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News

LONDON: The decision of confectionery giant Mars to pull its online advertising from YouTube could present an opportunity for UK broadcaster ITV according to one analyst.

News

GLOBAL: The combination of restrictions imposed by GDPR and advances in machine learning is encouraging brands to experiment with context as an alternative to audience-based targeting, a new WARC report says.

Article

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.

Article

Contextual advertising is difficult to achieve, but can be incredibly powerful, as both Channel 4 and Trinity Mirror show.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Case Study

TV channel Colors used a campaign in India to support the launch of programming focusing on the most misfortunate in society to challenge taboos.

Article

Explores great examples of creative use of context to rediscover the opportunities that it offers, and summarises its observations as tangible takeaways for the reader to apply to any future work.

Article

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Opinion

The end of the NME print product would imply that the iconic music paper was in terminal decline, but Shaun Austin of Future Thinking disagrees.

Case Study

German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.

Article

A review of the implications of GDPR that are most pertinent to advertising practitioners, based on the advice and thinking covered on the World Media Group's 'Everything You need to Know about GDPR' breakfast briefing.

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 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.