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News

TORONTO: Two thirds of big brands will increase online adspend in 2017-18 despite growing concerns around performance metrics and viewability, a new report finds.

News

NEW DELHI: Though many marketers are worried about the impact of India's fast-approaching GST roll-out on consumer purchases, new research indicates ad spend may be boosted as a result.

Article

This event report outlines how Verizon, the telecoms group, is seeking to enhance its media strategy.

News

NEW YORK: Consumers who feel overwhelmed by ads and offers need to share more information about their preferences with advertisers, according to a professor at New York University's Stern School of Business.

Article

This event report explores Cambridge Analytica's program of research, data analytics and digital marketing during the 2016 US Presidential election.

News

GLOBAL: A paucity of global measurement standards threatens to erode trust in digital advertising for both brands and consumers, a new report warns.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

News

LONDON: Automotive marketing remains stuck in the past and has yet to catch up with the technological and social changes taking place around the world, according to an industry figure who argues it can usefully learn from the approach taken by ...

News

LONDON: Consumers use a mix of media, so brands must follow suit. However, an effective multichannel strategy needs to maintain clarity around the task and target audience in relation to brand growth, and be media neutral in opportunity evaluation, ...

Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Article

This article advises on how brands can adapt television commercials (TVCs) to create effective and engaging mobile content.

Article

This article looks at global television adspend, which is expected to fall 2.5% to US$197bn in 2017, due in part to contraction in two of the three largest markets: the US and China.

Article

This article outlines how electric vehicle brands such as Nissan and Toyota are raising the game in automotive advertising, using new technologies and innovative approaches.

News

MOUNTAIN VIEW, CA: As part of its ongoing efforts to reassure advertisers about the placement of ads on YouTube, a Google executive has stressed that very few ads ever run alongside extremist content.

News

NEW DELHI: There is an urgent need for the approach of media and marketing to evolve, according to a senior executive at Reckitt Benckiser, the UK consumer goods giant.

Article

This article explains how Reckitt Benckiser, a FMCG company in the health and homecare category, is evolving its media strategy for the digital age.

Article

This article explores how programmatic can be more than a way to serve ads: it can enhance the customer experience if the dynamic capabilities of adtech are combined with meaningful creative.

Article

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

News

GLOBAL: Michael Roth, chairman and CEO of the Interpublic Group (IPG), has warned that more advertisers will vote with their feet if Google fails to allay concerns over brand safety after online ads were displayed next to extremist videos.

News

NEW YORK: TV sitcoms, especially high-rated primetime shows, provide better return on investment (ROI) for advertisers than other TV genres, according to a new study.

Opinion

As the countdown to the impending General Data Protection Regulation (GDPR) continues, so do the media conversations seemingly intent on creating panic in the marketing industry.

Research Paper

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.

Article

This paper analyses the concept of ‘Relevant Reach’, defined as the ability for advertisers to use data from online marketing capabilities to reach the highest potential pool ofbuyers.

News

AUSTIN, TX: Reckitt Benckiser (RB), the FMCG manufacturer, has identified an online strategy which helps it find the right balance between achieving mass reach and granular targeting on platforms like Facebook.

Article

This event report outlines how Reckitt Benckiser (RB), the FMCG group, has found the right balance between online reach and granular targeting on platforms such as Facebook.