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Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Opinion

Dynamic creativity, viewability, and the use of ad tech for brand building are topics at the forefront of the current conversation.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

KFC, the quick-service restaurant chain, has greatly strengthened its brand in the past few years, and credits Wieden+Kennedy, its agency, for helping drive this process.

Article

This report, conducted by Omnicom Media Group’s Benchmarketing, examines out-of-home ROI and media mix optimization for seven key product categories: Automotive, consumer electronics, CPG food & drink, retail grocery, retail – non grocery, finance and banking, and restaurants and coffee shops.

News

LONDON: Out-of-home advertising is enjoying a renaissance in many markets, as its newfound versatility, driven by data and digital, demands planners reconsider its role on their media plan, an industry figure says.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Article

Argues that the 'planner of the future', who can help guide clients through well-argued and supported strategies for growth, is in more demand than ever.

Research Paper

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

Article

The Italian train station operator Grandi Stazioni uses innovative data sources to craft advertising in one of the most important retail occasions for many consumers.

Article

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Article

The Association of National Advertisers (ANA) and Forrester Research surveyed over 120 marketers to understand their perspectives on old and new modes of TV advertising.

Data

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.

Opinion

Data risks going the way of ‘digital’ in becoming a meaningless buzzword. What we’re looking for is information and forgetting that in favour of data can leave marketers looking for tactics rather than creating strategy, argues UM London’s Adam Morton.

News

LONDON: The UK’s ad market reached a new milestone during the third quarter of 2017 as almost one in four pounds spent on advertising went to mobile, which posted year-on-year growth of 30.7% to £1.3bn, according to Advertising ...

News

NEW YORK: Agencies have traditionally managed most of the communications problems facing brands, but John Deighton, of the Harvard Business School, believes that deeper, richer sources of information technology (IT) might redefine such basic ...

Research Paper

This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.

Research Paper

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

Article

Offers six principles which, if followed, can help telecoms brands break through the inertia and achieve market effectiveness.

Article

This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.

Article

Proves to marketers that radio can work for their brands by highlighting how the medium is successful through case studies from Coca-Cola, the soft drinks brand, and T-Mobile, a telecoms company.

Article

The growth of the internet and the convergence of IT and advertising will slowly lead to marketing being conducted on small set of dominant design platforms.

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.

Article

Explains how digital out-of-home advertising (DOOH) is coming of age, and highlights how the opportunities are boundless for brands that are willing to invest and experiment.

Article

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.