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Article

Marketing researchers must strive to enhance the emerging slate of digital tools at their disposal while also retaining the most valuable techniques from the industry's past.

Article

Social media platforms are enacting major changes to the organisation of personal and professional posts due to scrutiny from lawmakers, concerned health experts and anxious advertisers.

Article

To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.

Article

Explores some of AppNexus' observations surrounding viral content and the current state of ad fraud throughout digital media, offering recommendations to publishers, advertisers and internet users.

Article

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

Article

Prudential, the financial-services provider, has leveraged an influencer strategy as it seeks to engage consumers in new ways.

News

NEW YORK: ESPN’s sales pitch to advertisers is no longer so much about the sport as about the audience – and a female audience in particular – as new data revises some long-held assumptions.

Article

This article explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

News

LOS ANGELES, CA: As Netflix pulls ahead in the battle for viewers, Disney’s acquisition of 21 st Century Fox’s media assets could see it take control of rival service Hulu, but the struggle to win subscribers could be immense.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

News

MENLO PARK, CA.: Facebook has demonstrated its interest in streaming live sports following an unsuccessful $600m bid for the rights to broadcast cricket matches in India, as the social network interviews candidates for a sports rights negotiator.

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

YouGov used connected data to discover success factors of mobile apps in the US and predict what apps will be popular in 2018, based on its findings.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

News

NEW YORK: ESPN, the sports network, is tapping in-depth research about out-of-home viewing to holistically serve its audience, and in a bid to unlock valuable knowledge for advertisers.

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.

Article

ESPN, the sports broadcaster, has made significant progress in measuring the out-of-home viewing audience for its content.

Case Study

Premier Futsal, a new football league, was launched in India with an integrated media campaign featuring celebrities.

Case Study

Gatorade, a sports drink brand, engaged millennials in the US by creating an interactive ad game on Snapchat to help increase purchase intent and relevance.

Case Study

Vivo, the largest telecommunications company in Brazil, generated awareness for Vivo Fibra, its broadband product, by creating branded content and promoting it across social networks.

Case Study

Foxtel, a television company, increased the number of viewers by using a famous Sports anchor as the face of its new traditional and mobile media communications strategy in Australia.

Article

This article examines the correct use of mobile advertising metrics and how they can help advertisers rethink their cross-platform campaigns.

Case Study

ESPN, a sports television channel, created a mobile ad unit in the US to connect with people who were on the fence about watching the NBA playoffs and finals.

News

TOKYO: In a bid to raise its global profile, Japanese e-commerce company Rakuten is splashing heavily on overseas sports teams as it capitalises on the NBA’s introduction of jersey sponsorships.

Article

This 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.