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Theories & ideas of media planning

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News

NEW YORK: IBM, the tech company, has helped Unilever, the consumer packaged goods manufacturer, test the potential of the blockchain to tackle several problems that currently shape the media-buying process.

Article

IBM, the tech company, and Unilever, the consumer packaged goods manufacturer, joined forces to experiment with using blockchain technology in the media-buying process.

Research Paper

Details the findings from a study by Ebiquity that looks at re-evaluating media decisions to optimise advertising budgets.

Opinion

Do you remember writing a thesis and feeling slightly upset as you start to realise that no one will ever read it besides your professors, or at best, your parents? Students should receive the recognition they deserve for their hard work – other than just the grade at the end of the academic year.

News

GLOBAL: Advertisers are having to rethink the way they invest in paid media and take greater responsibility for their investments rather than outsourcing the task to agencies, an industry figure has argued.

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.

Article

Procter & Gamble, the consumer goods giant, is seeking to transform its agency relationships across a range of dimensions.

Article

Explains what blockchain is, its benefits, how it can be used in advertising and the future of blockchain.

Article

Today's digitised world has created a proliferation of data as people create a record of their individual behaviours and look to share it with marketers in exchange for a more valuable experience.

Article

Screens have a proven track record in delivering effective commercial messaging but the industry hasn’t fared well at capitalising on the attention opportunity provided by nascent digital routes to market.

Article

This article outlines the key media trends set to shape Thailand's marketing landscape through to 2020, including mobile, programmatic, AI, big data, and addressability.

Article

Kathy Gardner, VP Media Insights at thinkTV, discusses the extent to which the media habits of the advertising industry differ from the 'average Canadian' and looks at how our personal media habits are biasing our assumptions of others' behaviors.

Article

This article explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

Article

Explains how age and gender stereotypes are being turned on their head and have no place in modern marketing, using 107-year-old Japanese sprinter Hidekichi Miyazaki and Millennial Mark Zuckerberg as examples.

Article

Audience segmentation is often split between the large, average audience often associated with 'traditional' planning vs a hyper-granular 'audience of one' created from a plethora of digital data sources.

Article

Strong consumer profiles build strong audiences and while there are more technology solutions than ever, they are cookie-based, so can only offer a snapshot of what consumers browse over a short period of time.

Article

Outlines three key trends that can build brand connections in an age where technology is removing friction from people’s lives and giving them a greater ability to choose what they want, when they want it and how they want it.

Article

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

News

LONDON: The digital advertising duopoly of Facebook and Google is unlikely to be seriously challenged in the near future so marketers and agencies are simply going to have to think long and hard about how they manage relationships with the two, a ...

News

GLOBAL: Leading global advertisers are prepared to re-think their organisation’s approach to media as the complexity of that environment increases, according to a new study.

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.

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.

Opinion

BEST OF 2017 OPINION: The rumble in the jungle, it wasn’t. Nor was it the Thrilla in Manila.

Opinion

Great media thinkers must be multi-dimensional. They must be able to both understand the rules and create the conditions necessary for creativity to have impact.

Article

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.