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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.

Article

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

Article

Describes findings from the updated Media2020 Refresh study, which surveyed more than 250 senior marketers responsible for over £5 billion in advertising investment.

Article

Outlines six key techniques for measuring and improving social media campaigns to prove their value and secure buy-in from the C-Suite, using a campaign from global cinema brand National Amusements for the launch of a children’s movie.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

This article explores Google and Facebook's digital duopoly, as the two largest players in the digital advertising market are growing faster than any other competitors.

News

MENLO PARK, CA: Facebook is trialling a new approach to distributing publisher content that has the potential to significantly reduce the reach of non-promoted posts.

Article

There's more data than ever, but analytics is more complicated and more diverse than it has ever been before; with more being measured, finding out what you need to know is more important than ever.

News

SAN FRANCISCO: Pinterest, the image-collecting site, has updated its Ads Manager function, which effectively enables advertisers of all sizes to target users with greater precision.

News

MENLO PARK, CA: Facebook is performing a beta test of an enhanced version of its Audience Insights API, which will allow brands to study users’ posts and comments with a view to giving advertisers greater insights.

News

HONG KONG/NEW YORK: Western luxury and fashion brands seeking to extend their reach in China must make their presence felt on Chinese social media platforms if they are to find success, according to a specialist industry insights firm.

Article

This article explains how the gap between consumers and technology, such as Artificial Intelligence and machine learning, is closing ever more rapidly and affecting how we buy.

Article

This article describes what it would actually mean for adtech and martech to come together and the hurdles that would have to be overcome.

Article

This article explores the future of TV and video content over the next five years, based on industry expert interviews, primary GroupM research and secondary research within the UK.

News

NEW YORK: Social media and “advanced technologies” play increasingly important support roles in brands’ sponsorship activities, new research has shown.

News

LONDON: The UK government’s executive agency for health in England has launched a new digital marketing strategy, which aims to make more effective use of data and partnerships with tech firms to promote healthier lifestyles.

Article

Online advertising is at a turning point as digital spending overtakes TV, says Procter & Gamble's chief brand officer.

News

BEIJING: The influence of the BAT (Baidu, Alibaba and Tencent) in China is extending into new areas and impinging on the role traditionally played by media agencies, ad tech executives have suggested.

News

GLOBAL: Advertising accounts for only around 1% of Amazon’s annual revenues but that is set to change thanks to a combination of its unrivalled shopping data, new ad tech tools and its lead in voice technology as well as changing consumer ...

Article

This article provides an overview and analysis of Amazon's rising prominence in the digital advertising market and how brands are using Amazon to increase awareness and consideration, as well as driving sales.

Article

This article introduces three steps brands can take in order to harness the power of social to increase sales as the model begins to take off in Western markets.

Article

This short article lists the books that influenced Steve Stokes, CSO at DUKE.

News

LONDON: In the quest to break through online clutter, brands need to challenge the capabilities and restrictions of social media formats in order to surprise consumers with something new, an AKQA planner has said.

Article

This event report describes how social media has shifted from a new, largely uncharted medium that prized likes and shares, to a mature channel with big spend and accountability; as a result of the change, the need for a fresh use of social formats has never been more necessary.

Article

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.