video features just one commercial.

Article

This article discusses the role of personalisation in advertising strategies aimed at increasing and sustaining market share.

Article

This article argues that established principles of marketing science still apply to new channels of communication and that embracing them in the planning process can make social marketing campaigns more effective.

Research Paper

This article explains research by TiVo that showed how decreased TV ad spend hurts sales; for every $1 saved in TV spend, the drop in sales return was $3.

Research Paper

This article asks whether the gross rating point (GRP) measures, which have long been used within the traditional platforms of television, radio and print to gauge how much advertising 'pressure' is being delivered, are outdated in a digital world.

Article

This article offers an overview of the consumer motivations in the automotive market for five countries in South East Asia: Malaysia, Philippines, Thailand, Vietnam, and Singapore.

Research Paper

This paper explains how GfK developed a cross-media measurement tool to compare the impact of TV and Facebook ads on sales.

Article

This report explores how advertisers can maximise frequency for online ads whilst minimising how much they annoy consumers.

Article

This article argues that brands should aim for deeper brand experiences and audience engagement as this is a more effective way of building a brand, and sets out a measure to compare different types of brand activity.

Article

This guide provides a detailed framework for buying advertising on the leading social media platforms: Facebook, Foursquare, Instagram, LinkedIn, Pinterest, Tumblr and Twitter.

Article

This article offers 10 evidence-based tips for compelling TV advertising, as this channel stands steady against the challenge of new media.

Article

This event report examines the different approaches of confectionery brands Cadbury Creme Egg, owned by Mondelez, and Mars' Snickers and Malteasers brand to increasing reach through social media.

Research Paper

This paper presents a procedure that practitioners must follow before assessing the reach-engagement relationship in a "pull" campaign.

Article

Research has found that digital advertising effectiveness is limited by bad practice in frequency management: this article explains how brands are wasting budget and how to combat this.