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Case Study

This case study explains how Fox Home Entertainment promoted its superhero film, Deadpool, globally through a viral social media campaign based around the promotional participation of its star and producer, Ryan Reynolds.

Opinion

The great houses of Westeros, from HBO’s Game of Thrones operate much like corporations. There are executives (lords), subsidiaries (vassal houses), and hostile takeovers (wars).

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Article

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

Article

This article argues that strategists, in spite of constantly talking about emotions, actually treat emotional communication rather crudely - only referencing one emotion, or only understanding them as a desired consumer response.

Article

This event report discusses how Keith Weed, CMO at Unilever, views brands that take a stand on issues and how he feels digital media buying needs to change.

Article

This article argues that marketers should beware using personalisation as they may alienate customers by trying to get too close.

Case Study

This case study explains how the Danish travel agent Spies Travel used a provocative online film and PR to increase sales.

News

CANNES: Oath, the new media company created from the merger of Yahoo and AOL, does not envisage taking on the internet giants head-to head, but instead intends to seek a "differentiated" relationship with consumers, its chief executive has said.

Case Study

This case study describes how hotel chain Marriott Europe created a start-up accelerator programme to refresh its image among younger, tech-savvy business travellers in western Europe.

Article

This article explains how FMCG marketers can best combine TV and social media, arguing that the most important thing is to start a conversation, keep it going and not hide if it becomes difficult.

News

BRUSSELS: Projects ranging from cross-channel measurement to optimising cross-media execution have been recognised by the 2017 IAB Europe Research Awards, which has honoured winners in eight categories.

Article

This article provides marketers with information and guidance about determining the optimal TV ad length.

News

LONDON: Advertisers and publishers believe that immersive technologies such as AR and VR will become one of the best revenue streams over the next year, contributing to the rise of digital video across the world, a new study finds.

News

BRUSSELS: Video advertisers in Europe are choosing three main formats for their campaigns and PC/desktop continues to be the most popular device for serving video ads, a new report has revealed.

Article

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

Article

This event report outlines research conducted by AOL, the media group, regarding how to improve consumer engagement with digital video ads.

Research Paper

This article provides an excerpt from a best practice study, commissioned by CIMM to identify the best and worst practices and provide frameworks and guidelines that brands could apply when conducting cross-device and cross-platform exercises in consumer matching.

Article

This article warns against marketers becoming trapped in their own advertising "bubble", where they don't listen to opinion or consensus outside their own groups.

News

NEW YORK: Even though Snapchat has more than 150m users and recently listed with a market valuation of $25bn, it seems advertisers prefer to allocate their budgets to Instagram by some distance.

Article

This article explains the challenges that B-to-B marketers face when using programmatic advertising and how new technologies are beginning to overcome them.

Article

This event report outlines how Discovery Communications, the media group, is leveraging virtual reality (VR).

News

HOLLYWOOD, FL: Verizon believes a growing suite of content assets can help it become an increasingly meaningful player in a digital advertising ecosystem now largely dominated by Facebook and Google.

Article

This event report outlines how Verizon, the communications group, is building its content presence across multiple categories.

News

LONDON: Mobile is on course to become the most popular screen for viewing videos in the UK, according to a new report that found video-viewing on smartphones is already on a par with desktops or laptops.