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News

NEW YORK: In the cluttered media world of the average consumer it can be difficult to achieve cut through, leading to a school of thought, across both traditional and digital media, that ‘less is more’ – for consumers and ...

Case Study

This case study shows how du, a telecommunications provider, launched its digital fasting campaign during Ramadan celebrations, to engage consumers in the UAE and increase brand equity.

Article

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

News

CANNES/NEW YORK: L'Oréal, the beauty group, has seen success with six-second video ads and believes it may even be able to communicate effective marketing messages in around half that time.

Article

This event report addresses how L'Oréal, the beauty group, has begun experimenting with short-form video ads lasting six seconds or less.

Case Study

This case study explains how Age UK, the British charity for older people, worked with a retail partner to create an emotional ad campaign to raise awareness of loneliness and increase donations.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Article

This article explains how using cinema in the media mix can help build brands and deliver impact and cost efficiency in today's cross-media landscape.

News

SAN FRANCISCO: Facebook is urging marketers to rethink how they go about creating and measuring mobile video ads because consumers only watch ads that grab their attention, reward their time and are immediately relevant.

Case Study

This case study describes how Indian drinks brand McDowell's No.1 piggy-backed the launch of cricket captain MS Dhoni's biopic to drive a multi-channel repositioning campaign for the brand.

Case Study

This case study describes how sports brand adidas Football used online episodic content in a global campaign to strengthen its association with the UEFA Champions League and appeal to an audience of young football fans.

Case Study

This case study describes how Nestlé used internet personalities in a multi-platform campaign to launch its Lion Wild cereal to teens and young adults in France.

Article

This article examines how brands should prepare for the end of TV as the pre-eminent brand-building medium, as TV viewing is disrupted by time-shifted and on-demand viewing.

Article

This article explains how brands can create video creative that is engaging and brand-centric in order to reward viewers with relevance or entertainment and prevent early skipping.

Article

This paper introduces Gemius AdReal, desktop and mobile technology available in markets across Europe which recognizes ads and produces data reports estimating Real Users.

Article

This article provides marketers with information and guidance about determining the optimal TV ad length.

Article

This paper explores the key points for the running of a successful rich media campaign and provides examples of case studies that have succeeded in creating compelling rich media content.

News

BRUSSELS: Video advertisers in Europe are choosing three main formats for their campaigns and PC/desktop continues to be the most popular device for serving video ads, a new report has revealed.

Article

This article advises on how brands can adapt television commercials (TVCs) to create effective and engaging mobile content.

Case Study

This case study describes how UK publisher Penguin Random House maximised a small budget to promote its crime author Tim Weaver, by creating a serial podcast called MISSING.

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

Article

This event report addresses the need for marketers, publishers agencies, ad-tech firms and other members of the digital media ecosystem to combat fraud, fake news and similar issues.

Research Paper

This paper examines the challenge for marketing research companies in overcoming consumers’ reluctance to participate in surveys in order to provide decision makers with quality data.