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Case Study

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

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Article

Tourism Australia’s viral campaign ‘Dundee’ aired at the Superbowl, but the ongoing benefits of the campaign have been through heavy programmatic spend, customer journey mapping and consumer data analysis.

Case Study

The Ontario Tourism Marketing Partnership Corporation (OTMPC) increased domestic tourism in the region by showing Canadians how exotic Ontario could be.

Case Study

Imitating a perfume brand helped Gain, the US detergent brand, communicate the scent value of its Gain Flings product and increase sales in the US.

Case Study

Nissan, the automobile manufacturer, emphasised the off-road capabilities of its Rogue crossover utility vehicle (CUV) to increase sales in Canada.

Article

Hilton, the hospitality company, has moved beyond demographics as it seeks to create marketing that truly resonates with consumers.

Article

As technological advances continue apace, a need will grow for more standardised measurement and tech integration to better connect channels and deliver unified advertising solutions.

Article

Advertisers can serve digital advertising to the right audience, but if the individuals targeted aren’t in the right frame of mind or at the right stage of the path to purchase, they are wasting their time.

Article

Best Buy, the electronics retailer, has transformed its marketing strategy to reflect new realities in the consumer marketplace.

Article

Volvo USA, the automaker, has enjoyed clear benefits from adopting a "non-linear" storytelling approach in its advertising.

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.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Article

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.

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.

Research Paper

Discusses the current state and the future of TV ad models in the US, exploring how we can improve programmatic TV advertising outcomes, and providing evidence of the predictive power of various pieces of the data picture.

Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.

Article

Looks at how loyalty has changed thanks to digital transforming the value exchange and how delivering a great brand experience can be done through the drivers of relevance, utility and purpose.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Article

Laundrapp was born from the simple observation that dry cleaners and laundrettes had yet to be disrupted by digital, but not all of its initial assumptions were so astute.

Opinion

Mike Teasdale warns network ad agencies that they should focus on how to use data to help their clients achieve a consistently connected brand experience or risk being run over by the management consultancy juggernaut.

Article

Clorox, the consumer packaged goods manufacturer, placed renewed emphasis on driving long-term brand relevance after briefly allowing short-term objectives to take precedence.

News

LONDON: Big data is the driving force behind modern marketing, but it can seem overwhelming at times, so marketers should adopt six key steps to help them make the most of the mass of information, according to a leading digital specialist.

Article

Six key steps to help marketers navigate the volume and complexity provided by big data and glean meaningful insights.

Case Study

P&G, a multi-national consumer goods corporation, launched a campaign in Vietnam to increase customer engagement, interaction and purchase.