This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency.
Chinese brands must work hard to improve differentiation and overseas recognition if they are to take on the multinationals, BrandZ data shows.
Global campaign effectiveness needs to be measured locally, from the ground up, not the top down.
No one can argue that the economy is shaky. With a double-dip recession in question, digital marketers are asking: "How do poor economic conditions affect ad performance? Can ads still motivate awareness during a weak economy?"
Great questions. We took a look, and here's what we found.
Chinese New Year is the most important holiday in the world’s most populous country and represents an enormous opportunity for brands and retailers.
Position in break, product irrelevance, emotional negativity and media
placement are all factors in viewers tuning out of television ads.
Understanding the relationship between creative and media can improve ad
A study of IPA Effectiveness, Effie and Cannes Lions Awards winners
reveals that ads don't need to persuade to be effective but they do
usually engage emotionally.
Exactly what is it that makes London one of the coolest, eclectic and most creative cities in the world? What does today’s generation of young people think about the capital and how can brands harness London’s vibe in order to better connect with young consumers?
To target or not to target?
That is the question marketers often ask themselves when trying to reach out to an ethnically diverse population.
Designed to uncover the brightest young writing talent in the WPP fold,
the 2011 Atticus "Under-30 Essay" winner is Eric Tsytsylin of Millward
Author and marketing analyst Ola Mobolade says too many CMOs are still unprepared for coming shifts among American audiences.
The digital advertising industry in Asia is only now starting to grow
out of the decade-long shadow of the west. As Asian companies leverage
display ads, social media and mobile to build brands and influence
consumer purchase decisions, digital advertising has become an
indispensable element of the Asian marketing mix.
Will increased understanding of the brain change marketing and the way we measure it? In an excerpt from The Branded Mind
, a new book by Erik du Plessis, Graham Page offers assessments of neuroscience techniques and how to get the most out of them.
Using social media and creating a regularly updated brand fan page is
not necessarily right for all brands. Marketers want to understand in
advance whether their investments will be justified.
Will brands devote more of their budget to good quality cross-media
research in the future? And what is the ROI? In this AdMap article, Sue
Elms shares some experiences from evaluating integrated communications
and how research helps add real value in providing actionable insight.
According to Elms, cross-media research pays dividends in ensuring the
optimum use of channels in maximizing a campaign's ROI.
The Asia Pacific region represents the world’s largest and fastest growing mobile internet population, where the smart phone is becoming embedded in consumers’ daily lives and the behavior of some markets allows us to glimpse into the future.
Millward Brown helped The Coca-Cola Company successfully migrate their online creative to a television commercial.
Culture—our collective history, beliefs, customs, habits, and values—is
the inescapable lens through which we view the world around us,
including the brands we encounter. Any effective marketing campaign,
therefore, must always take into account local expressions of culture.
Eileen Campbell, Global CEO, Millward Brown, explains how research can be used as the foundation for positive financial performance through the power of compelling creative.
Cheryl Stallworth-Hooper, CEO, North America, Firefly Millward Brown, reflects on the state of qualitative research, and how traditional methodologies combine with new, digital tools to create a fresh and exciting landscape for future marketers in this realm.