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Article

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

Article

Brands should beware becoming addicted to digital hypertargeted advertisements which can be detrimental to brands in the long term.

News

GLOBAL: Marketers believe that they are likely to waste around a quarter of their marketing budgets this year, according to a new report that also highlights how they remain focused on reach rather than tracking performance.

Article

Explores the current writing and thinking on the effectiveness of radio, a medium with inherent persuasive strengths and a track record of strong RoI.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

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.

Research Paper

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

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.

Research Paper

Dulux, a paint brand, used a new research methodology that harnesses the power of social data, which enabled it to understand painting and decorating in the wider context of UK consumers' lives.

Research Paper

Discusses how merging methodologies and data sets can be beneficial to the SaaS (Software as a Service) industry where segmentation frameworks are heavily influenced by feature usage.

Article

Audience segmentation is often split between the large, average audience often associated with 'traditional' planning vs a hyper-granular 'audience of one' created from a plethora of digital data sources.

Case Study

Indian app Krispy increased its consumer retention with the development of a video recommendation engine.

Article

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand growth strategies.

Opinion

Studies suggest that likability is the key driver of advertising efficacy, outperforming all other measures as a predictive metric, so, argues Faris Yakob, why don’t more brands aim for being liked – a much more realistic goal than being loved.

Case Study

Beauty brand Parachute Advansed used a multichannel strategy based around the festivals of Diwali, Holi and Onam, to rekindle the lost tradition of hair-oiling among a new generation in India.

Case Study

Houlihan’s, a US restaurant chain, increased sales by using segmentation to target customers who liked to have snacks with their drinks at the bar.

Research Paper

This article describes how machine learning was used to research mood states and digital activity when buying chocolate to build contextual profiles for the purpose of programmatic media buying.

Case Study

Timberland, the American outdoors wear manufacturer, switched to a consumer data-driven approach to increase sales in the UK.

Case Study

HP, an IT company, connected with its audience in India and communicated its message surrounding Diwali by creating a digital audio ad that showed the importance of gift giving.

Article

This article examines the correct use of mobile advertising metrics and how they can help advertisers rethink their cross-platform campaigns.

Research Paper

This work investigates under what circumstances a television campaign should be complemented with online advertising to increase combined reach.

Research Paper

Using established marketing laws, such as the brand usage and image relationship and the double jeopardy effect, the current research shows how to analyze the market performance of different types of mobile apps.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

News

SYDNEY: There’s a link between increased ad frequency and brand resonance in some categories, but more than a fifth of digital ads - 22% - in Australia are failing to boost key brand metrics at all, according to a new report.