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Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Article

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Research Paper

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.

Article

Despite technology enabling campaigns to be more tightly targeted than ever, campaign effectiveness is falling and people don’t seem to be as enamoured with advertising as they used to be.

Article

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.

Article

AARP, an interest group focused on consumers aged over 50 years of age, has found that pharma brands often fall short when trying to engage this audience.

News

SYDNEY: Australian women of all ages spend more time on social media than their similarly aged male peers, with the greatest differences apparent in the youngest age groups, according to new research.

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.

Research Paper

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.

Article

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

News

WASHINGTON DC: A large majority of Americans continue to use Facebook (68%) and YouTube (73%), but social media platforms like Snapchat and Instagram are especially popular among young consumers aged 18 to 24.

Article

Deutsche Telekom, Channel 4, Suzuki, Disney, and Warner Brothers are among the brands that shared their learnings from the WARC Media Awards.

News

SAN FRANCISCO: Social media and tech companies are coming under scrutiny as never before, and now some of Silicon Valley’s leading figures are launching an initiative to warn of the dangers of addictive tech, especially for children.

News

MANILA: There is a mood of uncertainty in the Philippines this year as the political climate, changes in taxation and slow infrastructure development challenge Filipino consumers.

Article

Asia's kids are digitally-native consumer powerhouses, influencing their parent's spending in the clothing, travel and household categories while also spending more than three hours a day online.

Article

Women will soon control more than two-thirds of consumer wealth in the US, yet technology companies still need to do more to reach this target.

Article

Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.

Article

Explains how to effectively market to seniors, as many now feel disengaged and misunderstood, and highlights the importance of looking at older people through a different lens, enabling more compelling, and lucrative approaches.

Article

Digital audiences in Indonesia are “millennial by default” and marketers should adapt to local consumption habits to go viral in the country.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

News

SAN FRANCISCO: American children aged eight and under now spend 48 minutes a day on mobile devices, up from just five minutes in 2011, a new report has found.

Research Paper

Advertising is evolving rapidly as digital and mobile technologies continue to develop. These platforms offer consumers unique experiences and a diverse selection of content.

Case Study

Colonial Williamsburg, a national tourist attraction in the US, released a new mobile app to encourage tourists to interact in the real world.

Case Study

The Canola Council of Canada, an industry association, used PR, influencers and social media to boost the reputation of canola oil in India and grow sales.