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Article

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

News

Sky is planning to slash the number of gambling ads it carries in the wake of growing unease over gambling addiction and the amount of betting in sport.

Research Paper

Advertisers prefer second-by-second measurements of advertisements over program ratings, but collecting individual viewing data that are accurate to the unit of one second is very difficult and expensive.

Case Study

Mucinex, a brand of cold and flu relief, nearly doubled top-of-mind awareness by leveraging facts around the Big Game to connect with its US audience in a humorous way.

Research Paper

This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children’s responses to advertising, but research on these influences is scarce and underdeveloped.

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.

News

SINGAPORE: The likes of Netflix and Amazon are investing billions of dollars in content but getting consumers in Asia to pay for OTT TV services is a major challenge, according to a new report which also notes they have a limited tolerance for ads ...

Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

Gunn Report

Contains the creative for the 'Bradshaw Stain' campaign for Tide by the agency Saatchi & Saatchi in the US.

Gunn Report

The Gunn Media 100 is an annual ranking of the world’s most awarded advertising and marketing campaigns in media competitions around the world, and the companies that created them.

Article

ITV director of audiences Neil Mortensen has a broad and varied research role, as he looks at everything from programme content to the UK's changing media landscape.

Gunn Report

Contains the creative for the '#BradshawStain' campaign for Tide by the agency Saatchi & Saatchi in the USA.

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

Home Depot, the home-improvement chain, is leveraging mobile in order to drive revenue, amplify its other media channels, and increase consumer engagement.

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

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.

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 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

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

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

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.