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Opinion

It’s hard to believe it was only 20 years ago since the UK launched its fifth TV channel with a little help from the Spice Girls.

Article

This article examines how brands can create communications earlier in the purchase journey - before the competitive active stage - by using data signals to identify the pre-triggers for purchase, illustrated by case studies from the banking and finance sectors.

Article

This article examines the rise of online video and on-demand services, cutting across traditional TV audiences, though TV has retained its position as the dominant awareness-raising medium.

Opinion

The news that Facebook is developing an app that will let its users easily watch video from the site on their smart TVs should not come as much of a surprise.

News

NEW YORK: Advertising expenditure at this year's Super Bowl is expected to top the total spend during the whole of the 1960s, '70s and '80s, according to a new analysis by Advertising Age.

Article

This 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.

Research Paper

This article details research by Thinkbox, a body that represents TV as an advertising medium in the UK, and the media agency MediaCom into consumer responses to TV advertising, particularly investigating how communication works in the minutes, days, weeks and years post exposure.

Case Study

This case study describes how German car manufacturer Opel, used red button technology for the first time to launch its Corsa model.

Case Study

This case study describes how Butlin's, a heritage holiday company in the UK, created new packages to attract fresh clients and accelerate growth.

Case Study

This case study describes how Foxtel, Australia's leading pay television company, reduced the price of its starter pack to kickstart growth.

Case Study

This case study shows how Plusnet, a broadband service provider, used a brand building campaign to set itself apart in a cut-throat, competitive UK market.

Case Study

This case study shows how Direct Line, an insurance provider in the UK, took inspiration from a Hollywood character to refine its brand purpose.

Case Study

This case study shows how Save the Children, a UK charity for the protection of children, increased its audience and funding by promoting a Christmas Jumper nationwide event.

Article

This report discusses Marketing in the Digital Age, a new work looking into the causes of marketing effectiveness from Les Binet and Peter Field.

Case Study

This case study describes how Genesis Energy, an energy company in New Zealand, won over new customers by giving them a holiday from paying their first bill.

Case Study

This case study describes how Bord Gais Energy (BGE) successfully moved from a state sector monopoly to a private sector company in the hyper-competitive Irish energy market by using marketing and advertising as a strategic business tool.

Case Study

This case study details how GE, the US electrical industry conglomerate, used a fictional celebrity to advertise its Link connected LED light bulb.

Case Study

This case study details a campaign from DIRECTV, a US satellite TV provider, that brought to life their superiority over the competition in a funny, human articulation of a cable customer.

News

LONDON: Direct response TV (DRTV) advertisers should consider moving more of their budgets to later dayparts in order to take advantage of typical TV-watching habits, a leading industry figure has said.

Article

This article argues that direct response TV (DRTV) advertisers should consider moving more of their budgets to later – peak time – dayparts to take advantage of modern consumer TV habits.

Article

This article explains how marketers can best adapt their strategies to appeal to the 50+ consumer, a growing demographic.

Article

This event report outlines how ADT, the security brand, adapted its strategy and business model in order to translate its traditional category leadership into the connected home.

Article

This article explains how to market to your existing customer base for customer acquisition through cross-selling and member get member (MGM).

Article

This article provides an overview of the KPIs for customer acquisition and how they drive business profitability.

Article

This article explains how to use DRTV in customer acquisition.