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News

NEW YORK: The New York Times (NYT) has seen its global programmatic direct revenues double over the last three months, compared to the previous three, but the publisher and its clients still face some challenges in overseas markets.

News

LONDON: Header bidding has solved many problems in the programmatic buying process but its very success has thrown up new ones, according to an industry figure.

Article

This article provides a summary of how Header Bidding works, its benefits and drawbacks and best practices for how agencies and marketers can leverage Header Bidding to achieve their campaign goals.

Case Study

This case study describes how chocolate brand, Cadbury's Mandolin, used social media to launch a two-bar variant to young people in Egypt.

Case Study

This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.

Article

This event report explores how audio is changing the way brands must present themselves; voice-activated assistants and searches are growing and users are moving away from screens to use the internet and, ultimately, to make purchase decisions.

News

LONDON: Modern marketing is all about data, but collecting that from a multiplicity of sources and then making sense of it is a major challenge for businesses which really need to consider investing in a data management platform, an industry figure ...

News

LONDON: Out-of-home media is attracting some unexpected advertisers as the medium’s digital capabilities expand and the possibilities grow for a more creative approach using real-time and contextually relevant content.

Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

Article

This article provides a best practice guide to setting up and getting the best from aData Management Platform (DMP), which allows businesses to collect, integrate, manage, segment and activate large volumes of customer data across marketing channels.

News

CANNES: With the rise of programmatic ad buying, the capabilities of marketers targeting an audience of likely buyers have never been greater, but the Ehrenberg-Bass Institute maintains that segmentation, whether for creative or media planning, can ...

News

NEW YORK: Word-of-mouth marketing on social media remains limited by the wider failings of the digital ecosystem, a paper in the Journal of Advertising Research (JAR) has argued.

Opinion

The recent fallout over brand safety is yet another sign to the industry that we need to do more to establish and guarantee advertising only appears in brand safe environments, that the advertiser actually wants to appear in.

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.

News

CHICAGO: IBM, the technology company, has seen major benefits from applying artificial intelligence to its programmatic advertising efforts.

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.

Article

This event report outlines how Watson, IBM's cognitive-computing platform, can help enhance various aspects of marketing.

Article

This article provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

News

GLOBAL: The brand safety firestorm that flared in the first half of 2017 has highlighted the need for advertisers to play an active role in the stewardship of their media investments, according to Nick Manning.

Article

This article provides a best practice guide for advertisers to ensure their digital advertising is based on the right contracts and sufficient data to guarantee media transparency and brand safety – that is, their ads appear in an appropriate online context that does not damage brand reputation.

News

NEW YORK: The past year has seen a surge in the use of the native advertising format and a dip in programmatic advertising as advertisers react to brand safety concerns, a study suggests.

Article

This article summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.

Article

This event report looks at media agency GroupM’s move away from buying digital inventory on cost to focus on quality instead, in order to achieve better results.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.