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Article

Provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.

Article

The Super Bowl hardly needs a marketing push, but the annual Army v Navy game requires broadcaster CBS to find a narrative that will attract different audiences.

Case Study

Flonase, an allergy medicine, capitalised on a historic baseball moment to tell a compelling story and increase its category share position from fourth to third.

Case Study

Colgate, a brand of oral hygiene products, released an AI-connected electronic toothbrush in North America to engage consumers who like to be connected and gain a greater understanding of oral hygiene habits.

Research Paper

Companies have been increasing their investments in digital-video advertising at the expense of television advertising.

Article

This article examines the need for new measurement systems to keep pace with the changing environment, as advertising clutter becomes a major concern.

Article

The National Football League (NFL) is using eSports as a means to reach multiple audiences thanks to a partnership with Electronic Arts, the gaming company.

Article

NBCUniversal, the media company owned by Comcast, has built out a wide range of capabilities to help it compete with newer entrants into the advertising space.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Case Study

The Ad Council, an American nonprofit organization, created an ad that was a real-time prediabetes test in order to raise awareness of the condition in the US.

Case Study

The New York Times (NYT), a news publication, increased subscriptions in the US by launching a campaign that showcased its commitment to truthful reporting.

Opinion

Ken Auletta’s new  book about the challenges facing the advertising industry was published this week.

Article

This article looks at context in advertising, a topic which has had much interest yet still has significant gaps in scholarship, as part of the ARF’s ongoing How Advertising Works initiative.

News

DETROIT: American consumers are far more satisfied with streaming services, such as Netflix and Amazon Prime Video, than they are with traditional cable and satellite TV providers, a new survey has revealed.

Case Study

Gatorade, a manufacturer of sports-themed beverage and food products, launched the Jimmie Johnson Gatorade Dunk campaign in the US.

News

LANFORD, ILL: The ratings success of Roseanne, the blue-collar sitcom starting Roseanne Barr revived after 20 years, is partly due to a decision to stick with broadcast television which has ensured the greatest possible reach.

Case Study

P&G, a multi-national consumer goods corporation, launched its My Black is Beautiful (MBIB) community-building program in the US by creating a short film that highlights conversations that black parents have to have with their children about bias.

Opinion

Some of the biggest sporting events in the world are losing traditional TV viewers. Ahead of this summer’s World Cup, brands are having to think differently when it comes to sports marketing, says Joe Weston, Director of We Are Social Sport.

Article

Marketing researchers must be willing to take more risks as they look to cement their place in a rapidly-changing ecosystem.

Opinion

An agency's sudden bankruptcy 46 years ago set off a chain of disruption that completely overturned the media protocol.

Case Study

P&G, a multi-national consumer goods corporation, relaunched its My Black is Beautiful (MBIB) community-building program by creating a short film that highlights conversations that black parents have to have with their children about bias.

Opinion

The Super Bowl is one of the most expensive places to advertise, giving brands access to an experience shared across America.

Article

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

News

NEW YORK: Facebook’s fledgling Watch video platform is expected to show clips from the “Late Late Show with James Corden” later today, having secured a deal with CBS, which usually distributes clips on YouTube and its own online ...

Article

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.