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Article

This article explores the future of TV and video content over the next five years, based on industry expert interviews, primary GroupM research and secondary research within the UK.

Case Study

This case study looks at GMHBA, a not-for-profit health insurer based in Victoria, and how it outsmarted the shrinking health insurance category with its 'Enough to make you sick' campaign in Australia.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Article

This article outlines how two major laws in the European Union (EU), the General Data Protection Regulation (GDPR) and ePrivacy Regulation, could impact marketing across the globe when they come into effect next year.

Article

This report highlights trends among the campaigns entered into the 2016 Cannes Creative Effectiveness Lions, including campaign budgets, media channel usage, campaign duration, creative approaches, metrics and regional variation.

Research Paper

This article looks at the way in which Twitter contributes to the new way of TV watching, exploring how social and TV feed off each other to create new opportunities.

Opinion

This is a guest blog post by Nick Mawditt, Director of Insight and Marketing at Talon Personalisation and Context Right or wrong, there's been a discernible marketing and advertising shift towards personalisation in recent times.

News

LONDON: Digital marketers face challenges on several different fronts but for travel company TUI, brand safety is key, according to a top executive.

Article

This short article discusses Twitch, the live-streaming service that has become the biggest such platform in the world.

Article

This article argues that big data can enhance creativity in advertising by creating a closer-to-real-time feedback loop that helps creatives improve their work.

News

LONDON: Media planners placing contextual ads should look beyond established parameters and consider how anthropological learnings can enable them to use their budgets more effectively, an industry figure has said.

Article

This article outlines five lessons from the anthropology of human behaviour that could help media planners find the most effective context for their advertising solutions.

Article

This guide provides a detailed framework for buying advertising on the leading social media platforms: Facebook, Foursquare, Instagram, LinkedIn, Pinterest, Tumblr and Twitter.

Case Study

This case study explains how Romanian chocolate bar manufacturer ROM boosted summer sales with a campaign designed to end the confusion between Bucharest and Budapest.

Article

This event report breaks down how MillerCoors, the brewing group, is tackling some of the major challenges of digitally-empowered marketing.

Case Study

This case study explains how VAT 69, the whiskey brand, reached out to older Indian men with families during the busy festive season.

News

NEW DELHI: Advertising in India may be changing fast but print still has an important role to play in reaching certain markets while at the same time grabbing new opportunities offered by the digital revolution.

Article

OMD UK, the media agency, presented findings from its third wave of research from its Future of Britain series, exploring British consumers’ interactions with technology.

Research Paper

This article argues that using mobile clicks for optimisation or measurement of mobile advertising is flawed, and instead offers research supporting mobile app usage as an alternative predictor.

News

MOSCOW/NEW YORK: Yandex, the leading Russian search engine, is developing its programmatic offer in the expectation that economic conditions are likely to drive reluctant advertisers and agencies towards cheaper, more effective options.

Research Paper

The internet environment has changed the format of internet advertising. One emerging form of online marketing communication is ‘contextual advertising’, in which marketers strive to develop customised images or texts more relevant to customers based on the content of web pages.

Research Paper

Qualitative research was conducted to explore Chinese consumers' perceptions of smartphones and marketing information on smartphones.

Case Study

Gillette, the shaving brand, used this campaign to get Indian men to shave more often and to start selling razors to women.

Case Study

Alpenliebe, a major brand in Indian confectionery market owned by Perfetti Van Melle, derived almost half its revenue from rural regions.

Research Paper

The research demonstrates the impact of measuring “validated” ad impressions as opposed to simply counting ads that are delivered to a computer as has historically been done in online advertising measurement.