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Opinion

Complexity is the new normal, says Facebook’s Planning Director, Ian Edwards, as he explores the necessity of communications strategy.

Article

Global strategies, campaign updates and trends in the home improvement retail category.

Article

This report, conducted by Omnicom Media Group’s Benchmarketing, examines out-of-home ROI and media mix optimization for seven key product categories: Automotive, consumer electronics, CPG food & drink, retail grocery, retail – non grocery, finance and banking, and restaurants and coffee shops.

Article

Kantar Media, the research firm, believes that many pharma brands need to consider adapting their media strategies to better reach consumers.

Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Article

Details the results of a study into the emotional response of different video ads on our mobile devices and its connection to advertising effectiveness.

News

NEW YORK: A new paper in the Journal of Advertising Research (JAR) suggests that online ads can help brands convey a sense of “warmth”, while traditional media can encourage perceptions of “competence”.

Research Paper

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

News

BRUSSELS: Cross-media measurement and comparable metrics with traditional media will be crucial to increasing investment in digital brand advertising, according to a new study.

Article

Expands on neuroscience’s findings on how different contexts elicit different responses in an audience and how advertisers can adapt to it.

Article

New research from Kantar indicates that even in a multi-screen world, it’s TV – which remains popular and influential - that can enhance the digital media experience.

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

Outlines six component parts to developing a multiscreen approach, using the drink brand Rubicon Spring as an example of a successful multiscreen approach that combined digital and social, supported by TV and VOD.

Article

Highlights three key learnings for best practice guidance in marrying channels in an integrated media strategy to maximise ad receptivity.

Article

Offers suggestions on how to align TV with online media to fully harness its effectiveness and examines the roles of data mining and TV retargeting in leveraging TV campaigns.

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.