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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.

Case Study

This case study shows how The Mick, Fox's new TV series, made its debut in the US by creating an engaging campaign that invited parents and fans to share their parenting stories.

News

NEW YORK: US viewers have consumed a record volume of TV news in the first 15 weeks of this year, a new study has found.

News

NEW YORK: Average ad loads on national television have been creeping upwards, new research has said, averaging 10.9 minutes per hour during December.

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.

Research Paper

This paper explores the application of machine learning for acquiring TV shows, the secondary content that channels use to supplement original programming.

News

NEW YORK: Despite a strong showing over the summer, overall TV adspend in the US declined -5.8% year-on-year in September and broadcast TV witnessed a particularly steep fall of -13.2%, a new industry report has revealed.

Article

The article explores how the Ultimate Fighting Championship (UFC), one of the world’s most lucrative sports leagues, is using marketing to millennials with content marketing and OTT services, and how the brand is localizing its experience in South East Asia.

Research Paper

This paper explores the findings from the BBC World Service's research into becoming relevant for the global youth, which reveals that a global strategy involves an understanding of the local level.

News

NEW YORK: Facebook is to offer its publishing partners Nielsen metrics comparable to those for TV – while another television network has opted to offer advertisers the opportunity to buy audiences outside traditional Nielsen metrics.

Research Paper

The purpose of the current study was to develop a scale to measure the consumer's engagement with brand-related social-media content, based on three dimensions established in the framework of an earlier theoretical construct, "Consumer's Online Brand-Related Activities" (Muntinga, Moorman, and Smit, 2011).

Article

This event report addresses how Dish, the satellite-service provider, is dealing with the issue of online ad blocking.

Article

This article explores ways to engage sports fans through opportunities presented by the inherent sociability, live TV, eSports, and expansion.

Article

This article supplements the IAB's Native Advertising Playbook, adding deeper detail on in-feed ad units, specifically the consumer's first experience or ad discovery with the paid content distribution ad.

Research Paper

Buyers in search of new neuromarketing methods that potentially can predict advertising effectiveness face a daunting process.

Research Paper

Many previous studies on attention have ignored the eye-catching potential of 'direct context'—the entire promotional and editorial content an observer can view at the same time—in print media.

Case Study

The case study describes how NBC Sports TV Network increased audience numbers for Barclays Premier League (BPL) games in the United States by encouraging football fans to 'adopt a club'.

Research Paper

Digital communication encourages individuals and marketers to share information easily and spread electronic word of mouth (e-WOM).

Article

This article discusses changes in China's media landscape, as it becomes slightly more open to global brands.

News

NEW YORK: Marketers often hear about the impact of digital offerings such as Twitter and Instagram in terms of numbers, but brand guardians can also now move away from volume and start assessing the value of such social-media engagement.

Research Paper

The combined effect of using television and social media simultaneously has created an opportunity to influence a large - hitherto not well-understood - group: the "earned audience." The current research is believed to be the first to explore the value (as opposed to volume) of the "earned audience" (users exposed to Tweets about television programs and their sponsors) on the Twitter platform.

Article

This article, taken from the Warc Toolkit 2015, sets out five key strategies for social media marketing, outlines how social is changing and identifies emerging opportunities.

Case Study

This case study describes how Australian TV provider Foxtel created the Foxtel Alert Shirt, which turned professional sport from something you watch into something you're physically involved in.

Research Paper

The aim of this study was to investigate the effects of violent TV programmes on the effectiveness of advertising aimed at children.

Research Paper

Comedic-violence - violence depicted humorously - in advertising is growing and seems to be making a connection with certain audiences.