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Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Research Paper

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

Research Paper

Details the findings from a study by Ebiquity that looks at re-evaluating media decisions to optimise advertising budgets.

News

LONDON: The advertising industry has yet to achieve standardised measurement and technological integration between channels, but there are three key things that brands can employ today to maximise investment across TV, online video and mobile.

Article

Explores the current writing and thinking on the effectiveness of radio, a medium with inherent persuasive strengths and a track record of strong RoI.

Article

Explores the current thinking and writing on the effectiveness of online video, and the different ways in which they can be effective: emotional or informative, long or short.

Article

As technological advances continue apace, a need will grow for more standardised measurement and tech integration to better connect channels and deliver unified advertising solutions.

Article

Sixty per cent of TV’s response impact comes through digital media channels and advertisers are not seeing the full response benefit of their TV ads unless they are using online channels to ensure viewers are given the opportunity to respond in a seamless way.

Article

Screens have a proven track record in delivering effective commercial messaging but the industry hasn’t fared well at capitalising on the attention opportunity provided by nascent digital routes to market.

Article

Choice Hotels International, a hotel franchise operating in 35 countries, used data modelling to increase its ROI.

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

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Article

This article explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

Article

Discusses key research findings from a study into the ROI of out of home in the US, as well as focusing on the role in driving brand metrics across automotive, consumer electronics, retail (non-grocery) and CPG food/drink.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Case Study

Soy sauce brand KecapABC used a multichannel approach to launch a new brand positioning to increase sales and boost engagement in Indonesia.

Case Study

Huawei, a telecommunications brand, relaunched its brand in Europe with its ‘#BePresent’ Christmas campaign that built an emotional connection with its target audience.

Case Study

Visit Finland, the official travel guide for Finland, and Finnair, a Finnish airline, launched a digital campaign in the UK and Germany to encourage millennials to visit Finland for a winter vacation.

News

GLOBAL: Eight in ten organisations around the world carry out some form of marketing attribution but seven in ten struggle to act on the insights provided, according to a new study.

Article

This article examines the correct use of mobile advertising metrics and how they can help advertisers rethink their cross-platform campaigns.

Research Paper

This work investigates under what circumstances a television campaign should be complemented with online advertising to increase combined reach.

News

LONDON: Digital developments and new platforms have their place, but TV can still act as the beating heart of any major advertising campaign, an industry figure has argued.

News

SINGAPORE: Zero-based budgeting can be effective but marketers need to carefully examine the traditional/digital media divide to find success, according to a senior Facebook executive.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Article

This article outlines how marketers can better utilize zero-based budgeting more effectively to gain greater efficiency and better results.