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News

LONDON: Private Eye, the fortnightly satirical magazine, has emerged as the most-read news and current affairs title in the UK, according to the latest circulation figures.

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

News

LONDON: US tech businesses dominate the time Britons spend online, with Google and Facebook alone accounting for one in every three and a half minutes, new research suggests.

News

LONDON: Binge-viewing has taken such a hold in the UK that eight in ten adults (79%), or 40m people, use catch-up technology and streaming services to watch multiple episodes in one sitting, a new official study has revealed.

News

SINGAPORE: Consumers can’t be trusted when it comes to reporting their own behaviour and marketers should look beyond traditional surveys, according to an industry expert.

Case Study

This case study describes how global bank HSBC used a multichannel campaign to drive customers acquisitions after New Year in the United Arab Emirates.

Case Study

This case study shows how STC, a telecommunications brand, increased its equity in the KSA by launching a nostalgic campaign reminiscent of the '70s in a segment obsessed with marketing speed and fast services.

Article

This article offers insights into the online behaviours of consumers in Japan and Taiwan, and whether traditional consumer surveys need include passive tracking data.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Article

This article summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

Article

This infographic is based on research from GlobalWebIndex, created with data from a survey of more than 5,871 consumers from Generation Z - defined here as internet users aged 16–20.

News

GLOBAL: Global mobile adspend increased an impressive 60.5% to €63bn ($83bn) in 2016, up from €39bn ($52bn) in 2015, according to the latest figures from the Interactive Advertising Bureau (IAB) Europe.

News

MUMBAI: India’s marketers must "stay humble and paranoid" to avoid being disrupted by competitors during the mobile revolution, according to the head of Facebook in the country.

Article

This article offers tips for developing engaging digital video creative, based on research by Ipsos, the market research and consultancy firm.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Research Paper

This paper examines the effectiveness of television advertising and changes in audience response since the 1980s within the United States.

Article

This article discusses what is meant by cognitive marketing and how this can be used effectively to inform customer data.

Case Study

This case study shows how Itaú, a financial services brand, successfully increased its audience's perception of the brand as a digital bank, by using Facebook's new Canvas feature to launch a reading campaign across Brazil.

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.

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.

Case Study

This case study shows how Google, a tech company, created an educational web platform to entice more girls in the US to learn how to code.

Case Study

This case study shows how Ikea, a furniture brand, successfully launched its new catalogue by filming a renowned German literary critic reviewing it.

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 article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.