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News

LAGOS: TV and radio continue to dominate the media landscape in Nigeria, although the internet is gaining ground steadily and in Lagos, at least, penetration is on a par with newspapers.

Article

This article looks at whether media planners and buyers see the world in the same way as the people they advertise to and whether this affects the decisions they make.

Article

This event report addresses how Georgia-Pacific, the paper products manufacturer, has used storytelling to engage consumers.

Case Study

This case study describes how Volia, a Ukrainian telecoms provider, used shopper insight data and econometrics to link its call centre productivity to its media strategy.

Case Study

This case study describes how Volia, a Ukrainian telecoms provider, used econometric data to tailor its media strategy to individual cities in a bid to reach its goal of equalling 2014's sales figures in worsening market conditions and with a lower media budget.

Case Study

This case study shows how WWF Thailand, a wildlife protection NGO, successfully pushed for change in Thailand against poachers, using a celebrity-driven social media campaign.

Research Paper

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.

News

UK: This year will see a tipping point in the media consumption habits of UK adults as the (non-voice) time spent on mobile devices overtakes that spent on desktops and laptops.

Research Paper

This paper examines the impact of mobile marketing on overall campaign performance, looking at how it performs compared to other media channels, and the impact it has on brand metrics and people's behaviour.

Case Study

This case study describes a campaign by Freeview, the UK digital television service, which promoted its additional paid products.

Case Study

This case study shows how Airtel, the telecommunications company, launched a new mobile payment product in India.

Research Paper

This research examines the effectiveness of the European ‘PP’ symbol, recently introduced as a warning of product placement in locally produced television programmes.

News

NEW YORK: Cable and satellite TV providers in the US are adopting contrasting approaches to utilising viewer data, and learning fast from broadcasters and online companies such as Google.

Research Paper

Today, digital television enables consumers to record and watch live television via an array of hand-held devices.

Research Paper

Do the audiences reached by different media touchpoints match category user profiles? Does a second media touchpoint help reach a new audience? To provide answers, the current study analyzed 16 touchpoints across 23 data sets.

Case Study

This campaign from Nestlé, the food and drink group, in Malaysia, was designed to celebrate 100 years of memories during the centenary that the group had operated in the country.

News

LONDON: Television viewing levels are starting to "stabilise" in the UK after recent strong growth, a trend that was at least partly linked to the financial crisis, a study has revealed.

Research Paper

Three studies investigate the moderating role of divided attention in the relationship between thematic (in)congruency between a web page and a web ad, and evaluations of and click intention towards the embedded web ad.

Case Study

Swisscom, Switzerland’s leading telecoms provider, wanted to raise awareness of its digital TV services among younger consumers, by focusing in particular on the 1000 movies that it offered via on-demand viewing.

News

LONDON: Most consumers in the UK are not seeking a "major step change" in the TV market, instead typically preferring new technologies that support their existing viewing habits.

News

LONDON: Consumers in the UK watched a record number of TV commercials last year, as the medium's popular appeal remained resilient overall, new figures show.

Research Paper

This study examines the factors that influence the use of social media in a mobile broadband environment utilizing an integrated research framework.

News

LONDON: A campaign from The Colombian Ministry of Defence and Lowe SSP3 encouraging members of the FARC guerrilla group to re-enter society won the Grand Prix at the 2011 IPA Effectiveness Awards .

Research Paper

This study investigates the context effects of TV programme embedded interactivity on the attitude toward an advertisement placed within the interactive programme.

News

BEIJING: Baidu, the Chinese online giant, has signed a deal with BMW, the automaker, which will see the companies work together to develop search engine technology adapted for use in cars.