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Article

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

News

GLOBAL: With an ever-expanding list of video ad options, marketers must evaluate platforms based upon a set of fundamental elements and make impartial assessments of their ability to build brand success, according to a leading industry figure.

Article

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

Case Study

Diet brand Verena Sure circumvented strict government regulations by using its own digital and social media platforms to launch its over-the-counter product in Thailand.

Opinion

Retail is changing and so are the formats through which to influence purchase. On Device Research’s Alistair Hill talks through some of his firm’s findings in this area.

Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

News

SEATTLE: Amazon is reported to be rationalising its sometimes labyrinthine ad business to make it easier for advertisers to buy and manage their campaigns on the e-commerce giant.

Article

The Association of National Advertisers (ANA) and Marketing Accountability Standards Board (MASB) conducted research into how brands are tracking their sponsorship spend.

Article

NBCUniversal, the media company owned by Comcast, has built out a wide range of capabilities to help it compete with newer entrants into the advertising space.

News

LONDON: Things may look gloomy on the UK high street, with retailers facing increasing costs and twin threats from e-commerce and D2C brands, but digital ads can help drive footfall according to new research.

Case Study

Car brand Volkswagen used online videos based on real-life customer queries to launch its Tiguan model in Russia.

Case Study

Superdry, a branded clothing company, mixed up its approach to its key sales category, jackets, by creating the 'This is the jacket' campaign in the UK.

Article

Looks at ways to use data more wisely in order to predict the context in which marketing messages will be received, allowing for a more targeted approach.

Article

Introduces a series of papers that explore the role that context plays in advertising effectiveness.

Case Study

Car brand Chevrolet created five car marque ambassadors and a 360-degree campaign around them to update the brand and boost sales in Mexico.

Case Study

Car manufacturer Chevrolet used a content-led strategy to explain the benefits of its OnStar telematics system and appeal to car buyers in Mexico.

Case Study

Car brand Chevrolet used a combination of digital, TV, print, cinema and a tie-in with Spotify to launch its New Generation Spark model and retain its leadership of the small car sector in Mexico.

Case Study

Volkswagen Group Russia launched an integrated campaign focusing on the benefits of laser welding for the Polo model, leading to significant sales growth.

Research Paper

Kantar, the Data Investment Management division at WPP, designed a new framework for the brand purchase funnel in Asia in order to leverage the power of consumer data and turn it into impactful marketing results.

News

LONDON: Heineken, the Dutch brewer, is rethinking the path to purchase in recognition of the new environment in which consumers perceive brands - with many more touchpoints than ever before now seen as points of purchase.

Article

Expedia research conducted mid 2017 has revealed that different nationalities have different travel behaviours when it comes to budget, length of stay, choosing a destination or accommodation.

Article

With huge brands, such as the Dutch lager brand Heineken, thinking about a conversion 'funnel' is no longer particularly useful, as online and offline mix and brands aim for an extended consumer relationship.

Case Study

Cineplex Entertainment, a cinema chain in Canada, used an emotional animated film shared online to increase sales.

Article

Global strategies, campaign updates and trends in the luxury auto category.

Case Study

Royal Caribbean, the holiday company, used social media to connect with consumers in a competitive market in the US.