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Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

Research Paper

Black-oriented media, content with predominantly Black casts or racial themes, is marketed primarily toward Black audiences, but how audiences perceive such targeting is unclear.

News

GLOBAL: In a marketing environment where greater emphasis is being placed on customer experience, marketers need to consider adopting a measure for share of brand experience rather than continuing to rely on share of voice.

Article

Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media.

News

MOUNTAIN VIEW, CA: YouTube is investing in new formats and new monetization opportunities as well as continuing to tackle brand safety issues, according to its chief executive officer.

Case Study

BT Sport, the sports TV channel, used social media, OOH and media partnerships to increase awareness of its rights to broadcast cricket and grow sales in the UK.

Case Study

Beko, a consumer electronics company, used a social media chatbot to connect with football fans in Turkey and improve brand metrics.

Research Paper

Focuses on women's representation in advertising in Brazil, from a business measurement perspective, and looks into how it can impact advertising performance, as well as providing solutions to making advertising more inclusive.

Research Paper

This article argues that only a combination of active questioning, passive observation, and explicit and implicit data capture can lead to total consumer understanding and that brands need to activate both System 1 and System 2 thinking to be successful.

News

MUMBAI: India’s e-commerce businesses tend to grab the headlines but the digital world accounts for a fraction of retail sales and brands can still achieve successful outcomes in the real world by working closely with shopping malls.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Case Study

The University of Engineering and Tehcnology (UTEC), a private university in Peru, used an invention and PR to increase interest in its courses.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Article

Discusses the issue of ad wearout, including the challenges for advertisers and tips on how to face them.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

Sportswear manufacturer adidas launched a campaign to support disabled athletes in India.

Case Study

Club Mahindra, a holidays company, used a TV ad integrated with mobile ads to increase holiday bookings in India.

News

NEW YORK: It appears that parents and families are the keenest early adopters of smart speakers and voice technology, according to a new study specifically aimed at helping marketers get to grips with the emerging trend.

Article

Twitter, the social-media platform, used conjoint analysis in order to establish the characteristics of the tweets that are most likely to be shared.

News

NEW YORK: AT&T, the telecoms and entertainment company, is driving progress when it comes to making sure that women are portrayed accurately in advertising.

News

SAN FRANCISCO, CA: Alphabet’s YouTube has announced a new product that will allow brands to maximise reach from shorter ads by simplifying inventory, an enhancement of the six-second ‘bumper ads’ and promoted cards introduced two ...

Article

AT&T, the telecoms and entertainment company, is driving progress when it comes to accurate gender portrayals in advertising.

News

SINGAPORE: Globalisation of work, outsourcing of memory and the popularity of traditional medicines are all trends currently impacting consumers across Asia, according to a new report.

Article

Global strategies, campaign updates and trends in the savoury snacks category.

Article

Global strategies, campaign updates and trends in the beer and cider category.