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

Article

Internet advertising is becoming more important to all advertisers, and online's share is predicted to exceed that of both press and radio by 2008.

Article

This article argues that the use of big data in marketing resembles the transactions data financial services have collected for a longer period of time, and that marketers should put more energy into understanding 'why', and looking tot he future, and less on monitoring what has passed.

Article

Thanks to relatively cheap bandwidth and the proliferation of tablets and smartphones, online video advertising is surging, as demonstrated by the success of T-Mobile in this arena.

Case Study

Alcon Laboratories wanted to build market share for its Pantanase Nasal Spray in the USA, but it faced physicians who were increasingly less likely to take sales calls.

Case Study

This case study details how Eeskomoravska Stavebni­ Spooitelna (EMSS), a Czech bank, raised interest and use of its loyalty program in the Czech Republic.

Research Paper

In the last decade, there has been an explosion in the use of online survey tools. Online data collection tools have lowered the cost of data collection and removed barriers to entry for carrying out research.

Article

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of the impact of targeting.

Article

WARC Online's James Aitchison reports from the conference Media Research 2009. Presentations covered include an advertiser's perspective from Anheuser-Busch InBev and the World Federation of Advertisers, as well as sessions on integrating and measuring mobile media, the web analystics of Nielsen and Yahoo!, neuro-marketing and IPA Touchpoints.

Article

This slide presentation on mainly U.S. consumers' digital habits argues that SoLoMo (social, local and mobile) will drive future digital growth, suggesting that advertising models need to "follow the consumer" into these three areas.

News

PALO ALTO, California: Facebook, the social networking pioneer, is looking to develop "advertising that is relevant and personal," but which will also work without "invading users' privacy," according to Chris Kelly, the website's chief privacy ...

Article

In this introduction to Admap's report on Search and Behaviour Marketing, Roderick White discusses the growth and importance of search engine marketing (SEM) and behavioural targeting (BT) to the internet marketer - and explains how web analytics will point the way for future online advertising.

Research Paper

This paper describes a completely new way of measuring Internet audience behavior. By combining a low tech TGI Survey with a high tech user centric panel measurement and a site centric electronic measurement system it allows us to see the surf patterns of a panel of which thousands of target group variables are already known and furthermore the ability to optimize advertisement exposure electronically.

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

There has been an explosion of content, formats, delivery channels and, indeed, business models. Along with this has come the increasingly difficult task of managing the complexity of languages, legal, privacy, and cultural differences.

Article

In this event report, Australian academic Professor Byron Sharp considers the response to his influential book How Brands Grow, published in 2010, which aimed to bring scientific rigour and new evidential standards to understanding marketing effectiveness.

Article

This webinar focuses on how the science of behaviour change, in particular behavioural economics, can provide a common language for multi-disciplinary teams.

News

REDMOND, Washington: Microsoft is aiming to grab a bigger slice of the online advertising market for its msn.com news page and other sites by using data gathered from its Hotmail service.

Article

As the internet comes to TV sets across the globe, making Video on Demand (VOD) a reality, there will be new opportunities and considerations for advertisers.

Article

Innovation in digital technology is always able to outpace government regulation seeking to protect privacy or intellectual property.

Article

This article looks at iBeacon, a piece of technology that allows every device powered by Apple's latest iOS 7 operating system to transmit and receive unique signals via Bluetooth, across a distance spanning up to 150 feet.

News

NEW YORK: An alliance of US consumer and privacy groups has called on web advertisers to support a do-not-track pledge that will shield users' online habits from internet marketers.

Case Study

This case study explains how Petplan, the pet insurance company, relaunched its brand and moved the focus to online in order to increase its share of a difficult UK market.

Article

Attempts (by Google and others) to evolve media planning and buying into an open trading system (in which media buyers become “portfolio managers of their clients’ marketing budgets”) have largely failed in traditional, offline media, mainly because major media outlets – especially big television networks – do not want to make their advertising inventory available on exchanges and open trading systems.

Article

This report looks at how changes in the U.S. media industry in 2011 are impacting advertiser perceptions and priorities and how advertisers are adapting to an evolving media landscape.

Article

This essay argues that marketing should not lose sight of the human aspect of the consumer, that hyper-personalised marketing engages the uncanny valley, frightening people and making communications even more impersonal.
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