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Case Study

Sports-themed food-and-drink brand Gatorade joined forces with digital media and entertainment company Refinery29 to target teen female athletes in the US with a digital and social media campaign.

Article

Global strategies, campaign updates and trends in content marketing.

Article

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.

Article

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

Article

Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

Article

This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.

News

In an age of digital, stay-at-home entertainment, many are surprised that it is theme parks that are the big growth area for Disney.

Article

Neuro-Insight found a new approach to planning and creative, which uses neuroscience principles tounderstand and harness the impact of sound, in order to boost campaign effectiveness in a changing media landscape.

Article

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Article

The average American still spends a lot of time watching live TV – advertisers' target viewers are in fact sticking with live television, and view video and TV online far less often than assumed.

Research Paper

This article is concerned with qualitative descriptions of the morphological structure of Twitter interaction network topologies.

Article

Northwestern Mutual, the financial-services provider, has sought to differentiate its brand from the sea of sameness that typically defines its category.

News

Podcasts are emerging as an extremely powerful tool for building brands, according to Randall Rothenberg, president/chief executive officer of the Interactive Advertising Bureau (IAB).

Article

Podcasts represent an increasingly powerful advertising opportunity for brands, according to Randall Rothenberg, president/chief executive officer at the Interactive Advertising Bureau (IAB).

Article

Dr Pepper, the soft drinks brand, is leveraging the power of eSports to connect with young consumers around a deep passion point.

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

Electronic Arts, the gaming company, is using eSports to build its Madden football brand in various ways.

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

Paramount Home Media Distribution, a unit of Paramount Pictures, has been required to adapt as the contours of movie marketing change.

Article

A study by the Advertising Research Foundation (ARF) and TVision indicates that six-second ads have considerable potential for brands.

Article

Outlines the importance of brand story and explains why a planning discipline that defines a brand in order to guide what it makes, beyond what it says, is increasingly valuable.

Case Study

Budweiser, a beer brand owned by AB InBev, increased its share of market in Brazil by helping basketball player, Oscar Schmidt, to be drafted into the NBA All Star Weekend.

Case Study

Archer, a small home care company for men, increased sales in the US by creating the biggest sports sponsorship deal of all time with Windy City Thunderbolts pitcher Clay Chapman.

Article

Discusses the idea of 'Cloudburst', the collision of dominant systems in information, commerce, devices and communication, and what marketers need to do in order to battle it.

Case Study

Minnesota Timberwolves, an American professional basketball team, introduced its new era of basketball and encouraged fan support by revealing a new logo exclusively at its last game of the season.