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Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

Case Study

Beko, a consumer electronics company, used a social media chatbot to connect with football fans in Turkey and improve brand metrics.

Case Study

German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.

Article

Global strategies, campaign updates and trends in the energy drinks category.

Article

Collaborations with Jaguar Land Rover and supermarket giant Asda saw Northstar Research adopt the reality TV formats The Apprentice and Come Dine with Me to produce in-depth customer insights.

Article

The Milwaukee Brewers, the baseball team, has a social-media strategy that leverages different platforms for distinct purposes.

Case Study

Children’s Wish Foundation of Canada, the charity dedicated to granting wishes of children with life-threatening diseases, reversed its decline through publicising one wish.

Case Study

Budweiser, the American beer brand, associated itself with the most intense moments of hockey through an innovative marketing product in Canada.

News

SANTA MONICA, CA: Video-game publisher Activision Blizzard has seen higher than expected profits as opportunities grow following investment in e-sports and in-game advertising.

News

MINNEAPOLIS: Preliminary estimates of in-game ad expenditures for Super Bowl LII indicate that a total of $414m was spent – which would be the second largest amount ever after last year’s game which generated $419m.

Article

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.

Article

Snickers, the chocolate brand owned by Mars, made Super Bowl history when it ran a live TV commercial during the NFL showpiece event.

Opinion

The Super Bowl is one of the most expensive places to advertise, giving brands access to an experience shared across America.

Article

Nowadays mobile advertising doesn’t just mean banner ads, it refers to a menu of mobile ad formats from which to choose, each serving their own unique purpose and offering a variety of benefits that help to meet the goals of your business.

Article

Disney, the entertainment giant, is tapping a diverse range of digital channels as it expands the storytelling options available to its brands.

Article

Minor League Baseball (MiLB), the sports league, has established an ambitious growth agenda as it seeks to build fan numbers and engagement for 160 professional teams.

Article

The notion of bravery is an important aspect of marketing in the MENA region and formed the theme of a Marketing Society event in Dubai.

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

Peperami, a pork sausage snack brand, and Sony Pictures, an entertainment company, collaborated to produce a campaign, in the UK, that placed the Peperami animal in Sony's new Angry Birds film to promote the movie and increase Peperami's sales.

News

NEW YORK: “Reward” ads in gaming apps, which offer players free items to enhance their experience in return for interacting, are impactful on a variety of metrics, according to a study in the Journal of Advertising Research (JAR).

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Case Study

Chocopie, a snack brand, launched a campaign in Vietnam to change consumers' perception of the snack as just a winter snack and increase year-round sales performance.

Case Study

Clear Shampoo, an anti-dandruff shampoo brand, launched a campaign in Vietnam to increase consumption and market share of its new product, Clear Herbal.

Case Study

Gatorade, a sports drink brand, engaged millennials in the US by creating an interactive ad game on Snapchat to help increase purchase intent and relevance.

Case Study

Chewing gum brand Trident Fruit Mix introduced a new gum flavour to consumers in Mexico with the help of mobile mini-games.