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Article

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

Article

Comcast, the telecoms and media company, has built a successful business-to-business (B2B) division in large part through focusing on the customer experience.

News

GLOBAL: The rapid growth in connected TV (CTV) viewing around the world has not been matched by a comparable increase in addressable advertising because of a lack of scale and concerns around the accuracy and consistency of CTV measurement tools, ...

Article

Explains the current trends in the highly complex and fragmented landscape of connected TV and provides tips for brands tackling this area as its popularity increases.

Data

This report summarises the latest research from WARC's Data platform, with a focus on online video advertising. Key findings include: 

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.

Article

Addressable television advertising could become an especially powerful solution for brands in the pharma category.

News

NEW YORK: Traditional pay-TV companies should brace themselves for considerable revenue losses this year, as up to 5.4 million Americans indicate they will cut the cord in 2018, a new survey has revealed.

Article

Sir Martin Sorrell, ex-CEO of WPP, outlines why he’s so optimistic about the role of India in the international advertising industry and why he believes starting from a clean slate is an advantage.

Opinion

Ideal ideas are not original but variations of a form, marrying innovation and immediacy to different frameworks.

Gunn Report

Looks into which North American campaigns, along with the agencies that have worked on campaigns in this region, have performed best over the past year.

News

NEW YORK: Comcast, the media conglomerate, is making effective use of sophisticated targeting tools as a means of boosting its business-to-business (B2B) messaging aimed at advertising buyers.

Article

Comcast, the media conglomerate, has successfully adapted its ad-sales strategy to reflect exciting new opportunities for business-to-business marketing.

News

AUSTIN, TX: Comcast, the cable and broadcasting company, is generating extremely valuable consumer insights from the voice-activated remote controls that are now being used by many customers of its X1 service.

Article

Comcast, the media company, is exploring the power of voice technology through the use of remote controls that are activated using oral commands.

Opinion

The implementation of the time-based billing model – borrowed from law firms by agency leaders like David Ogilvy in the 1980s – was actually a giant step backward for the ad industry.

Article

The growth of the internet and the convergence of IT and advertising will slowly lead to marketing being conducted on small set of dominant design platforms.

Article

Explores the impact that experiential marketing can have and explains how both brands and agencies need to adapt and come up with new ways to engage today's college students.

Research Paper

Discusses the current state and the future of TV ad models in the US, exploring how we can improve programmatic TV advertising outcomes, and providing evidence of the predictive power of various pieces of the data picture.

Article

Surveys some ways in which market research organisations need to adapt their mindsets to stay relevant in the modern insight pipeline and data dispensation, as facilitated through technology.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

News

MIAMI, FL: “Restroom for All”, a campaign created by McCann New York for Mastercard, claimed best-in-show honours at the Association of National Advertisers’ (ANA) 2017 Multicultural Excellence Awards.

Opinion

"Restroom for All", a campaign created for Mastercard by McCann New York, walked off with best-in-show honors at the Association of National Advertisers' (ANA) 2017 Multicultural Excellence Awards.

Opinion

Studies suggest that likability is the key driver of advertising efficacy, outperforming all other measures as a predictive metric, so, argues Faris Yakob, why don’t more brands aim for being liked – a much more realistic goal than being loved.

Case Study

XFINITY, a cable and internet provider, increased its Hispanic cable subscribers by introducing a campaign in the US that reflected how bilinguals live their lives and showcased the Language Choice option on its new X1 system.