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News

GLOBAL: Effective campaigns increasingly have PR baked into their channel strategies, according to a new WARC report which analyses the most effective campaigns from around the world.

Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Case Study

Club Mahindra, a holidays company, used a TV ad integrated with mobile ads to increase holiday bookings in India.

News

MIAMI BEACH, FL: Marketing researchers must find the right balance of new analytic techniques and more traditional forms of audience measurement, according to Artie Bulgrin, EVP/strategy & insights at MediaScience.

Article

Marketing researchers must strive to enhance the emerging slate of digital tools at their disposal while also retaining the most valuable techniques from the industry's past.

Article

Brands should beware becoming addicted to digital hypertargeted advertisements which can be detrimental to brands in the long term.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Research Paper

Presents an investigation into how, when and whether or not the TV industry will consider moving to buying and selling ads based on ratings for individual ads or spots.

News

LONDON: ISBA, the Incorporated Society of British Advertisers, is to adopt a new viewability standard and has called for advertisers around the world to be given the facility to buy digital display at 100% in view.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

Case Study

The Hospital for Sick Children in Toronto (SickKids) shifted the tone of its advertising to one of strength in order to increase donations.

Case Study

Newfoundland Power, the Canadian utility company, increased participation in its programmable thermostat program by vilifying the dial thermostat.

Article

Studies show that nearly all adults in the UK (92%) consume two or more different types of media in the same half hour, with over a quarter admitting to flitting between more than three.

Article

Today's digitised world has created a proliferation of data as people create a record of their individual behaviours and look to share it with marketers in exchange for a more valuable experience.

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).

News

GLOBAL: Around the world the majority of multimedia ad campaigns are integrated well according to new research, which also finds that, despite most consumers finding them unmemorable, such campaigns are more effective at building brands.

Case Study

Milk formula Bebelac by Danone regained resonance and brand identity in Indonesia through a campaign building an emotional connection with its customers.

Article

This article explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

Research Paper

Looks at the level of search, Facebook, Twitter and Instagram activity being spurred by offline media and online media, such as banner ads and video ads.

Article

Proves to marketers that radio can work for their brands by highlighting how the medium is successful through case studies from Coca-Cola, the soft drinks brand, and T-Mobile, a telecoms company.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Article

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.

Article

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.

Article

Looks at the current market for TV in India and discusses its future in the midst of new digital technologies and changes in viewership.