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News

LONDON: The growing use of artificial intelligence will dramatically change communications planning, especially in low-involvement categories like FMCG, according to two industry figures.

News

LONDON: In the first half of 2017, advertisers spent more on video ads than banner ads for the first time, according to new data from the Internet Advertising Bureau UK.

Article

Sky Betting and Gaming has developed its own platform to collect customer data in real time and target its marketing more precisely.

News

LONDON: Sainsbury’s, the UK supermarket, is seeing “sustained sales uplift” as a result of in-store messaging offers based on micro-location data.

Article

The promise of location marketing has generated more excitement than it has clarity - here, British retailer Sainsbury's describes how it gained the same level of analytics for offline as online.

News

GLOBAL: Eight in ten organisations around the world carry out some form of marketing attribution but seven in ten struggle to act on the insights provided, according to a new study.

Article

Unilever, the FMCG manufacturer, is seeking to adapt its marketing formula in reflection of new technologies and shopper behaviours.

Article

This article outlines the challenges how Fairfax Media and NewsCorp Australia are taking on print advertising revenue declines as Google and Facebook become increasingly influential.

News

GLOBAL: Mass marketing is giving way to massive customisation, from focusing on averages to individuals, and this means marketers have to think very differently than in the past, according to Unilever’s Chief Marketing and Communications ...

Opinion

The rumble in the jungle, it wasn’t. Nor was it the Thrilla in Manila.

Research Paper

This article describes how machine learning was used to research mood states and digital activity when buying chocolate to build contextual profiles for the purpose of programmatic media buying.

Article

This article describes what it would actually mean for adtech and martech to come together and the hurdles that would have to be overcome.

Article

This article explores the future of TV and video content over the next five years, based on industry expert interviews, primary GroupM research and secondary research within the UK.

News

LONDON/NEW YORK: Creative optimisation can increase efficiency, speed, and relevance at scale, but only, a leading industry figure argues, if marketers drop their preconceptions and listen to the data.

Research Paper

This work investigates under what circumstances a television campaign should be complemented with online advertising to increase combined reach.

Article

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

News

SAN FRANCISCO: Facebook has introduced new ways to help improve the ability of advertisers to target ads at consumers who have made previous purchases via offline channels, such as brick-and-mortar stores or call centres.

News

NEW YORK/BEIJING: Tencent, one of China’s three internet giants, has launched a new suite of advertising solutions and resources that will enable US marketers to directly engage Chinese consumers on its platforms, including 963m monthly ...

News

MOUNTAIN VIEW, CA: Google is reportedly in contact with three news organizations about using big data and artificial intelligence to improve subscription services and shore up their revenue streams.

News

SINGAPORE: Zero-based budgeting can be effective but marketers need to carefully examine the traditional/digital media divide to find success, according to a senior Facebook executive.

News

LONDON: Digital developments and new platforms have their place, but TV can still act as the beating heart of any major advertising campaign, an industry figure has argued.

Article

This article covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

News

NEW YORK: Six major advertising industry trade associations have signed an open letter attacking Apple’s “heavy-handed” approach to setting cookies in the latest update of its Safari browser.

Article

This article explains how brands can best tackle safety concerns around the placement of display, video or native ads adjacent to illegal or inappropriate content.