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Article

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

News

Vietnam is technologically advanced in terms of network and smartphone penetration, integrated marketing communications across multiple channels is increasingly used and prioritising mobile marketing is no longer a trend, but a must-have, a new ...

Article

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.

Article

Explores how the clean up of digital advertising is likely to unfold as we approach the end of 2018, following the industry’s brand safety scandals, changing viewability demands, and ad fraud developments.

Article

KFC, the quick-service restaurant chain, has greatly strengthened its brand in the past few years, and credits Wieden+Kennedy, its agency, for helping drive this process.

Opinion

Everywhere you look, it’s all about transparency. Advertising and media has grasped the importance of this issue in recent years to such an extent that it has, ironically, become one of the industry’s most visible issues, argues the 7stars’ Jenny Biggam.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Article

Describes how to link, for example, geolocation data with other data sets in a creative way to deliver customised advertising experiences.

Article

The Association of National Advertisers (ANA) and Forrester Research surveyed over 120 marketers to understand their perspectives on old and new modes of TV advertising.

Article

Procter & Gamble, the consumer goods giant, is seeking to transform its agency relationships across a range of dimensions.

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.

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

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Article

Describes findings from the updated Media2020 Refresh study, which surveyed more than 250 senior marketers responsible for over £5 billion in advertising investment.

News

LONDON: Brand segmentation efforts should never be compromised by whether the resulting consumer target audience can be easily found in media or media surveys, an industry figure advises.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Research Paper

This report details the findings of a study into the costs and economics of the programmatic advertising ecosystem, and offers practical solutions to help advertisers take greater control of their programmatic investments.

Article

This article details the current bot fraud landscape, based on insights from a study produced by the Association of National Advertisers (ANA) and White Ops.

Article

This article explains how brands can create video creative that is engaging and brand-centric in order to reward viewers with relevance or entertainment and prevent early skipping.

Article

This article discusses the issues in cross-platform measuring TV and digital and why it is important to develop ways to accurately compare their data.

Article

This event report addresses how Dr Pepper Snapple Group, the beverage manufacturer, is seeking to enhance digital measurement.

Article

This article takes a look at five ways in which brands can interact positively to build influence during the many micro-moments when consumers fleetingly use their phone in the course of a day.

Article

This article describes and explains the fundamentals of digital display advertising, a broad subject taking in any number of connected devices, one that offers a variety of tools through which to deliver communications.

Article

Examines digital trends in the United States in 2016 by presenting data on consumer usage and the effects these behaviours are having on ad revenue.