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Case Study

This case study describes how telecoms brand STC used a TV and digital strategy to become an entertainment provider to appeal to young people in Saudi Arabia.

Research Paper

To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.

Case Study

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.

Case Study

This case study shows how Extra, a gum brand, successfully increased sales and brand engagement in the US by making emotional storytelling its marketing focus.

Article

This article introduces the Admap Prize 2017, which answered the question of how best to use TV and social media.

Article

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.

Research Paper

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.

Case Study

This case study describes how UK publisher Penguin Random House maximised a small budget to promote its crime author Tim Weaver, by creating a serial podcast called MISSING.

Article

This webinar discusses how social media can help plan and amplify content and why the shape of social media conversations needs to be analysed to give a full picture of effectiveness.

Article

This article explores seven trends in online video advertising, as it grows to become the dominant digital ad format, and how they will affect the year to come.

Case Study

This case study describes how car-maker Renault used a dedicated app and branded entertainment to launch its commercial vehicles range in Italy.

Case Study

This case study describes how Extra gum, a sugar-free chewing gum brand in the USA, developed an emotional connection with its audience to recover its dropping sales.

Article

This report offers an overview of observations and opinions on VR from a distinguished panel of over two dozen industry-leading voices in publishing, advertising, VR software, and developer platforms that IAB conducted from June through August, 2016.

Research Paper

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.

Research Paper

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.

Article

This article relates an interview with IKEA's director for media (US), Alia Kemet, who rejects the idea of siloing media in favour of a total space for consumer engagement.

Case Study

This case study explains a campaign by Wrigley's Extra gum that reversed steady declines by creating a brand that would be remembered at the moment of purchase.

Case Study

This case study describes how Sony, an electronic goods brand in Hong Kong, launched a campaign with YouTube to showcase Sony products and encourage Hong Kong people to dream.

News

NEW YORK: Changing patterns of media consumption lie behind the decision of a one-time image licensing business to reposition itself as a facilitator of product placements in films, TV and video programming.

News

LONDON: Hindustan Unilever, BBDO and Coca-Cola are among the companies showing a high degree of long-term marketing impact, according to a new analysis that tracks data from the past three years of the Warc 100.

Research Paper

Product placement is fiercely being courted by firms as a consequence of the declining credibility of traditional broadcast advertising and the '30-second spot'.

Case Study

This case study looks at how German car manufacturer, Audi made the brand's historic involvement in motorsports visible to German audiences with #WelcomeChallenges.

Case Study

This case study demonstrates how Samsung, the South Korean electronics maker, promoted its products at the 2014 Academy Awards (Oscars) ceremony and enabled a spontaneous social moment that became the most retweeted post to date.

Case Study

This case study demonstrates how WWF Netherlands, the wildlife preservation charity, generated greater compassion for and involvement with the subject of ocean preservation through a multi-media campaign.

Article

This article provides a global overview of the media and digital habits of students, based on data from the GlobalWebIndex's annual research programme.