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News

SHANGHAI: Chinese consumers are more interested in targeted and personalised ads than their Western counterparts, according to new research – and most think advertisers are doing a better job at reaching them than previously.

Article

This article explores key differences between Chinese consumers and Western markets, including high ad positivity, more interest in personalisation and frustration with poor programmatic targeting.

Article

This article details how consumers respond when ads appear next to inappropriate content, based on a survey from the CMO Council and Dow Jones.

News

SINGAPORE: Postr is a New Zealand start-up whose app gives rewards to users in exchange for their Android devices hosting banner ads, and the company's founder and CEO hopes the concept will make people love advertising again.

News

NEW YORK: American teenagers aged 13 to 17 differ from adults aged 18+ in that they agree advertising helps them choose what to buy, a new survey has found.

Research Paper

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.

Article

This event report outlines how Mastercard, the payments group, is building its brand at a time when obstacles for marketers are rising.

News

NEW YORK: Brands can help mitigate the impact of "commercial zapping" – where viewers skip ads during TV shows they've recorded – by using more considered approaches to scheduling and creativity, according to a paper published in the ...

Research Paper

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

Article

This event report explores how the advertising industry is affected by, and affecting, the UK's exit from the European Union.

Article

This article criticises Lord Justice Leveson's comments in the Leveson Report, which looks into the practices of the British press, on the trustworthiness of information found on the internet.

Article

This event report offers tips for brands about how to tackle ad blocking, based on research driven by Watson, IBM's cognitive-computing platform.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Article

This article posits that marketers must take the opportunity to view consumers as an audience if they are to avoid the digital overload backlash, exemplified by widespread adblocking.

Article

This article outlines three keys to finding the best celebrity endorsement for brands.

Research Paper

This paper explores the problem of noticeable ads crossing over into annoying ads with the findings of a neuromarketing experiment, measuring the level of attention and the emotional response of subjects exposed to ads.

Article

This article argues that by fighting against ad blocking, advertisers are actually exacerbating underlying problems within their industry and ignoring a clear message from consumers.

Article

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

Article

This event report considers how issues around the collection and use of their personal data have affected consumers' trust in brands and companies.

Article

This event report looks at why so many consumers are resistant to digital marketing methods and how brands and companies are developing new ways of using data.

Article

As consumers are actively showing resistance to excessive digital messaging, this article describes the coming disruption in the digital economy.

Research Paper

Do consumers avoid viewing over-the-counter (OTC) pharmaceutical advertisements? And, if so, why? The authors of the current study tested their proposed “Ad Avoidance Model” by surveying a nationally-representative sample of U.S.

Article

This article, taken from the Warc Toolkit 2016 report, looks at developments in digital marketing including concerns around viewability and ad fraud.

Article

This event report covers the findings of a survey on participation marketing, including challenges and what brands can do to better engage consumers in the space.

Article

This article argues that advertisers need to stop overwhelming consumers with ads, because it is making them switch off.