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News

SHANGHAI: As reports emerge of Google’s plans to re-enter China, some market experts aren’t optimistic about the company’s ability to crack the notoriously difficult market which is dominated by home-grown internet giants.

Article

Global strategies, campaign updates and trends in the home improvement retail category.

Article

This article offers a number of international examples on artificial intelligence adding value to the e-commerce customer experience, including app design, product discovery and chatbots.

News

LONDON: Print has seen an unexpected rise in advertising spend, while the latest Advertising Association/WARC Expenditure Report also finds that total UK adspend grew 5.9% to £5.7bn in Q1 2018, 1.3 percentage points (pp) ahead of forecast.

Article

Kantar Media, the research firm, believes that many pharma brands need to consider adapting their media strategies to better reach consumers.

Opinion

What lessons did we learn from World Cup 2018 marketing strategies, and how can their influence be harnessed to deliver winning campaigns? TVSquared’s Marlene Grimm investigates.

Article

The results of a major series of eye-opening studies about targeted online marketing were recently published, with significant implications for advertisers.

News

ZHONGSHAN, CHINA: Though the recent FIFA World Cup drew attention and ad-spend from some of the world’s biggest brands, it’s a little-known Chinese kitchen brand which is seeing huge buzz as a result of its unorthodox marketing strategy ...

Article

There is a trend for brands to bring more of their media buying activity in-house, but eBay is headed in the opposite direction as it leans more and more on its agency partner.

Data

An overview of out of home (OOH) advertising spend by format in Germany between 2016 and 2019.

News

GLOBAL: Consumers around the world will spend an average of 67 minutes a day watching online video this year, up from 56 minutes last year, according to new figures from Zenith, a shift that is altering how brands plan campaigns.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Article

TD Ameritrade, the brokerage and investment company, has taken numerous steps to help align its marketing with true business drivers.

Article

When Direct Line relaunched in 2012, the insurance business included a greater emphasis on the commercial role of the marketing function within the organisation.

Article

Uses various data sources to reveal search advertising’s trajectory for 2018.

Opinion

If the future of advertising lies in direct marketing, then that marketing must return to delivering content worth consuming, instead of an endless stream of sales messages based on previous purchases, Faris Yakob believes.

Article

The controversial issue of transparency between brand marketers and their advertising agencies appears to be at, or very near, a tipping point – but the journey has been slow and torturous.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

News

BRUSSELS: Central & Eastern Europe (CEE) has some of the fastest growing digital advertising markets in the region, but these are also the least mature and the most at risk from GDPR, according to an industry figure.

News

LONDON: An independent review into the state of high-quality journalism in the UK has released evidence that overall press industry revenues have declined by more than half over the past decade.

Article

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

Case Study

John Lewis, a department store, launched its Buster the Boxer Christmas ad in 2016 to create an emotional connection with the British public.

Case Study

Hangar 1, a vodka brand, successfully increased sales in the US by launching a PR and social media campaign around the creation of its new, sustainable product.

Case Study

Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.