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News

AMSTERDAM: The application of artificial intelligence techniques as part of the media buying process has the potential to boost brand metrics and purchase intent while also addressing brand safety issues.

Article

The use of Google technology to identify themes in online ads can help place them in a better contextual relevance – in a process of "cognitive media targeting".

Case Study

Cereal brand Kellogg's reached substantial brand awareness in India by creating an all year-round communication with consumers.

Opinion

Rob Isaacs, Head of Content and Partnerships at Lucky Generals and a judge for the 2017 Effective Content Strategy category at the WARC Awards, says that content marketing campaigns need to learn to love data.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

Case Study

Under Armour, the sports apparel brand, used social media and content featuring six athletes to target American women aged 18-34.

Case Study

Pernod Ricard Kenya and Jumia Food partnered to launch beverage delivery service Jumia Party.

Research Paper

Nationwide Building Society, a British financial services company, used a bespoke research methodology to provide feedback on Nationwide's 12 emotionally powerful poems.

Case Study

Deodorant brand Rexona Men grew its market share in Hong Kong by making product consumption a daily necessity.

Article

The financial turmoil of the past decade, increased life expectancy and cultural shifts have changed the attitudes to brands and relative spending behaviours of different consumer segments.

Case Study

Star Plus, the number one Indian entertainment TV channel, faced challenges from a competitor channel and implemented a strategy to maintain its leadership.

Research Paper

Beatgrid Media, a Dutch measurement start-up, uses a single-source approach to measure TV and video advertising exposure across screens and platforms, at the respondent level.

Article

Outlines three key trends that can build brand connections in an age where technology is removing friction from people’s lives and giving them a greater ability to choose what they want, when they want it and how they want it.

Case Study

SodaStream, an Israeli drinks company, promoted its environmental message about plastic bottle pollution through a humorous online video campaign, ‘The Shame of Glory’, in Europe.

Case Study

McDonald's, a fast food chain, launched a geo-fencing and synchronised mobile display campaign that successfully increased sales across Australia.

Case Study

Iodex, a pain relief balm brand, increased brand sales and consideration by launching a three-phased mobile OBD campaign in India.

Case Study

Club Mahindra, an Indian travel company, increased website traffic and encouraged people to book a holiday by creating a mobile campaign that targeted viewers of its TV commercial.

Article

This article takes a detailed look at how creative optimisation can enhance the performance of digital advertising, enabling marketers to identify and serve the best version of ad creative for key audiences.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

News

LONDON: Marketers habitually target advertising at people who are in the market for a product or service but understanding the “pre-triggers” that got them to that point may be a more effective way to create communications.

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 examines how brands can create communications earlier in the purchase journey - before the competitive active stage - by using data signals to identify the pre-triggers for purchase, illustrated by case studies from the banking and finance sectors.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Article

This article presents five rules for effective out of home advertising (OOH), stressing that there is a need to balance digital and static sites to make sure ads are seen by enough people.

Case Study

This case study looks at how American Express, the financial service, has had success with its Small Business Saturday campaign in the US which has become a social movement for local, community businesses and is supported by the US President.