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).
MANCHESTER: Amazon is making its first foray into the globally popular and lucrative English football market with plans to produce a behind-the-scenes TV series following Manchester City FC through its 2017-18 season.
HANGZHOU: Alibaba, the Chinese e-commerce giant, kicked off its annual 11.11 sales event with a “See Now, Buy Now” multichannel fashion show earlier this week, and the company’s Chief Marketing Officer sees the promotion as the ...
CUPERTINO, CA: Rumours of Apple’s entry to Hollywood received credence yesterday, as reports surfaced that the company had set aside roughly $1 billion to procure and produce original video content over the next year.
CANNES/NEW YORK: AB InBev, the US beer-brewing conglomerate, is shifting the focus from advertising through interruptions toward creating content that will attract people by pitching series ideas to channels and creating spectacles that people will ...
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how Metro Trains Melbourne, an Australian railway-operating brand, increased consumer awareness about railway safety by creating a mobile gaming app derived from its previous 'Dumb ways to die' campaign.
WASHINGTON DC: Celebrities and other influencers who post content on Instagram have been warned by US regulators that they must fully reveal their relationship when they promote products on behalf of brands.
Eleanor Thornton-Firkin and Leah McTiernan, Research on WARC, Ipsos Connect, March 2017
This paper explores how to create successful branded content, using the example of multinational retailer Wal-Mart which created branded entertainment films for its sponsorship of the Academy Awards in the United States.