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News

SHANGHAI: China’s Gen Z will represent 40% of the country’s consumers by 2020 – but marketing to them requires a savvy digital and social media strategy, according to a senior agency executive.

Research Paper

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

Article

This article examines the need for new measurement systems to keep pace with the changing environment, as advertising clutter becomes a major concern.

Article

Advertisers need to move away from duration-based measures of attention and adopt a practical, three-step framework that can measure it more effectively.

Research Paper

This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children’s responses to advertising, but research on these influences is scarce and underdeveloped.

Opinion

According to some research, the average human attention span is now eight seconds, less than that of the goldfish with nine.

Case Study

Lamb, a meat brand by Meat & Livestock Australia (MLA), transformed a business experiencing five years of flat-line sales with the You Never Lamb Alone campaign.

News

JERSEY CITY, NJ: Six-second television ads offer a concentrated branding opportunity for marketers, according to a study by Turner, the media company, and Nielsen Consumer Neuroscience, the research firm.

Article

Paramount Home Media Distribution, a unit of Paramount Pictures, has been required to adapt as the contours of movie marketing change.

News

JERSEY CITY: Six-second television spots are viable – and powerful – tools of audience engagement, according to new analysis from the Advertising Research Foundation (ARF), the industry body.

Article

Turner Broadcasting Co., the media group, and Nielsen, the research firm, partnered to assess the effectiveness of six-second ads.

Research Paper

Probability-based sampling is the gold standard for general population surveys. However, when interested in more specific populations (e.g., consumers of a particular brand), a lot of research uses data from non-probability-based online panels.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Audi USA, the automaker, partnered with Reddit on “Think Faster”, a content series that entertained the service’s users in an authentic, platform-appropriate way.

Article

A study by the Advertising Research Foundation (ARF) and TVision indicates that six-second ads have considerable potential for brands.

Article

Diageo, the alcoholic drinks manufacturer, has enhanced its marketing effectiveness through building a tool called “Marketing Catalyst”.

Case Study

Infiniti, the premium brand extension of Japanese auto manufacturer Nissan, used a mix of digital, radio and OOH to revive interest in a historically successful offer in the UAE.

Article

Details the results of a study into the emotional response of different video ads on our mobile devices and its connection to advertising effectiveness.

News

GLOBAL: More and more advertisers are turning to short-form video – under 10 seconds – in recognition of the need for less intrusive ad formats that are respectful of viewers’ time and sensitive to the context in which the ad is ...

Article

Explains how short-form video presents marketers with the opportunity to engage viewers in a less intrusive way that can improve people's experience of online advertising.

Case Study

ActivKids Immuno Boosters, a nutrition supplement, used content and social media to build a parenting community and increase sales in India.

Research Paper

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.

Article

Reveals the strong correlation between ads that achieve a minimum attention threshold and sales conversions and expands on how size of ad, type of website and user experience all have a part to play in the impact on attention to advertising.

Article

New research from Kantar indicates that even in a multi-screen world, it’s TV – which remains popular and influential - that can enhance the digital media experience.

Article

Mobile first, video length and “silent” films are key for B2B video engagement in Asia-Pacific, according to professional networking platform LinkedIn.