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Research Paper

An experiment for Heineken, the beer brand, found that interacting with consumers using WhatsApp or chatbots provides better discussion than traditional forums and valuable insights for qualitative research.

Case Study

Durex, the condom brand, increased usage among young people in India by launching a more discreet product.

Case Study

Johnson's Baby, the personal care brand, launched a new shampoo for kids aged 2-10 in India, using digital and social media ads.

Case Study

Volkswagen launched its new Ameo car model in India with an emotional campaign that appealed to young first-time car buyers with a coming of age story.

Opinion

Recent research shows that TV sponsorships drive long term brand awareness and account for 5% of TV ad spend since 2010.

Case Study

John Lewis Insurance, the insurance branch of the UK retail brand, delivered impressive sales results with a campaign featuring a child ballerina twirling in her home.

Case Study

Knorr, a packaged foods brand, successfully increased sales and brand awareness in the UK, by tapping into millennials' relationship with food.

Case Study

KFC, a fast food brand, used long-form video to win back 16-24 year olds globally with its YouTube video series 'Around the world in 99 gigs'.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Article

This article explores the future of TV and video content over the next five years, based on industry expert interviews, primary GroupM research and secondary research within the UK.

Article

This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.

Article

Procter & Gamble, the FMCG manufacturer, is refining its advertising strategy to reflect changing consumer habits and eliminate sources of waste.

Research Paper

Giving free game items to mobile users through in-app reward advertisements could generate a sampling effect and increase the probability of users making in-app purchases.

Case Study

Coors Light, a beer brand, reached millennials in the US by collaborating with Snapchat to produce ads on the first ever snap from the Summit of Mount Everest.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Research Paper

This paper explains why ambitious market researchers should embrace the principles of comedy in order for brands successfully to convey truth.

Research Paper

This paper explains how Northstar, a research agency, and Jaguar Land Rover (JLR), the automotive company, used pop culture as an innovative qualitative research methodology and re-imagined how to execute and disseminate target customer insight in the US, UK and Germany.

News

NEW YORK/COLOGNE: GroupM’s Rob Norman has added his voice to the growing buzz around the role that blockchain technology could play in increasing transparency in digital advertising, predicting it will be one of the “new words” at ...

Article

This article explores the rise of blockchain technology, originally created to underpin digital currencies like Bitcoin and now mooted as a means to rid the digital advertising industry of its ongoing fraud and transparency crises.

News

NEW YORK: YouTube and Facebook have been trying out six-second ads for some time, but now the Fox TV network is poised to launch its first use of the format during National Football League (NFL) games this autumn.

Research Paper

This article examines the clear evidence from industry research that shows the restriction of 50% of pixels on-screen for only two seconds leads to a reduced ability to influence.

Case Study

This case study shows how Meat and Livestock Australia overcame the challenge of a divisive Australia Day by using the brand Lamb, which represents unity, to make Australia Day a celebration for all Australians.

Case Study

This case study looks at how Meat & Livestock Australia's brand 'Lamb' transformed a business experiencing five years of flat-line sales with the 'You Never Lamb Alone' campaign.

Case Study

This case study shows how Vodka Cruiser, a Ready to Drink brand, went from being a brand that Australian millennials thought was uncool to one that they'd like to be seen with through a chat show streamed weekly on Facebook Live.

News

OAKLAND, CA: Audio advertising could be set to follow the path of video advertising and shift away from the standard 30-second format to shorter ad lengths, ongoing research from Pandora suggests.