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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 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.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

News

MUMBAI: India's out-of-home (OOH) sector is experiencing a surge as advertisers explore new ways to reach consumers and as operators upgrade their measurement capabilities.

News

NEW YORK: Brands interested in pursuing "identity-based marketing" should consider emerging best practices in areas like data scrutiny and consumer privacy, a paper in the Journal of Advertising Research (JAR) has argued.

Article

This event report details how Procter and Gamble, a consumer goods company, and NBCUniversal, a US media company, have argued for independent media measurement according to a single industry standard.

Article

This event report explores how Warner Bros Studios used large data sets and machine learning to give the latest installment in the Sylvester Stallone franchise ('Creed') a chance of becoming a blockbuster.

Article

This article explores how beating ad blockers is only part of the solution, and the advertising industry has a duty to do native advertising well, in order to avoid turning off consumers.

Research Paper

This paper looks at the change of customer behaviour in the era of multichannel retail in order to deliver engagement in the Thai market.

Article

This event report analyses the uses of first-party data, or people-based advertising, in place of cookies.

Article

This event report explores why more businesses ought to invest in multichannel attribution, as the current norm is that flawed maths and digital attribution models only provide half of the picture.

Article

This event report describes how a number of brands are using artificial intelligence to understand emotions and generate appropriate messages that help to nudge the customer along the purchase journey.

News

GLOBAL: The brand backlash over ads appearing on web sites that promote extremism are part of a seismic shift in the use of data taking place in marketing this year, the head of the I-COM annual data summit has said.

News

LONDON: More than half (58%) of B2B marketers don't rate their ability to measure social media at all, according to a new survey of 150 senior marketers in the UK.

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

In this article, the authors look at measuring the effectiveness of television advertisements in the Programmatic Age and the impact of new digital methods.

Research Paper

This article provides an excerpt from a best practice study, commissioned by CIMM to identify the best and worst practices and provide frameworks and guidelines that brands could apply when conducting cross-device and cross-platform exercises in consumer matching.

Article

This event report outlines how the Advertising Research Foundation (ARF) is seeking to redefine its role in the rapidly changing marketing ecosystem.

News

ORLANDO, FL: Marketers should treat the Media Rating Council's (MRC) viewability standards as a valuable base rate – but not an endpoint – for their digital measurement efforts, a leading executive from HP has suggested.

Article

This event report outlines how HP, the information technology group, is tackling the issues of ad viewability and reliability in digital measurement.

Case Study

This case study details how Nature Valley, a brand of granola bars, emotionally repositioned its brand to reconnect with Canadian consumers.

News

MENLO PARK, CA: Attempts to improve cross-platform measurement will require progress in a variety of areas, ranging from developing new data strategies to pursuing third-party validation and establishing a "common language".

Article

This event report provides an insight into the challenges of cross-platform measurement, and outlines several steps marketers can take to drive progress in this area.

Research Paper

Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.

Article

This article sets out ten steps marketers should take to achieve success when implementing cross-channel attribution in order to gain better understanding of media impacts across all channels.