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Topic Key reading on effective use of programmatic and automated trading of media

Article

Mark Earls, The author of HERD, takes a long hard look at another author’s work. The Chaos Scenario by Bob Garfield isn’t an easy book to read, he says, but adds that it is important because it tries to force readers to make sense of the big tides running through our worlds and to look beyond the current turbulence to work out what comes next.

News

ARLINGTON: The US online advertising industry has released the first results of its self-regulation initiative, with six firms having been forced to change their practices.

Article

The ethics of negative product placement in advertising is just one of the scenarios flagged up in this article about the moral minefield that marketers have to navigate.

Research Paper

Digital advertising is set to become a serious challenger within the rapidly changing media landscape.

Research Paper

Editor’s Note: As the Advertising Research Foundation (ARF) prepares to come off press with The Digital Metrics Field Guide—The Definitive Reference for Brands Using the Web, Social Media, Mobile Media, or Email, the Journal asked author Stephen D.

Article

Personalising communications to individuals in digital media is evolving. Social targeting of communities, and their influencers, is the way forward.

Article

In this article, Carlos Grande, of WARC Online, reports on Brandworks University 2008. Among the brands under discussion are Procter & Gamble, Harley Davidson, Philips and the Lindsay, Stone & Briggs agency, which organises the event.

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

Web 2.0 has the potential to deliver a lot more data, but not necessarily easy answers. While a number of options are available beyond simply measuring clickthrough rates, most marketers are struggling to construct effective measurement models to truly gain an understanding of consumer activity on their websites.

Case Study

This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.

Case Study

This case study details how Kleenex, the tissue brand, increased US sales through appealing to human emotion with its Someone Needs One campaign.

Article

Audience investment management (AIM) enables the intelligent management of data across exchanges, ad networks, publisher sites and supply-side optimisers.

Case Study

This case study describes how Mobil Delvac, a motor oil brand in the US, increased its brand loyalty by focussing on customers rather than the product in its media campaign.

News

NEW YORK: Targeted internet advertising, based on the online behaviour of consumers, delivers benefits for both marketers and publishers, a new study has indicated.

Article

A discussion of the ANA's Marketers' Constitution, which is a set of principles designed to guide the industry through the emerging digital age.

Case Study

This case study explains how Twentieth Century Fox, the film corporation, promoted its movie 'Life of Pi' in the UK, Germany and Italy through Yahoo!, the internet company.

Article

This article heralds the arrival of digital wallets, explaining the importance of this to brands and how they can make the most of them.

Research Paper

The Web Motivation Inventory (WMI) is used in internet advertising research, and is frequently used and cited in advertising, marketing and communication literature.

Case Study

During the 2010 FIFA World Cup, Coral looked to increase its association with football and related betting market.

Article

Joe Mandese, in his regular round-up of the U.S. media/advertising scene, reviews the transforming elements of 2004 and makes some radical predictions for 2005.

Research Paper

The research demonstrates the impact of measuring “validated” ad impressions as opposed to simply counting ads that are delivered to a computer as has historically been done in online advertising measurement.

Article

Consumer engagement based on a reciprocal relationship can overcome privacy concerns around behavioural targeting following controversies over Facebook and BT's Phorm trial.

Article

A report from the 2011 ISBA conference. Presentations are grouped around three broad themes: changing media use/fragmentation, the prospect of increased regulations and standards for online ads, and changes to the client-agency relationship.

Article

This article outlines five lessons from the anthropology of human behaviour that could help media planners find the most effective context for their advertising solutions.

News

DULLES, Virginia: Symbolizing its determination to become a major mainstream advertising force, AOL plans to move its corporate headquarters from the outskirts of Washington, DC to the inskirts of Manhattan, NY, adland's heart.
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