NEW YORK: Marketing researchers are yet to provide measurement standards that fully demonstrate the efficacy of branded content across TV and digital, according to a paper in the Journal of Advertising Research (JAR).
MANCHESTER: Amazon is making its first foray into the globally popular and lucrative English football market with plans to produce a behind-the-scenes TV series following Manchester City FC through its 2017-18 season.
HANGZHOU: Alibaba, the Chinese e-commerce giant, kicked off its annual 11.11 sales event with a “See Now, Buy Now” multichannel fashion show earlier this week, and the company’s Chief Marketing Officer sees the promotion as the ...
CUPERTINO, CA: Rumours of Apple’s entry to Hollywood received credence yesterday, as reports surfaced that the company had set aside roughly $1 billion to procure and produce original video content over the next year.
CANNES/NEW YORK: AB InBev, the US beer-brewing conglomerate, is shifting the focus from advertising through interruptions toward creating content that will attract people by pitching series ideas to channels and creating spectacles that people will ...
WASHINGTON DC: Celebrities and other influencers who post content on Instagram have been warned by US regulators that they must fully reveal their relationship when they promote products on behalf of brands.
Eleanor Thornton-Firkin and Leah McTiernan, Research on WARC, Ipsos Connect, March 2017
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.
Andrew T. Stephen, Michael R. Sciandra, and J. Jeffrey Inman, ARF Experiential Learning, ARF Annual Conference 2017
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.
Julian Saunders, WARC Best Practice, July 2016
This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.