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Article

This paper explores how to create successful branded content, using the example of multinational retailer Wal-Mart which created branded entertainment films for its sponsorship of the Academy Awards in the United States.

News

LONDON: Mobile's share of digital advertising expenditure in the UK has grown ninefold over the past five years, with spending on mobile video more than doubling during 2016, new figures show.

News

NEW YORK: Digital marketing may have to evolve over the next decade into a more curated and algorithmically targeted service as consumers struggle with the mass of messaging that comes their way, according to a trio of analysts from Forrester.

Article

This article examines the two top shared auto ads from the 2017 Super Bowl through a testing tool that includes biometric, neurological, emotional and audio testing, leading to a better understanding of the business impact of the broadcasts.

News

NEW DELHI: Understanding how emotional response leads to consumer engagement is the key to producing more effective and engaging content, according to a senior marketer at the BBC.

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.

News

LONDON: A number of leading online publishers in the UK are embracing branded content to the extent that they are now merging their editorial teams as they adapt to this growth area.

News

NEW YORK: Marketers are paying more attention to GIFs, those short looped videos that have become prevalent on social media, and are trying to work out how best to use them for brand communications.

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.

Case Study

This case study describes how the app Spott was launched in Belgium, offering retail inspiration for viewers and increasing the relevance and attractiveness of content.

Case Study

This case study describes how UK publisher Penguin Random House maximised a small budget to promote its crime author Tim Weaver, by creating a serial podcast called MISSING.

Case Study

This case study describes how US wireless service provider AT&T used Facebook Live to create a real-time event with Santa Claus to encourage customers to sign up to its loyalty programme AT&T THANKS.

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 feminine hygiene brand Bodyform set out to own online share of voice with minimal marketing investment, by challenging taboos with a provocative film featuring sport, exercise and menstrual blood.

Case Study

This case study describes how ING, a Dutch national bank, re-energised its sponsorship of art and culture in the Netherlands and strengthened its image as an innovative bank, using data and technology to create The Next Rembrandt.

Case Study

This case study describes how Benzac, a US OTC acne treatment manufactured by Galderma, used social data to create a custom panel of influencers - 'Cool Kids' - to then partner with relevant publishers and curators to build an emotional connection with teens.

Case Study

This case study describes how Humana, a US health insurance provider, built on research that showed baby boomers' desire to grow and not fade into the future, by using data from match.com to understand the audience and build the inspirational #StartWithHealthy campaign.

Article

This article covers the key content marketing trends in Asia - specifically popular content pillars, distribution choices and social channels as selling channels.

News

ORLANDO, FL: PepsiCo, the FMCG group, believes that ramping up its in-house creative capabilities has provided clear advantages in terms of enhanced speed and efficiency, as well as delivering a high standard of marketing output.

News

LONDON: Programmatic native advertising has many advantages, but it has also been criticised for blurring the lines between content and ads, says a leading industry figure who recommends five core principles to keep consumers engaged.

Article

This event report outlines how PepsiCo, the food and snacks group, is benefitting from the decision to create more content in-house.

Article

This article proposes a set of core principles that will help advertisers as they create brand-aligned, differentiated and valuable native advertising experiences delivered programmatically - a task that brings ever greater responsibility to apply best practice and ensure a good value exchange.

Article

This article offers best-practice guidance for B2C and B2B advertisers looking to use programmatic native advertising, which must always blend into and enhance the content it accompanies, meaning that creative must be valued and targeted accurately.

Article

This article takes a look at the current state of play in programmatic, and examines how it has given a new lease of life to native advertising - as well as the challenges faced in this - offering tips to advertisers who are looking to trial it.

Article

This article introduces a series of papers on programmatic native advertising, a campaign execution in digital communications that is so vital it is predicted to account for almost three-quarters of all display ad revenue in the US by 2021.