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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 article provides marketers with information and guidance about using advanced targeted approaches offered by addressable TV.

Article

This article provides marketers with information and guidance about determining the optimal TV ad length.

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 ...

Article

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

News

LONDON: Argos, the UK catalogue retail chain, plans to promote its broad range of products and same-day delivery convenience with a TV campaign, supported by social media, that it claims is a world first.

Article

This article introduces the Ad Impact Model, which identifies all the important elements that influence impact and the interplay between them, serving as a roadmap for creating successful TV ad campaigns.

News

NEW YORK: As the annual TV upfronts get under way, the expectation is that network executives will be taking full advantage of the brand safety problems that have engulfed Google in recent weeks.

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.

News

NEW YORK: TV sitcoms, especially high-rated primetime shows, provide better return on investment (ROI) for advertisers than other TV genres, according to a new study.

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).

Research Paper

This paper evaluates the impact on ROI of emotional attachment to television programs and the resonance between a program and the advertising aired during it.

Research Paper

Advertising researchers have highlighted how electrophysiological methods can improve the understanding of consumers’ emotional experiences, yet few published methodological studies draw the necessary guidelines to obtain reliable results.

Research Paper

This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.

Research Paper

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales.

Research Paper

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.

Case Study

This case study describes how Coors Light, the US beer brand, remedied declines in sales and penetration by creating Climb On, a campaign that echoed a desire shared by all people - not just men: to overcome obstacles.

Case Study

This case study describes how Cigna, the US health insurer, used the fictional TV Doctors of America to promote both its offering, and to encourage preventative care.

Case Study

This case study describes how the OTC pain-killer Advil, regained its equity and consumer connection in the US with an omni-channel campaign, "Distant Memory".

Case Study

This case study describes how mobile online strategy game Mobile Strike was launched into the Taiwanese market by bringing digital background insights into TV and traditional media.

Article

This case study describes how a new overactive bladder treatment, Myrbetriq, entered and became the market leader in the category in the US with a high touch campaign that told consumers about 'taking back control'.

Case Study

This case study describes how retailer Spar boosted its image by creating Start It Up Slovenia, a unique, entrepreneurial project with a mission of helping young entrepreneurs through a custom-made primetime TV show.

Case Study

This case study describes how Johnsonville Sausage, a Wisconsin-based meat processing company, leveraged its small town background and its authenticity to win over Canadian sausage lovers.

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.

Article

This case study describes how Special K Canada, a Kellogg's brand, had faced 10 quarters of losses as the idea of dieting fell from grace; taking a new approach, the brand invoked feminism and ownership, returning to growth as a result.