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Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Article

This event report examines how Dennis Publishing, an independent UK publisher, successfully launched a version of its The Week magazine to appeal to the tween market.

Research Paper

This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.

Research Paper

This paper analyses US research data to explore the nature of the millennial psyche in relation to purchasing trends across wearable technology.

Case Study

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.

Research Paper

This paper describes a qualitative research project for Unilever, the consumer goods manufacturer, which wanted to understand better how Turkish men shopped online for personal care products.

Case Study

This case study shows how The Economist, an international news publication, used a targeted campaign to increase its reader base and sales.

Article

This article looks at how the Boomer market segment is under-served by current technology provisions and finds three ways in which brands can engage with these wealthy consumers by serving their specific needs.

Research Paper

This paper discusses key trends in short form video viewing, with a particular focus on post millennials (under 16s), including how they watch, what they watch and how they discover content.

Research Paper

This paper explores the findings from the BBC World Service's research into becoming relevant for the global youth, which reveals that a global strategy involves an understanding of the local level.

Research Paper

This study paper explores the current state of gender inequality in Cambodia through three lenses: demographics, including employment, education levels, marriage, and English proficiency; psychographics, including lifestyle and media; and attitudes toward traditional gender roles.

Article

This report highlights trends among the campaigns entered into the 2016 Cannes Creative Effectiveness Lions, including campaign budgets, media channel usage, campaign duration, creative approaches, metrics and regional variation.

Article

This article, based on research by Ogilvy and Mather, explores how Asia's increasingly middle class women are driving consumer spending growth and provides case studies of how brands can successfully engage this rising consumer group.

Case Study

This case study explains the Economist Magazine's effort to onboard younger subscribers, by prompting unseen targets to click, read, and join the prospect pool through provocative messaging.

Research Paper

In this paper the authors explain how they investigated the issue of gender and the media in the UK, looking at how the audience feels about both the amount of coverage of men and women and their views on the quality and character of portrayal on TV, radio and online.

Article

This report details a study by the IAB and GfK to track consumer attitudes, awareness and usage of Original Digital Video (ODV), defined as original, professionally produced digital video content.

News

LONDON: There has been a marked increase in the proportion of British adults who only use smartphones or tablets to go online, according to a new report from Ofcom, the media regulator.

Article

This article looks at Generation Z, who are digital natives, growing up in a connected world where diversity and inclusion are a reflection of increasing social and digital ideas of 'relevance'.

Research Paper

This article addresses the question of how mobile technology retailers in Latam can offer a unique experience, tailored to people's needs and motivations, at the point of sale.

Article

The following article covers the findings of in-depth research carried out across multiple Asian markets by SenseAsiaTM on women's paths to purchase in the automotive sector.

Article

This article looks at Millennials, those aged between 17-31, who represent the largest share of internet users aged 16-64, and discusses their attitudes and behaviour toward devices, social networks, e-commerce, and brand engagement.

Article

This article gives an overview of affluent consumers around the world, who are more likely to be male, aged 25-34 and married.

Article

This article analyses 'super viewers' of online videos in India, where viewership has increased 100% since 2011.

Article

This article looks at how marketers can use apps to address the different interests of female car buyers in China, whose numbers are growing rapidly.