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Article

This article provides marketers with information and guidance about combining TV and digital media strategies.

Article

This article argues that telecom marketers need to re-evaluate their media strategies in order to adapt to three paradigm shifts: the death of broadcast TV; brands as publications; and phones moving from voice to data.

Research Paper

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.

News

LONDON: Few video ads deliver a strong emotional message that consumers will quickly absorb and that will remain with them long into the future, according to a new study which suggests marketers remain too focused on short-term outcomes.

Article

This event report outlines research conducted by AOL, the media group, regarding how to improve consumer engagement with digital video ads.

Opinion

Quinn Kilbury, Senior Brand Director at Heineken US, will  chair the Effective Social Strategy category in the  Warc Awards 2017 .  Here he talks to Lucy Aitken about how he sees social, the longer term brand value it can create and the newer platforms he expects to see represented among this year's entries.

Article

This article explores how the BBC used emotional reactions to content to refine its content marketing offering and offers advice for brands on telling effective stories.

Article

This article outlines how new video consumption patterns in India are moving the country's heavily TV-centric media market toward mobile and online video.

Research Paper

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

Research Paper

This paper evaluates the impact on ROI of emotional attachment to television programs and the resonance between a program and the advertising aired during it.

Research Paper

This paper investigates consumers’ biometric responses to a range of different mobile advertising formats, including interstitial, in-stream and sidekick units.

Article

This webinar discusses how social media can help plan and amplify content and why the shape of social media conversations needs to be analysed to give a full picture of effectiveness.

Article

This event report outlines how Coca-Cola, the soft drinks giant, measured advertising engagement among Brazilian teens in real time during the 2016 Olympic Games.

News

SAN FRANCISCO: The use of haptic technology to bring consumers' sense of touch into play in mobile video ads can produce a 50% uplift in brand favorability, according to new research.

Article

This webinar explores how digital drives brand performance across Latin America.

Article

This event report offers some advice concerning how brands can deepen their online relationships with consumers.

Article

This paper explores how to select the correct metrics to measure the social media activity and engagement of consumers with a brand during a campaign.

News

LOS ANGELES: Kia Motors America, the car manufacturer, has enjoyed consistent success through building its marketing strategy around four key "pillars" of music, pop culture, connectivity and sports.

Research Paper

This article examines the opportunities and risks specific to digital engagement due to the prolific number of people with multiple social media accounts.

Article

This paper examines media impact metrics, focusing on how time can be used as an unbiased and quantifiable measure of people's attention.

Opinion

Recent product launches such as Google 's Daydream and Sony 's Playstation VR headsets would suggest that virtual reality (VR) really is on the verge of mainstream adoption.

Case Study

This case study explains how BBC Global News, an advertiser-funded news organisation that operates in all countries except the UK, used emotion-testing technology to measure the effectiveness of its content-led marketing.

Article

This article follows the logical conclusion of digital systems predicting demand to a world where algorithms do all of the work, giving consumers just as much value with far less engagement in shopping and buying.

Research Paper

This paper reports on research by AOL in the United States that investigates the most effective ad formats for shifting key brand metrics, the impact of different devices on ad format effectiveness and consumers' expectations of ads on their mobile devices.

Research Paper

The current authors’ research addressed the importance of a billboard’s location and visual saliency in capturing consumer attention.