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News

NEW YORK: Allstate, the insurance provider, has leveraged research conducted with the Mobile Marketing Association (MMA) to unlock some of the confusion that often surrounds mobile marketing.

Article

Discusses advertising over the years through an interview with the author and highlights some key things that happened in 1998.

Article

"Direct" brands, which sell products directly to consumers, are transforming various product categories and threaten to undermine the status of traditional market leaders.

Case Study

Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.

Article

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

Article

When it comes to digital campaigns, brands can do their best to create engaging content, but they don’t know if it reaches the right audience.

Research Paper

American broadcasting and cable company Viacom partnered with Merchant Mechanics to conduct a study of the brain activity of fans of Comedy Central's show South Park.

News

NEW YORK: With advertisers now expecting basic standards of viewability for their digital advertising, attention is turning to its actual impact, with a new report suggesting that both ‘time in view’ and ‘percent on screen’ ...

Case Study

Miracle-Ear, an American hearing aid company, targeted prospects developing consistent messaging across media tactics.

Article

Choice Hotels International, a hotel franchise operating in 35 countries, used data modelling to increase its ROI.

Article

Explores some of AppNexus' observations surrounding viral content and the current state of ad fraud throughout digital media, offering recommendations to publishers, advertisers and internet users.

Article

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Research Paper

Some thought leaders suggest that human attention is becoming so scarce that it will become a market currency unto itself and future marketers will trade on attention as a measure of advertising success.

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.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Case Study

The Economist, a British newspaper, used conversation of the 2017 UK snap general election to encourage people to subscribe to, or request a free copy of, the paper by utilising Snapchat, press ads and reactive outdoor.

Case Study

Guide Dogs, a British charity, took a new approach to its ads by taking the form of poetry and focusing on the people who are able to live their lives because of guide dogs rather than on the dogs themselves.

Case Study

Co-op Funeralcare, a British funeral services company, disrupted the category by using humour in its ads.

Case Study

Eye catching POS displays and a new slogan helped MARCO POLO, the travel guide brand, relaunch its entire series in Germany.

Article

2018 will be pivotal to the development of digital, as issues such as ad fraud and unfavourable viewability standards are costing global advertisers billions of dollars.

Article

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

TV has been slow to adapt to the benefits of programmatic but it can help provide more efficient and transparent ad campaigns.

Research Paper

Discusses the current state and the future of TV ad models in the US, exploring how we can improve programmatic TV advertising outcomes, and providing evidence of the predictive power of various pieces of the data picture.

Research Paper

O2, the mobile phone network, developed a multi-touch attribution model to understand the role of Facebook in its advertising mix and decrease cost per acquisition in the UK.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.