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Opinion

There’s not just an ethical reason, but also a growing commercial imperative for brands to assume a people-first approach and stop using stereotypes in their advertising, says Sally McLaren, director at Sense.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

News

NEW DELHI: Three weeks after the majority of McDonald's restaurants in New Delhi shut because their operating licenses had been allowed to expire, the city’s consumers are unconcerned and have moved on to one of the many other choices ...

Article

This article provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

News

LONDON: Channel 4, the UK broadcaster, was forced to dip into its content reserves last year in order to protect creative programming as income from TV advertising declined in the wake of the EU referendum.

News

NEW YORK: Media and social brands, including Fox News, MSNBC, Twitter and Instagram, feature for the first time in a list of America's Top 50 Most Patriotic Brands.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Article

This article argues that marketers should beware using personalisation as they may alienate customers by trying to get too close.

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.

Case Study

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

Case Study

This case study shows how Axe, a male grooming brand, successfully launched a hair-styling range in the US by rearranging a famous James Blunt song.

Research Paper

This report details the findings of a study by the ANA and White Ops into bot fraud in the digital advertising ecosystem and gives recommendations on best practices for detection and prevention.

Article

This article provides various tips for tackling bot fraud, based on a study from the Association of National Advertisers (ANA) and White Ops.

Case Study

This case study shows how John Lewis, a UK retailer, successfully consolidated its advertising's status by launching a series of iconic Christmas campaigns.

News

LONDON: Emotional validation is a key reason why British social media users post and share, according to new research which shows that interactions with a post provoke feelings of engagement, happiness, and acceptance.

News

WASHINGTON DC: Three-quarters (75%) of Americans expect digital platforms, such as Google, Facebook and Twitter, to do more to keep the internet safe and trustworthy, a new survey has revealed.

Article

This article highlights how improving product and service innovation can better the customer experience.

Article

This article provides marketers with information and guidance about luxury brand advertising.

Article

This event report addresses how the Coca-Cola Co. has developed an online research library to help its marketers make better brand decisions.

Article

This article argues that the most successful media strategy for retailers takes into account the nuances between TV and social media platforms in order to produce fit-for-purpose content that customers truly want.

News

LONDON: As voters in the UK prepare to go to the polls on June 8th, there is fresh evidence of a backlash against "fake news" on social media sites with as many as 15m adults reporting that they're twice as likely to visit mainstream newspaper ...

News

BRUSSELS: Projects ranging from cross-channel measurement to optimising cross-media execution have been recognised by the 2017 IAB Europe Research Awards, which has honoured winners in eight categories.

News

LONDON: The shopping experience at Argos is undergoing a transformation under new ownership, and the UK retailer aims to achieve a similarly dramatic shift in consumer perceptions with its latest advertising.

Article

This article reveals how Argos, the UK retailer, emphasised its competitive advantage of same day delivery on over 20,000 products through a series of 80 targeted ads across TV, digital, social and in-store.