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Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Case Study

Comparison website coverfox.com used a multichannel campaign to change the narrative around the category and make young people in India care about insurance.

Case Study

Tide, a US laundry detergent, used the Super Bowl and the internet to celebrate the brand and blur the lines between reality and advertisement.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

Case Study

This case study explains how Target, the retailer, used a live-broadcast TV ad during the GRAMMYs and social media to engage millions of people at once.

Article

This article examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

Article

This event report examines how Target, the retailer, worked with GroupM to create a bespoke media agency called Team Arrow Partners.

News

NEW YORK: Brands can help mitigate the impact of "commercial zapping" – where viewers skip ads during TV shows they've recorded – by using more considered approaches to scheduling and creativity, according to a paper published in the ...

Article

This article outlines how new video consumption patterns in India are moving the country's heavily TV-centric media market toward mobile and online video.

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.

Research Paper

This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.

Research Paper

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

News

LONDON: The buzz around Christmas advertising in the UK has become akin to that which accompanies the Super Bowl in the US, and this year Sainsbury's, the supermarket chain, claims to have won in terms of innovation.

Article

This article explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Article

This event report examines how Stride, a gum brand owned by Mondelez International, used a record-breaking skydiving attempt to drive its new model of content monetization.

Article

This paper examines media impact metrics, focusing on how time can be used as an unbiased and quantifiable measure of people's attention.

Case Study

This case study describes how Wedel, a chocolate brand from Poland, increased its appeal to younger consumers by stepping outside the commercial break.

News

NEW YORK: Combining product placement with a commercial run during the same TV show may have "beneficial synergies" for brands, according to a study published in the Journal of Advertising Research (JAR).

Research Paper

The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables.

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.

Research Paper

Digital video is growing rapidly, offering new opportunities and formats for television advertising. One of these new formats is "limited-interruption" advertising, in which each midroll advertising break during a video features just one commercial.

Case Study

This case study describes Target's, the US retailer, national campaign to interact with the Grammys, with live music instead of ads, placing Target at the centre of the evening's buzz.

Article

This article sets out four rules for successful acquisition marketing in a personalised era.

Article

This event report uses examples from Dogan TV, a Turkish broadcaster, and Teads.tv, an outstream video specialist, to explain how marketers can use social and online video more effectively.

Article

This event report addresses attempts by Target, the retailer, to engage consumers using brand "generosity" – a strategy based on providing immersive experiences rather than traditional marketing communications.