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Case Study

The Egyptian Tourism Authority used market-specific communication with experience-led messages to increase the volume of inbound tourism from ancillary markets.

News

TOKYO: Branded content is an opportunity for media owners when the reputation of the publication itself and content quality are top of mind for readers, according to research by the Financial Times.

Case Study

State Street Global Advisors, an investment firm, sparked a conversation on women's equality issues in the US with the statue of a girl confronting Wall Street's Charging Bull.

Article

Branded content is an opportunity for media owners, with platform specific content and quality top of mind for consumers according to new research by Financial Times.

Case Study

Cosmetics company L'Oréal used a four-stage campaign in India to allay fears among women about the negative effects of hair colouring products.

Article

This article looks at context in advertising, a topic which has had much interest yet still has significant gaps in scholarship, as part of the ARF’s ongoing How Advertising Works initiative.

Case Study

Car manufacturer Chevrolet used a content-led strategy to explain the benefits of its OnStar telematics system and appeal to car buyers in Mexico.

Case Study

Deutsche Post DHL Group, a German postal and international courier service, launched an outreach campaign to establish itself as an ambassador of globalisation and contribute to an objective debate on the issue.

Case Study

Indian Motorcycle, a motor brand, increased its market share in the US by challenging motorcross legend Carey Hart to get a tattoo with ink made from his motorbike.

Case Study

OPR Finance, a corporate loans company, launched a digital native storytelling campaign in Denmark to raise brand awareness and stand out in the market.

Research Paper

This study examines how brand placement in editorial content (i.e., whether a sponsoring brand is mentioned in editorial content) affects consumers’ responses to native advertising and whether the effect is moderated by either high or low quality of editorial content.

Case Study

Smart Energy GB, the independent voice of Britain's smart meter rollout, conquered 21- to 28-year-olds' energy indifference using an innovative content series.

News

SAN DIEGO: A combined total of 90% of Amazon shoppers either don’t notice ads on the e-commerce site or find them useful and relevant, according to a new study which describes the outcome as native advertising in “its best form”.

News

NEW YORK: Marketing researchers are yet to provide measurement standards that fully demonstrate the efficacy of branded content across TV and digital, according to a paper in the Journal of Advertising Research (JAR).

Case Study

DuPont, a fertiliser brand, provided information for farmers and growers by creating two localised landing pages and promoting them through a multi-media campaign in the US.

Case Study

American insurance provider AARP partnered with Time Inc and used influencers to communicate its brand values and shake off its image as being only for retirees.

Article

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.

Article

UBS, the Swiss bank which operates globally as both an investment bank and as the manager of incredible wealth portfolios, has shifted away from traditional marketing communications to embrace content marketing across digital channels.

Case Study

Dell Japan maximised the benefits of its IT solutions providing valuable information about workforce transformation.

News

LONDON: As marketers come under constant pressure to deliver ROI while doing “more with less”, a leading brand strategy consultant has outlined four ways by which this can be achieved.

Article

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.

Article

Details how eBay, the ecommerce site, used podcasts to engage with an audience of youthful entrepreneurs and small-business owners.

Article

BuzzFeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.

News

SYDNEY: Content marketing and native advertising are becoming more popular as “top of the funnel” strategy, but more education is needed to boost the medium, according to print media executives.

News

SAN FRANCISCO: In recent years, publishers have rushed to create video content that they can monetise using pre-roll ads, but such an approach is short-sighted according to Bleacher Report, which sees its video future being driven by sponsorships ...