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Opinion

Lennie Stern is Head of Creative and Entertainment Strategies, BETC Paris and a judge of the Effective Content Strategy category in the 2018 WARC Awards.

Article

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

News

LONDON: Xbox, the Microsoft-owned games console, has reported encouraging early results from its partnership with media company JOE as it seeks to reach its target audience of Gen Z consumers.

Article

Generation Z is proving a difficult demographic for advertisers, not being swayed by traditional methods and having an advanced filter for discerning interesting content.

Case Study

UK supermarket chain Sainsbury's used three different approaches to TV ads during its Christmas campaign, including a partnership with TV show Gogglebox, to boost sales.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Case Study

KFC, the fast-food chain, used two music videos with a message that resonated with its Thai Generation Y target and its own brand essence to improve its brand scores.

Case Study

Tim Weaver, an English author, was successfully turned into a brand name by creating a podcast that investigated both sides of a missing person's investigation to coincide with his mystery books.

Case Study

This case study explains how Ariel, a detergent brand, celebrated ordinary women in South Africa by partnering with gospel singer Rebecca Malope to launch a call to action at her concert.

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.

Case Study

Momondo, an online travel search engine, used a film published on social media to reach people in more than 35 markets around the world.

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.

Case Study

American multinational corporation Intel demonstrated the potential of its products with a drone light show during the Super Bowl Halftime Show.

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.