This article explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.
Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid, Journal of Advertising Research, Digital First, April 2018
Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.
NEW YORK: IBM, the tech company, has helped Unilever, the consumer packaged goods manufacturer, test the potential of the blockchain to tackle several problems that currently shape the media-buying process.
Do you remember writing a thesis and feeling slightly upset as you start to realise that no one will ever read it besides your professors, or at best, your parents? Students should receive the recognition they deserve for their hard work – other than just the grade at the end of the academic year.
GLOBAL: Advertisers are having to rethink the way they invest in paid media and take greater responsibility for their investments rather than outsourcing the task to agencies, an industry figure has argued.
Tom Darlington, Admap, February 2018, pp. 36-37
Screens have a proven track record in delivering effective commercial messaging but the industry hasn’t fared well at capitalising on the attention opportunity provided by nascent digital routes to market.
Kathy Gardner, WARC Webinars, January 2018
Kathy Gardner, VP Media Insights at thinkTV, discusses the extent to which the media habits of the advertising industry differ from the 'average Canadian' and looks at how our personal media habits are biasing our assumptions of others' behaviors.
Lyndon Morant, Admap, December 2017, pp. 10-12
Explains how age and gender stereotypes are being turned on their head and have no place in modern marketing, using 107-year-old Japanese sprinter Hidekichi Miyazaki and Millennial Mark Zuckerberg as examples.
Ruth Zohrer, Admap, December 2017, pp. 20-22
Audience segmentation is often split between the large, average audience often associated with 'traditional' planning vs a hyper-granular 'audience of one' created from a plethora of digital data sources.
Kurt Hawks, Admap, December 2017, pp. 33-35
Strong consumer profiles build strong audiences and while there are more technology solutions than ever, they are cookie-based, so can only offer a snapshot of what consumers browse over a short period of time.
John Paul Cadman, Admap, November 2017, pp. 22-23
Outlines three key trends that can build brand connections in an age where technology is removing friction from people’s lives and giving them a greater ability to choose what they want, when they want it and how they want it.
LONDON: The digital advertising duopoly of Facebook and Google is unlikely to be seriously challenged in the near future so marketers and agencies are simply going to have to think long and hard about how they manage relationships with the two, a ...
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.
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.
Mobbie Nazir, WARC Best Practice, November 2016
This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.