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News

LONDON: English-language newsbrands operating internationally face stark choices in terms of which business model they follow, with only a handful likely to find success with paid subscriptions, according to a senior News Corp executive.

News

LONDON: Email remains the trusted workhorse of digital marketing, but new research shows a majority of consumers don’t think such communications are done well and many have a separate address just for marketing messages.

News

NEW YORK: A key trend for advertisers and publishers to watch in 2018 is the relationship between total time spent online by the average consumer and where they spend the most time, according to Verto Analytics.

News

WASHINGTON, DC: US internet users face larger bills and being blocked from accessing some websites as a result of FCC plans to dismantle regulations that ensure internet providers treat all web traffic equally.

Opinion

Strategists often benefit from an outsider’s eye, observes David Tiltman, Content Director at WARC, as he explores the story behind SK-II’s Marriage Market Takeover: this used an element of Chinese culture so ingrained as to go unspoken as an emotional springboard for a stunningly effective campaign.

Opinion

Freedom of speech is fundamental to the U.S. constitution, but the latest developments in the dispute over net neutrality are putting this basic human right under threat, argues Sovrn's CEO, Walter Knapp.

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

News

SYDNEY: Publishers and advertisers wanting to target parents are better off appealing to the “whole person” rather than just their role as parents, according to a Buzzfeed executive.

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.

News

BEIJING: As voice-activated speakers start to gain traction with consumers, FMCG giant Nestlé has introduced a Nestlé-branded smart speaker in China as a way of providing reliable and credible information to consumers.

Article

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.

Article

Marketers are still grappling with many of the changes taking place in society and the communications ecosystem, and must rethink various aspects of their existing strategies.

News

LONDON: Two-thirds of the world’s digital display advertising is set to be traded programmatically within a couple of years, but, say two industry figures, the issue of context has to be addressed.

Article

Discusses the rising popularity of facial recognition technology, which retailers have been investing in, partly as a means of tackling shoplifting, but also with the intention of improving the shopping experience.

Article

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand growth strategies.

News

HONG KONG: Almost one quarter (23%) of internet users in Asia merit the description “engaged enthusiasts”, who exert a disproportionate influence on their peers in matters such as spreading brand awareness and swaying purchase ...

News

NEW YORK: Well over half of US TV households now own at least one internet-enabled device capable of streaming content to a TV set, a development which is reducing the amount of time spent with live TV, new research suggests.

Case Study

Ancestry, a heritage family tree site, launched a branding campaign in the US aimed to drive conversion to their site.

Case Study

Ariel, the market-leading laundry brand in Israel, demonstrated the reliable added value of its performance and increased its market share during challenging economic times.

News

SANTA CLARA, CA: Google, Facebook and Twitter have joined forces with a number of major news organisations to introduce a new set of transparency standards to help consumers assess the quality and reliability of their content.

Case Study

Antarctica, the beer brand, increased brand preference scores in Brazil with a two-season webseries addressing current and engaging topics through relatable characters.

Case Study

The Sports Medicine and Orthopaedics division at Cincinnati Children's Hospital Medical Center, US, used search and display video ads to increase the number of self-referring teenage patients.

Case Study

The University of Melbourne launched a campaign to raise awareness about its research investment.

Case Study

Fast food chain McDonald's revitalised its yearly Monopoly contest in the UK market.