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Opinion

Every year a few strong trends dominate the marketing industry. This year was supposed to be about blockchain, artificial intelligence, machine learning and the rise of the consultancies, but one subject has emerged to overshadow the rest.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Case Study

Retailer Big Bazaar leveraged Google's search algorithm to get the most out of search and drive footfall in its stores in India.

Article

Addresses how marketers should balance short-term and long-term marketing activity and how these activities work together across different categories.

Case Study

32Red, a multi-product gambling business, was able to grow its business and achieve its targets by improving the efficacy of its TV and search channels.

Case Study

Energia, an energy brand in Ireland, abandoned its successful price-led communications model to drive long-term growth.

Research Paper

Companies have been increasing their investments in digital-video advertising at the expense of television advertising.

Article

Outlines several ways that planners need to evolve in order to fulfil clients’ changing needs.

Case Study

Advanced Semiconductor Engineering (ASE Group), a provider of independent semiconductor assembling and test manufacturing services, told its side of the story on the toxic wastewater spillage in Taiwan by launching a microsite.

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

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

Explores some of AppNexus' observations surrounding viral content and the current state of ad fraud throughout digital media, offering recommendations to publishers, advertisers and internet users.

News

NEW YORK: Half of all ad fraud in 2017 will take place over the next few weeks, according to White Ops, leading to as much as $3.5bn in losses.

Article

Looks at how integrating content marketing can drive better results by looking at the success of email marketing for Key Technology Inc., a provider of automation technologies, and providing tips for marketers to keep in mind when producing their own email campaigns.

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.

Research Paper

This report details the findings of a study by the ANA and White Ops into bot fraud in the digital advertising ecosystem and gives recommendations on best practices for detection and prevention.

Article

This article details the current bot fraud landscape, based on insights from a study produced by the Association of National Advertisers (ANA) and White Ops.

Article

This event report examines how Dennis Publishing, an independent UK publisher, successfully launched a version of its The Week magazine to appeal to the tween market.

News

SAN DIEGO: The financial damage that brands suffer from bot fraud will decline this year, but further room for progress remains in this area, according to a study from the Association of National Advertisers (ANA).

Article

This article looks at the role of search strategies in B-to-B marketing and explains how the future will be a continuing battle to get on the first page of search results.

Article

This article offers best-practice guidance for B2C and B2B advertisers looking to use programmatic native advertising, which must always blend into and enhance the content it accompanies, meaning that creative must be valued and targeted accurately.

Article

This article takes a look at the current state of play in programmatic, and examines how it has given a new lease of life to native advertising - as well as the challenges faced in this - offering tips to advertisers who are looking to trial it.

Case Study

This case study describes how Wilson Browne solicitors, specialising in private client and commercial law, rebranded itself in the United Kingdom having left a national umbrella network.

Case Study

Sony, the electrical company, used SEO and paid digital ads to increase the number of visits to its audio-focused website in the US.

Article

This article argues that marketing departments must be realigned and streamlined, simplifying core tasks, so they can hire new expertise that can meet the challenge of adopting new technology.