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News

SYDNEY: Younger Australians are turning away from watching sport, choosing instead to tune into streaming video services for regular doses of comedy, action and sci-fi, according to research conducted by Ampere Analysis.

Article

The Australian TV industry is undergoing major changes, especially as millennials move away from sport and news into time-shifted viewing and streaming online.

News

AUSTIN, TX: HBO, the cable network, is using experiential marketing to drive “quality impressions” and expand on its broadcast content in compelling ways.

Article

IBM, the technology company, believes that "business-to-individual" marketing can help it reach key decision-makers in ways that move beyond more traditional forms of business-to-business messaging.

Gunn Report

Contains the creative for the 'Beyond Money' campaign for Santander Bank Smart 1|2|3 Account by the agency MRM//McCann in Spain.

Article

Disney, the entertainment giant, is tapping a diverse range of digital channels as it expands the storytelling options available to its brands.

Case Study

Watsons Malaysia, a health and beauty care brand, launched a new app that allowed for a simpler and quicker way to purchase, while also collecting consumer data and increasing brand awareness.

Case Study

The BBC, the UK national broadcaster, used a mobile sidekick ad unit to advertise its Dr Who television series to young British gaming and technology enthusiasts.

Case Study

Resident Evil, a game series, partnered with media channel Gameloft to create an interactive video so fans in Turkey would watch and fully focus on the video before the game.

Case Study

This case study details how Resident Evil, a Warner Bros action-horror film series, partnered with Gameloft to use its interactive video ad model for the first time in Turkey to transform its trailer into a video game.

Article

Examines the rise in popularity of podcasting and provides advice for marketers on if, and how, they should adopt the medium.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Case Study

This case study explores how Deadpool, a 2016 Fantasy/Sci-Fi film, differentiated itself from the many other comic book action movies in the US.

Research Paper

This paper explores the different types of TV audiences in Latin America and attempts to identify any changes in TV consumption within the region, using both quantitative and qualitative approaches.

Case Study

This case study describes how UK broadcaster Channel 4 launched Humans, a new TV series about artificial intelligence and synthetic humans, using TV, online retail, digital and a bricks-and-mortar store.

Case Study

This case study describes how 5 Gum, a youth chewing gum brand in the USA, turned its packaging into a game of Truth or Dare to re-engage its core consumer.

Case Study

This case study details the launch of Halo 5: Guardians, the flagship Xbox game, that re-energised a 14-year old brand by turning the original Halo narrative on its head.

Article

This article uses consumer research in the UK to demonstrate how tech brands can use content marketing to reduce customer churn, improve brand perception and build trust.

Case Study

This case study explains how Warner Bros, the film company, launched The LEGO Movie in the UK by re-creating a whole ad break in LEGO.

Article

This article argues that advertisers need to make better use of data and technology to deliver content to people in the right context and build personal connections.

Research Paper

This paper argues that using biometrics to test emotional response to ads can predict success, based on research from Latin America.

Case Study

This campaign promoted the new Samsung Galaxy smartphone through an innovative live event that was filmed and then distributed via online video.

Research Paper

This case study shows how a new implicit and metaphorical approach to research gave eBay, the online auction platform, a powerful commercial insight impossible through direct questioning.

Case Study

This case study describes an international marketing partnership between Intel, the computer chip manufacturer, and Toshiba, the electronics company, to target millennials with a series of social films.

Case Study

This article explains how a Paralympics campaign by Channel 4, the UK television channel, was made successful by its research foundation.