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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.

Opinion

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

The digital economy has created an explosion of data and this proliferation of data points contains pathways and signals that can be connected to individuals.

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

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 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.

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.

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.

Article

This article examines how the growth in the digital network will affect the development of technological hardware and suggests opportunities for brands to connect with consumers.

Case Study

This case study explains how J Jill, a women's clothing retailer, targeted female baby boomers in the US in this integrated relaunch campaign.

Article

This paper looks into how marketers are practising programmatic buying of advertising, and outlines the issues that are contributing to the "programmatic everywhere" opportunity - across media channels, vertical industries and functional disciplines.

Article

This white paper presents a snapshot of how industry constituents are currently practicing "programmatic" and explores the dynamics of this transformation within the digital media ecosystem.

Article

This IAB report digs deeper into social media marketing, providing an understanding of industry-wide best practices and a look at methods of social data-driven campaign optimization.

Case Study

Motorola wanted to compete in the European smartphone market with the launch of its DEFY Life Proof phone, designed to address the issue of breakages due to users dropping phones or getting them wet.

Case Study

Due to intensifying competition in the market, international bank Citibank needed an unconventional campaign for the 2011 festive season in India that would make cardholders spend more and increase brand preference.