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News

SYDNEY: Australian media agency spending passed A$7bn in the 2016-17 financial year with digital and outdoor registering the biggest increases, new data show.

Article

This article reports on how location data can provide insight into the purchase habits of millennials, with examples from five APAC markets (Australia, Hong Kong, Indonesia, Malaysia and Singapore).

News

CANNES: With the rise of programmatic ad buying, the capabilities of marketers targeting an audience of likely buyers have never been greater, but the Ehrenberg-Bass Institute maintains that segmentation, whether for creative or media planning, can ...

Article

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

Article

This event report looks at research into the mobile behaviours of Gen Z in the UK, a group termed 'mobile prodigies'.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Article

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

News

LONDON: Uncertain economic times are driving marketers to shift their spending into activation – and digital advertising – according to the latest IPA Bellwether Report.

Opinion

WARC’s Lucy Aitken spoke to Charlie Chappell, Hershey’s Senior Director for Integrated media, and chair of judges for the WARC Media Awards Channel Integration category, about emerging platforms, data, and what makes a great integrated campaign.

News

NEW YORK: Both Apple and Android are set to introduce changes to their policies around the gathering of location data via their mobile operating systems which have the potential to affect mobile marketers.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

News

LONDON: Channel 4, the UK broadcaster, was forced to dip into its content reserves last year in order to protect creative programming as income from TV advertising declined in the wake of the EU referendum.

Article

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.

Opinion

Paul Dalton, Chief Media Officer, International, DigitasLBi and judge for the Effective Use of Tech category at this year's WARC Media Awards, talks to Lucy Aitken.

Article

This article provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Article

This event report details some of the findings from research conducted by CBS Vision, a research company, and Nielsen Catalina Solutions, a measurement company, into the relative impact of creativity and media placement.

News

GLOBAL: Global mobile adspend increased an impressive 60.5% to €63bn ($83bn) in 2016, up from €39bn ($52bn) in 2015, according to the latest figures from the Interactive Advertising Bureau (IAB) Europe.

News

LONDON: As magazine media become increasingly defined by content rather than platform, media planners need to rethink their role in the media mix, an industry figure argues.

Article

This article, based on local surveys by Ipsos, the market research and consultancy firm, covers how much Singaporeans are exposed to different types of media and the implications for branded content placement.

Article

This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.

Article

This event report looks at how UK retailer Marks & Spencer is using location-based marketing to boost footfall and sales at its stores.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

Research Paper

This paper examines the effectiveness of television advertising and changes in audience response since the 1980s within the United States.

News

CANNES/NEW YORK: L'Oréal, the beauty group, has seen success with six-second video ads and believes it may even be able to communicate effective marketing messages in around half that time.