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Case Study

This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.

Article

This article summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.

News

SYDNEY: Consumer electronics brands in Australia appear to be reverting to a selection of traditional media channels after cutting their digital adspend in the first quarter of the year.

Article

This event report outlines how Microsoft, the technology giant, is using consumer feedback to enhance its products.

Article

This event report outlines how WWE, the wrestling group, is developing its content strategy across multiple channels.

Case Study

This case study describes how UK electronics retailer Currys PC World created a contextually relevant, mass-personalisation campaign that used broadcast media to persuade consumers to buy electronics as Christmas gifts.

News

ORLANDO, FL: Electronic Arts, the gaming specialist, has yielded various benefits from managing certain media-buying responsibilities in-house.

Article

This event report outlines how Electronic Arts, the gaming specialist, is using digital data to inform its media strategy.

Article

This report details the digital behaviours and purchase journeys of vacation buyers, defined as those internet users aged 16–64 who say they intend to purchase a vacation abroad or at home within the next six months.

News

LAS VEGAS: Nestlé, the food group, believes that tapping into the power of digital audio services can help brands engage consumers using the power of "moodvertising".

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 event report outlines how Sony, the conglomerate active in categories including electronics, music and film, is seeking to build products capable of emotionally engaging consumers.

Article

This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

Article

This paper reports on the findings of the IAB Video Center of Excellence, which undertook desk research, alongside consultation with practitioners and industry experts to provide perspectives and insights on the video advertising ecosystem.

Research Paper

This research report details the digital habits and behaviours of 'fitness fanatics' around the world, defined as individuals who say they exercise more than four times per week and have a strong interest in health and fitness.

Case Study

This case study sets out how Roku, an online TV streaming service, used digital ads to promote a new product to tech-savvy people in the US.

Case Study

This case study shows how Nissan, a car brand, married the excitement of football with the brand's own technology by creating an entirely new gaming experience in Sweden.

Case Study

This case study describes how US deodorant brand Old Spice connected with its target audience by creating a live-streaming, live-action, user-controlled video game.

Case Study

This case study describes how Taiwanese electronics company, HTC, launched its VR offering VIVE with the creation of a world-first immersive experience in London and Paris.

Case Study

This case study shows how Mattessons, a meat-snacks brand, dramatically increased sales in the UK by repositioning itself towards an untapped consumer group.

Case Study

This case study shows how Kellogg's Chocos, a cereal brand, was able to break through to parents all over India, with a shared platform for adults to talk about their children.

News

SAN JOSE, CA: More than three-quarters (78%) of US consumers use smartphones to play digital games, a higher proportion than those who use tablets (59%) or their laptops (47%), a new study has revealed.

Case Study

This case study describes how Halo 5, a computer game, increased participation, provoked conversation and beat Halo 4 sales figures.

Case Study

This case study details how Microsoft, a technology company, created brand engagement between customers and its online gaming subscription service, Xbox Live.

News

TOKYO: As mobile game Pokémon Go takes off, Japan-based gaming company Nintendo's share price spiked more than 20% in just one day and brands are looking for ways to tap into the craze.