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Article

Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.

Article

This article looks at context in advertising, a topic which has had much interest yet still has significant gaps in scholarship, as part of the ARF’s ongoing How Advertising Works initiative.

Article

Global strategies, campaign updates and trends in the luxury auto category.

Opinion

Australian agency AFFINITY has won the Best Use of Data Grand Prix for two consecutive years at the WARC Media Awards.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

Article

Explains how Dentsu Aegis uses its own global qualitative panel and other data sets, including audience measurement systems and client first-party data, to create a link from insight to activation without losing lots of data along the way.

Article

Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.

Case Study

Zalora, an e-commerce platform, improved consumer experience and subsequently increased sales and brand loyalty by addressing past issues with its South East Asian mobile ad campaigns.

Case Study

Mountain Dew, a drinks brand from PepsiCo, launched its product 'Game Fuel' by creating an online gaming championship to connect with its target - India's gamers.

Case Study

This case study describes how Garnet Hill, a US retailer, created a mobile studio to provide an experience to customers, capable of reviving both the brand and the OOH media platform.

Case Study

This case study describes how Bupa, a private healthcare insurer, reduced lapse rates and increased customer engagement in the United Kingdom.

Case Study

This case study describes how Continental, a tyre manufacturer, increased sales of tyres and engagement in the United Kingdom through a promotional offer.

Case Study

This case study shows how Narellan Pools, a pool-building brand, used in-depth data mining to source the main drivers for pool purchasing in Australia and increase its sales.

Research Paper

This paper seeks to respond to the data scientists now providing many of the insights, suggesting that the best way forward is to fuse both survey-based insights with data science.

News

LONDON/BERLIN: Programmatic is expected to account for nearly three-quarters (70%) of the UK digital display market this year and further growth is anticipated, according to eMarketer.

Case Study

This case study covers a campaign from Narellan, one of Australia's largest pool builders, that leveraged first and third-party data to identify the tipping point from consideration to sale, increasing leads and sales.

Article

This event report details why Chinese chat app WeChat's payment functionality is at the heart of the mobile revolution in China and how the app's big data capabilities can add value to advertisers.

Article

This edited extract from the IPA Social Works project summarises the key lessons in measuring the effectiveness of social media.

Article

This article explores the implications for brands of the rise of the omnichannel consumer, and suggests ways advertisers can improve their consumer targeting.

Article

This article discusses 'buy buttons', which are spreading rapidly across websites and mobile apps, and making it easier for people to buy products.

Article

This article posits that we can learn much from the plot of the movie The Truman Show about how to use consumer data positively, and argues that advertisers need to recognise the importance of individuality, understand how consumers interact with each other, and creatively empower them by sharing their data with them.

Article

This event report looks at how marketers can use an understanding of the consumer’s subconscious mind to both refine ads at an early stage of development and also to build brands in the longer term.

Opinion

This post is by José Luis Valdivielso, COO Affiperf Espana Latam. He spoke at the LATAM Festival of Media in Miami and regularly visits Latin America to promote the benefits of programmatic.

Opinion

This blog by Emma Lane, Senior Research Executive at MEC, explores consumers' attitudes to targeted communications, data and privacy following MEC UK's Project Slipstream venture.