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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.

News

LONDON: Consumers use a mix of media, so brands must follow suit. However, an effective multichannel strategy needs to maintain clarity around the task and target audience in relation to brand growth, and be media neutral in opportunity evaluation, ...

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 advises on how brands can adapt television commercials (TVCs) to create effective and engaging mobile content.

Article

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

Article

This paper describes how brands can plan a media strategy and maximise effectiveness with newspapers, or, more broadly, newsbrands that now enjoy enhanced reach as audiences increasingly access news online.

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.

News

HONG KONG: Digital advertising expenditure in Hong Kong is expected to surpass traditional media for the first time in 2017, according to a survey of some of the top advertisers in the territory.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

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 paper relates the findings of the IAB's research into whether including desktop and mobile ads in a multiplatform ad campaign improves brand impact.

Article

This event report examines attention in the modern age, and how to best utilise the time available to engage consumers.

Article

This event report outlines various findings from the "How Advertising Works" study produced by the Advertising Research Foundation (ARF).

News

NEW YORK: Media plans that include mobile and desktop advertising executed simultaneously with traditional offline media consistently drive greater lift across brand impact metrics than traditional offline media alone, a new study has found.

News

DELHI: The past year has seen a surge in the amount of time Indian consumers spend on their smartphones, to such an extent that the device has passed television in terms of media consumption, according to a new study.

News

LONDON: There is a positive and complementary relationship between TV and social media, which means advertisers should not regard them as mutually exclusive, a leading researcher has argued.

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.

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.

Research Paper

This study explored how online and offline buyers of a specific product differ in their cross-channel use throughout the purchase process and how this differs across types of products.

Article

This article explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Article

This study for Newsworks, the UK body representing newbrands, explores consumer purchase decision journeys across the multitude of devices and sources that modern buyers consult, in order to shed light on where newsbrands can slot into the media mix in order to influence decisions.

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 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 examines the differences between advertising on social media and TV, and how these two very different approaches can be made to work together for a more powerful result.