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News

NEW YORK: Consumers who feel overwhelmed by ads and offers need to share more information about their preferences with advertisers, according to a professor at New York University's Stern School of Business.

Article

This event report explores Cambridge Analytica's program of research, data analytics and digital marketing during the 2016 US Presidential election.

News

GLOBAL: A paucity of global measurement standards threatens to erode trust in digital advertising for both brands and consumers, a new report warns.

News

NEW DELHI: There is an urgent need for the approach of media and marketing to evolve, according to a senior executive at Reckitt Benckiser, the UK consumer goods giant.

Article

This article explains how Reckitt Benckiser, a FMCG company in the health and homecare category, is evolving its media strategy for the digital age.

Article

This article explores how programmatic can be more than a way to serve ads: it can enhance the customer experience if the dynamic capabilities of adtech are combined with meaningful creative.

Opinion

As the countdown to the impending General Data Protection Regulation (GDPR) continues, so do the media conversations seemingly intent on creating panic in the marketing industry.

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.

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 looks at what programmatic can do to move away from the relentless targeting that ultimately only alienates consumers, and become better targeted and tailored messaging welcomed by its audience.

Article

This article offers best-practice guidance for B2C and B2B advertisers looking to use programmatic native advertising, which must always blend into and enhance the content it accompanies, meaning that creative must be valued and targeted accurately.

Article

This article posits that the integration of AI into native advertising will be a game changer for the industry, as tools such as IBM's Watson deliver insights and analysis at scale, which will lead to more efficient campaigns that deliver on RoI.

Article

This article outlines how Just Eat, the takeaway marketplace, changed its approach to data and ad budgeting and shifted its focus to mobile.

Opinion

Unless you were working in the highest levels of government during Cold War, you wouldn't have known much about geolocation until the 1990s, when you got a GPS for your car.

News

NEW YORK: Digital is not only capturing a greater portion of new marketing dollars and overtaking TV in many markets, it is also poised to bring about a step-change in the lives of everyone and marketers will need to respond accordingly, a new ...

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

News

LAS VEGAS: Marketers have a "long list" of tasks to accomplish in order to consistently deliver the type of content required to engage today's consumers, a leading executive from Nissan, the automaker, has argued.

Article

This article forecasts that the advent of 5G - which will be standard by 2018 - will make the biggest impact of any technological advance in 2017, as it paves the way for wearables, IoT devices and AR/VR/mixed reality.

Article

This article presents four steps brands can take to ensure they succeed with moment marketing through social media, as they engage with potential customers, often in conjunction with TV viewing.

Article

This article examines what marketers need to understand in order to capitalise on the growing trend for consumers to complete sales on their smartphones, and gain a better sales conversion rate.

Article

This article takes a look at five ways in which brands can interact positively to build influence during the many micro-moments when consumers fleetingly use their phone in the course of a day.

Article

This article looks at making automation in mobile marketing work even better by using predictive targeting to find the speed and agility need to hit the right customers at the right time.

Article

This event report outlines how Nissan, the automaker, is developing its model for content marketing.

News

PALO ALTO, CA: It's ten years since Google bought YouTube, but only now is the internet giant enabling the video-sharing site to use its vast trove of consumer data for ad targeting purposes.