Mike Follett, Admap, June 2018, pp. 30-32
Many marketers nowadays are more concerned about targeting the right audience rather than placing ads in the right context, believing it doesn't really matter where the ads are seen as long as the right people see them.
SHANGHAI: Baidu is by far the most used search engine in China, but eight in ten people use more than one search engine and e-commerce is emerging as a second battlefield for search, according to data from OMD China.
SINGAPORE: Nine in ten potential bookings in the Asia-Pacific travel sector are abandoned before purchase, according to research which also demonstrates that retargeting with a degree of personalisation can successfully recover at least some of ...
MIAMI BEACH, FL: Marketing researchers must find the right balance of new analytic techniques and more traditional forms of audience measurement, according to Artie Bulgrin, EVP/strategy & insights at MediaScience.
SHANGHAI: Chinese consumers consider search a first port of call when making purchase decisions, but only 19% of search activity in the country is for brands or products, according to a new study by OMD China.
Autumn Nazarian, Joe Maceda, & Jamie Arvizu, November 2017
Following the release of Mindshare’s Media Multiverse research, three of the agency’s leaders discuss the industry shift towards franchises that live across a mosaic of platforms, and away from linear storytelling on one channel.
Mathieu Trepanier and Jean-Philippe Lebudel, ESOMAR, Congress, 2017
This paper explains how Firmenich, a privately-owned fragrance and flavour house, and Tsquared, an online search insights brand, found an ideal vegan beverage for the UK market in 2017 by studying trends around natural food, organic food, and related dietary restrictions in the US and UK.
Jocelyn Simon, ESOMAR, Congress, 2017
This paper describes a US research project investigating the role of emotion in digital advertising, specifically to test whether interactive formats ('high-impact ads') deliver more long-term profit-driving effects than standard banner ads.
Ian Gibbs and Dianne Newman, Admap, July/August 2017
This article examines how measuring digital advertising through clicks reveals little about the ad's performance in its target market and is contributing to a worrying trend towards short-termism in marketing.
NEW YORK: PepsiCo, the fast-moving consumer goods manufacturer, gained new insights into the impact of digital campaigns through working with research firm IRI on a project that delivered results at speed.
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.