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News

NEW DELHI: The number of regional advertisers in India is growing steadily and media agency figures expected them to contribute significantly to advertising expenditure during the forthcoming festive season.

Case Study

This case study shows how du, a telecommunications provider, changed consumers' habits about oversharing information on social media, thus increasing brand trust, in the UAE.

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.

Case Study

This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.

News

CINCINNATI, OH: Procter & Gamble, the fast-moving consumer goods manufacturer, cut its digital advertising spend in the last quarter as a result of concerns over brand safety and bot fraud.

News

LONDON: UK advertising spend grew for its 15 th consecutive quarter, with Q1 2017 recording a 1.3% year-on-year increase to reach £5,318m.

Article

This article explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

Article

This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.

Opinion

In light of the UK Advertising Standards Authority’s proposed tougher regulation of campaigns featuring harmful gender stereotypes, System1’s Tom Ewing suggests that the impact will lead to better advertising, but warns that bad ads could still come through other channels.

Article

This event report outlines how Watson, IBM's cognitive-computing platform, can help enhance various aspects of marketing.

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.

Article

This article provides a best practice guide for advertisers to ensure their digital advertising is based on the right contracts and sufficient data to guarantee media transparency and brand safety – that is, their ads appear in an appropriate online context that does not damage brand reputation.

Article

This event report outlines how PepisCo, the fast moving consumer goods company, deepened its understanding of how advertising impacts the digital audience.

Article

This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

Article

This event report outlines how JPMorgan Chase & Co., the financial-services company, is seeking to protect its brand in an increasingly complex digital ecosystem.

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.

Article

This event report discusses how Keith Weed, CMO at Unilever, views brands that take a stand on issues and how he feels digital media buying needs to change.

Article

This article examines how to maximise digital ad effectiveness, and the various factors marketers have to take into account when creating digital display and video.

Opinion

Dave King, MD at Exterion Media, argues that digital transformation will affect all areas of a business, requiring a clear vision of how that will play out across all teams in the organisation, and how it will help to improve the experience of the customer.

News

NEW YORK: Advertising spend in North America is forecast to increase by 3.6% in 2017 and 4.0% in 2018 to reach $230bn, according to new figures from Dentsu Aegis Network.

Case Study

This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.

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.

Article

This article looks at how brands can make a big success, while having a small budget, and what lessons can be learned from successful brands in this area.

Article

This article provides marketers with information about how to balance long-term and short-term strategies.