HP, the technology giant, has driven sales of its secure printers through the smart use of customer insights and leveraging the power of online video with a narrative content initiative entitled “The Wolf: True Alpha”.
Brands around the world are starting to seriously evaluate the potential of TikTok as an advertising channel, although measurement and brand safety issues may be stumbling blocks, according to a new WARC report.
At a time when brand purpose is becoming a differentiator, the ad experience itself can become part of that strategy – highlighting what a brand stands for, increasing engagement and raising money for causes.
The online video market in Asia-Pacific is expected to double in size over the next five years, as the explosive growth of screens and smart devices, boosted by mobile broadband connectivity, drives digital growth across the region.
Digital video is now an integral part of European marketers’ advertising plans, according to a new report, which also highlights the widespread use of programmatic direct and real-time bidding and a continuing reliance on in-stream formats.
The Walt Disney Company, creator of Mickey and Minnie Mouse, and owner of both the Marvel and Star Wars franchises, has unveiled its long-awaited streaming service as it prepares to vie with some of the mightiest tech companies in the video ...
Shell, Lexus and Jaguar Land Rover are among the brands that have experimented with using Amazon Prime Video as a distribution platform for long-form branded content – while generating revenue at the same time.
Brian Carruthers, Event Reports, Advertising Week Europe, March 2019
TOMS, the ethical shoe and coffee brand based in the US famous for donating a pair of shoes to those in need whenever a customer makes a shoe purchase, is moving to activate its media budget with its ethical purpose.
TikTok, the Chinese mini-video music app which recently registered one billion downloads globally, differs markedly from its western rivals in that it is less about connecting with friends than about making temporary connections with other people ...
Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.