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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.

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.

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.

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 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

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.

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.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.

Article

Discusses how far the industry still has to come in terms of measuring ad viewability and provides marketers with key information and tips to maximise their ad exposure.

Case Study

Bailey's, an alcoholic beverage brand, used social influencers and a social media first approach to reengage with consumers globally.

Case Study

The visual significance of bathroom doors for ulcerative colitis (UC) and Crohn’s Disease (CD) sufferers helped ENTYVIO, the prescription drug brand, successfully launch in the US market.

Case Study

Focus on the value of the content, rather than the value of the free trial, helped the Norwegian newspaper Aftenposten drive subscriptions.

Case Study

The Football Federation of Australia (FFA) encouraged Australians to support a Hyundai A-League (HAL) team by following Yoshi, a 10-year-old boy, on his journey to choosing his team.