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Engagement

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Article

This article summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.

Article

This article provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.

Article

This article outlines the challenges of brand differentiation in the automotive category and offers five steps agencies can adopt to create original and exciting automotive advertising.

News

LONDON: The ability to cut down on the number of ads seen is one factor in the drift away from watching linear TV, according to research which notes the subsequent impact on ‘mental availability’.

Article

This event report outlines some headline findings from research conducted by MediaScience and the Ehrenberg-Bass Institute for Marketing Science, based on ads from Mars, Inc.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

News

SYDNEY: There’s a link between increased ad frequency and brand resonance in some categories, but more than a fifth of digital ads - 22% - in Australia are failing to boost key brand metrics at all, according to a new report.

Article

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

Article

This event report outlines how PepisCo, the fast moving consumer goods company, deepened its understanding of how advertising impacts the digital audience.

Article

This article offers tips for developing engaging digital video creative, based on research by Ipsos, the market research and consultancy firm.

Article

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

Article

This article argues that telecom marketers need to re-evaluate their media strategies in order to adapt to three paradigm shifts: the death of broadcast TV; brands as publications; and phones moving from voice to data.

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.

News

LONDON: Few video ads deliver a strong emotional message that consumers will quickly absorb and that will remain with them long into the future, according to a new study which suggests marketers remain too focused on short-term outcomes.

Article

This event report outlines research conducted by AOL, the media group, regarding how to improve consumer engagement with digital video ads.

Opinion

Quinn Kilbury, Senior Brand Director at Heineken US, will  chair the Effective Social Strategy category in the  Warc Awards 2017 .  Here he talks to Lucy Aitken about how he sees social, the longer term brand value it can create and the newer platforms he expects to see represented among this year's entries.

Article

This article explores how the BBC used emotional reactions to content to refine its content marketing offering and offers advice for brands on telling effective stories.

Article

This article outlines how new video consumption patterns in India are moving the country's heavily TV-centric media market toward mobile and online video.

Research Paper

This paper investigates consumers’ biometric responses to a range of different mobile advertising formats, including interstitial, in-stream and sidekick units.

Research Paper

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

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.

Article

This webinar discusses how social media can help plan and amplify content and why the shape of social media conversations needs to be analysed to give a full picture of effectiveness.

Article

This event report outlines how Coca-Cola, the soft drinks giant, measured advertising engagement among Brazilian teens in real time during the 2016 Olympic Games.

News

SAN FRANCISCO: The use of haptic technology to bring consumers' sense of touch into play in mobile video ads can produce a 50% uplift in brand favorability, according to new research.