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Opinion

It’s hard to believe it was only 20 years ago since the UK launched its fifth TV channel with a little help from the Spice Girls.

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Article

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

Article

This article examines how to maximise digital ad effectiveness, and the various factors marketers have to take into account when creating digital display and video.

Case Study

This case study shows how Metro Trains Melbourne, an Australian railway-operating brand, increased consumer awareness about railway safety by creating a mobile gaming app derived from its previous 'Dumb ways to die' campaign.

Article

This event report addresses some of the main concerns around the quality of data which marketers are using in their daily activities.

Article

This event report argues that the advertising industry has become 'quantophiliac', loving data, and outlines three key areas marketers should focus on to make decisions around investment in digital media.

Case Study

This case study shows how TSB, a financial services brand, improved brand metrics by adopting a purpose-led campaign that defined its business in the UK.

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Article

This article shows how marketers can satisfy short-term demands without damaging the brand's long-term health, by using better performance metrics and each of these having a separate role.

Article

This article draws upon the teachings of the late Stephen King to argue that social can replace print media in building message attention for the subconscious brand recognition induced by TV.

Article

This article examines the rise of online video and on-demand services, cutting across traditional TV audiences, though TV has retained its position as the dominant awareness-raising medium.

Research Paper

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.

Opinion

"I wish I could be with you today, in the flesh as they say, but I'm in India. Ever been in India? Very hot.

Article

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

Case Study

This case study describes how the app Spott was launched in Belgium, offering retail inspiration for viewers and increasing the relevance and attractiveness of content.

Article

This article takes a look at the current state of play in programmatic, and examines how it has given a new lease of life to native advertising - as well as the challenges faced in this - offering tips to advertisers who are looking to trial it.

Article

This article uses an old video of David Ogilvy giving a talk about direct marketing to create a not-quite-Socratic dialogue about the way forward for brand advertising, and what it can learn from its direct-marketing cousins.

Opinion

The news that Facebook is developing an app that will let its users easily watch video from the site on their smart TVs should not come as much of a surprise.

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

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.

News

NEW YORK: Advertising expenditure at this year's Super Bowl is expected to top the total spend during the whole of the 1960s, '70s and '80s, according to a new analysis by Advertising Age.

Article

This 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

This article details research by Thinkbox, a body that represents TV as an advertising medium in the UK, and the media agency MediaCom into consumer responses to TV advertising, particularly investigating how communication works in the minutes, days, weeks and years post exposure.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.