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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

When it comes to digital campaigns, brands can do their best to create engaging content, but they don’t know if it reaches the right audience.

Article

Studies show that nearly all adults in the UK (92%) consume two or more different types of media in the same half hour, with over a quarter admitting to flitting between more than three.

Article

The way we consume media has changed beyond recognition, with many dividing their attention between multiple devices even though the human brain cannot handle this kind of multitasking or multiscreening.
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Opinion

The fundamentals of marketing and advertising success have not changed because of the digital revolution.

News

GLOBAL: Influencer marketing, often eyed warily as an unaccountable and murky subset of the industry, has received new scrutiny to strengthen the view that the value of partnering with influencers lies in enhanced opportunities for engagement ...

News

GLOBAL: Consumer attention is an increasingly scarce commodity in a fragmented media landscape and marketers may have to look beyond simple viewability or OTS metrics to measure this aspect of consumer behaviour.

Research Paper

Automobile brand Jaguar Land Rover created customised LinkedIn-focussed strategies to target their customers in India.

Research Paper

The US Advertising Research Foundation commissioned a study to prevent widespread adoption of mobile ad-blocking software.

Research Paper

Some thought leaders suggest that human attention is becoming so scarce that it will become a market currency unto itself and future marketers will trade on attention as a measure of advertising success.

Research Paper

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

Case Study

Transport for London delivered a game-changing insight into how advertising on the London Underground works through a mixed method approach.

Research Paper

Twitter UK, a news and social networking brand, used a combination of neuroscience and behavioural analysis to test video ads through Twitter users' mobile feeds.

Article

This article is a conference note on ‘using neuroscience tools to develop creative that sells’ from the MRS Summit 2017, held in May in London.

Article

The use of sign language in TV advertising has generally been a rare one-off related to a particular campaign.

News

NEW YORK/LONDON: The nature of luxury brand advertising is shifting away from portrayals of a distant exclusivity to a more inclusive relationship with consumers, according to a new study.

Research Paper

Explains how context in ad placement has a tangible effect on how people react to advertising.

Article

Describes a research methodology that reveals how consumers engage with different media platforms depending on how they engage with the category.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

This article examines research carried out in the US by Samsung and Starcom into the benefits of VR in building emotionally engaging brand experiences.

Article

This article describes how brands can cut through marketing noise and draw their audience's attention to a specific form of communication in preference to other distractions.

Article

This article digs deeper into new research that reveals the real effectiveness of building emotional engagement and lasting impressions into advertising.

News

LONDON: Travellers on the London Underground are generally positive about seeing ads in that environment with attention levels high even at busy times, research has found.

Article

This article examines the correct use of mobile advertising metrics and how they can help advertisers rethink their cross-platform campaigns.