News
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18 September 2018
Digital media giants Facebook and Google will come for Australian TV ad spend next, marketing academic Mark Ritson has warned, as magazines and news continue to weather the storm.
Article
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WARC Best Practice, September 2018
Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.
Case Study
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SABRE Awards, Gold, APAC, Australia/New Zealand, 2018
Go Gentle Australia, a right-to-die advocacy group, was able to emotionally engage Australians with its six-minute film.
Case Study
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SABRE Awards, In2 APAC, Best in Product Reviews (Earned), 2018
Gong Cha, a bubble tea chain, launched a successful return to the Singapore market with its social media campaign.
Case Study
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SABRE Awards, Gold, APAC, Japan, 2018
JOY, a dishwashing detergent from consumer goods foundation P&G, launched a video and made sharing chores part of a pre-nuptial marriage certificate in Japan to promote sharing housework between couples.
News
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11 September 2018
MELBOURNE: Marketers are expecting more TV quality content on an online video budget, according to new research.
Case Study
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SABRE Awards, Diamond, APAC, Superior Achievement in Research and Planning, 2018
Daiwa House, a leading house builder in Japan, addressed housework inequality through a combination of home design and a targeted campaign combining surveys, online content and offline events to stimulate a nationwide conversation about "nameless chores".
News
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11 September 2018
GLOBAL: With an ever-expanding list of video ad options, marketers must evaluate platforms based upon a set of fundamental elements and make impartial assessments of their ability to build brand success, according to a leading industry figure.
Case Study
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SABRE Awards, In2 APAC, Digital and Print Media, 2018
Go Gentle Australia, a right-to-die advocacy group, was able to emotionally engage Australians with its six-minute film.
Case Study
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Irin Ko, WARC Prize for Asian Strategy, Shortlisted, 2018
Thermos, a food and drink storage brand, increased sales in Japan with videos distributed through TV, cinema, digital and social media.
News
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10 September 2018
MELBOURNE: Online video and TV brought together to create video at scale can make a big impact for brands, according to advertising effectiveness expert Les Binet.
Article
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Marianne Vita, WARC Best Practice, September 2018
Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.
Case Study
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Talha Bin Hisaam, Nadia Putri Prianti, WARC Prize for Asian Strategy, Shortlisted, 2018
Skin and baby-care brand Johnson's used an integrated campaign in Indonesia to grow sales and establish itself as a baby-care expert in a category that lacked differentiation.
Case Study
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Kawal Shoor, Navin Talreja, Heval Patel, WARC Prize for Asian Strategy, Shortlisted, 2018
Saregama, a music company in India, created a new product to monetise its music archive and appeal to older people.
Research Paper
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Nicholas Burton and Simon Chadwick, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 282-296
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.
Article
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Kimberly Rose Clark, Kenneth Raj Leslie, Manuel Garcia-Garcia, and Matthew L. Tullman, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 311-325
Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.
Article
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Judy Ma and Brian Du, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 326-337
As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).
Article
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Oliver Feldwick, Admap, September 2018, pp. 22-24
This article argues that it is time to capture quality attention, measure and trade it fairly, and then fill it with content that is entertaining, engaging, educational and enticing.
Article
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Pete Buckley, Admap, September 2018, pp. 28-29
Advertisers need to move away from duration-based measures of attention and adopt a practical, three-step framework that can measure it more effectively.
Article
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Tom Doctoroff, Admap, September 2018, pp. 30-31
Shows how marketers can create impactful engagement across touchpoints, using examples from brands such as Nike, Lego, Red Bull and De Beers.
Research Paper
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Bernard Cools, Admap, September 2018, pp. 32-33
Provides lessons for TV planners and advertisers based on the results of research from Belgium that examined attention levels to TV programmes.
Article
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Euromonitor Profiles, August 2018
This Company Profile from Euromonitor provides key details and analysis of Samsung Corp in the consumer appliances market.
Article
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Stephen Whiteside, Event Reports, CommerceNext, July 2018
Away, the direct-to-consumer luggage brand, has developed various ways of engaging its target audience beyond pure e-commerce.
Research Paper
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Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Digital First, August 2018
This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.
Article
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Lizzie Rabone, Admap, September 2018, pp. 38-40
Expands on how to get the most out of working with influencers and advises on how to use the four pillars of reach, relevance, authority and accessibility to achieve success.
