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Article

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

News

NEW YORK: The growth of digital tools and technologies will help make television advertising even more measurable going forwards, a new paper published in the Journal of Advertising Research (JAR) has argued.  Measuring Television in the ...

News

SINGAPORE: Brands can extract extra mileage from television commercials by adapting them to mobile video formats but should be aware the two formats require different creative strategies, a senior marketer at Facebook has said.

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.

Research Paper

In this article, the authors look at measuring the effectiveness of television advertisements in the Programmatic Age and the impact of new digital methods.

Research Paper

This article provides an excerpt from a best practice study, commissioned by CIMM to identify the best and worst practices and provide frameworks and guidelines that brands could apply when conducting cross-device and cross-platform exercises in consumer matching.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Case Study

This case study describes how Garnet Hill, a US retailer, created a mobile studio to provide an experience to customers, capable of reviving both the brand and the OOH media platform.

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.

Case Study

This case study details how Interac, a non-profit interbank network, increased transactions during the holiday period in the Canadian market.

Case Study

This case study details how Shock Top, a brand of craft white ale, adapted its tactics used in Canada to reinvigorate the brand in the United States.

Article

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

Case Study

This case study details how the Humane Society of the United States, an animal welfare non-profit organisation, increased interest in pet adoption.

Case Study

This case study describes how Ovarian Cancer Canada, an ovarian cancer charity, increased donations and awareness through its Ladyballs campaign.

Case Study

This case study explains how Moskito Guard, a DEET-free insect repellent, used a multi-channel campaign to create awareness of the new product in the UK.

Case Study

This case study details how Diabetes UK, an awareness charity, increased its engagement with people through its 100 Things I Wish I'd Known about Diabetes campaign.

Case Study

This case study describes how Macmillan Cancer Support, a cancer specialist support charity, appealed to new donors without alienating its older audience in the UK.

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.

Case Study

This case study describes how Aldi, the German discount supermarket, 'rewrote' the Australian Christmas rulebook by moving beyond the festive association and demonstrating that there was no such thing as a 'typical' Christmas.

Case Study

This case study describes how Aldi, the German discount supermarket, used the 'Supermarket Switch Challenge' on Australians, embracing hate to convert thousands of shoppers.

Case Study

This case study describes how Lexus, the Japanese car manufacturer, created a purpose for its brand in the Australian mind: to prove the connection between a driver and a Lexus.

Case Study

This case study demonstrates how Steinlager, New Zealand's No1 premium beer, grew sales by breaking the mould of standard industry advertising.

Case Study

This case study describes how takeaway pizza brand Domino's UK re-engineered its communications and channel model to drive sales by treating purchases as not just transactions but meal occasions and communications moments.

Case Study

This case study explains how Antarctica, a beer brand, rebuilt its connection with people in Rio de Janeiro, Brazil, by encouraging people to put down their phones and enjoy carnival.