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Article

Provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.

News

Online ad growth in the UK continues to exceed expectations, helping deliver a 20th consecutive quarter of market growth in the April-to-June period and another upwards revision to the full year forecasts carried in the quarterly Advertising ...

Research Paper

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

Article

Explores how the clean up of digital advertising is likely to unfold as we approach the end of 2018, following the industry’s brand safety scandals, changing viewability demands, and ad fraud developments.

Opinion

A new initiative aims to rehabilitate programmatic. The IAB’s latest guidelines are poised to bring greater transparency and security to digital ad buying.

Article

Baidu, one of China’s largest tech companies and often compared to Google for its search capability, has developed a deep learning system that combines search intent, buyer behaviour, and real time location data.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

Article

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Article

Provides a category analysis of beer in the US, including trends, category data, company profiles and key developments in the industry.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

News

HONG KONG: Digital media revenues in Hong Kong are forecast to grow at a compound annual growth rate (CAGR) of 5.1% over the next four years while non-digital media slowly shrinks, according to a new PwC report.

News

NEW YORK: Digital adspend in the US increased 21% year-on-year to reach a record high of $88bn in 2017, according to the latest internet advertising revenue report from the Interactive Advertising Bureau (IAB).

Opinion

There is now an abundance of media available, with people spending an average of 12 hours a day consuming it.

News

LONDON: Smartphone advertising expenditure keeps growing, driven largely by smartphone video ads which jumped by 69% in 2017 according to new data from the IAB UK, making this by far the fastest-growing online ad format.

News

LONDON: Sky, the entertainment and communications company, was the biggest advertiser on traditional media (i.e., excluding internet advertising) in the UK in 2017, spending £197.1m over the year according to new data from Nielsen.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

News

WASHINGTON DC/LONDON: The Trustworthy Accountability Group (TAG), the advertising industry initiative tasked with fighting criminal activity and building trust, is opening a new office in London to accelerate its global expansion.

Article

Outlines a series of papers on the challenges and opportunities for marketers in a multiscreen environment.

News

NEW YORK: As digital ad revenues continue to rise, analysis from the Interactive Advertising Bureau (IAB) indicates that there are opportunities for publishers to attract more spending from small and medium-sized businesses (SMBs).

Research Paper

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

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.

News

GLOBAL: The internet is driving almost all of global growth in advertising expenditure, according to Zenith, and most of that is being captured by just five US and Chinese platforms.

Opinion

We’re getting ready to launch Toolkit 2018 – our guide to tackling some of the biggest challenges brands currently face.