Knowledge Partner Content
Hewlett-Packard has signed on to sponsor Paul McCartney’s 2011 tour. In addition to the tour itself, elements of the partnership include the creation of a cloud-based digital library of Beatles music and other content archives.
Heineken uses its sponsorships to maintain their premium global positioning and engage consumers worldwide, according to IEG.
Wheat Thins (a Kraft brand) has used its sponsorship of the Bonnaroo Music and Arts Festival as a platform to sample products, boost consideration, and engage young adult consumers.
This white paper from SQAD hypothesizes that better industry tools, such as an industry cost database, could add valuable insight, reduce friction and costs, and improve the planning process with respect to the area of digital display advertising.
For this 2010 study, Yahoo! commissioned Nielsen to develop a framework for mobile Internet shopping behavior in order to aid marketers in better understanding mobile usage, mobile impact on purchase, mobile advertising, and mobile shopping penetration.
According to this eMarketer report, by the end of 2011 China will become the second largest ad market in the world.
According to this eMarketer report, members of Generation X are spending large amounts of time online, watching TV, and watching online video.
According to this eMarketer report, the U.S. online ad market is growing rapidly in 2011, with a 20.2% increase predicted over last year.
A recent BrightLine research brief examines the potential to reach the digitally driven female demographic via advanced television advertising.
Yahoo!, in conjunction with DB5 and Hunter, provides a new study examining the evolving role of men in household purchase decisions.
Acting on Customer Intelligence from Social Media: The New Edge for Building Customer Loyalty and Your Brand
SAS draws upon insights from a June 2010 webinar featured in the AMA Marketing Effectiveness Online Seminar Series to provide guidance to organizations on building brands and customer loyalty via social media.
In this Mozes whitepaper, marketers will learn how to utilize mobile in order to successfully engage with consumers for live events, how to more effectively budget for mobile activation around live events and sponsorships, and about the lifecycle of consumer interaction with live events on their mobile phones.
This recent Yahoo! study highlights how Yahoo! and Nielsen partnered on a new methodology for identifying how to optimize a smarter media mix across multiple platforms, which they then tested with four campaigns for TV, print, and online.
Nielsen provides insights to marketers on building a Facebook fan base to increase the effectiveness of paid media through social advocacy, as well as how the social context influences the value of earned and paid impressions.
Steve Yankovich, VP of mobile, eBay, discussed the growth of mobile activity and spending in eBay’s automotive category.
Katelyn Watson, Senior Manager, Online Marketing, Shutterfly, shared her thoughts on online display advertising in this eMarketer Q&A.
In this report, eMarketer has forecasted that U.S. online ad spending will increase by over 20% in 2011.
This white paper from IEG looks at how marketers can enhance their sponsorship strategies and features case studies from Xerox, the NFL, IBM, Gatorade, and GE.
This report from Ipsos Mendelsohn looks at the interests, technological preferences, and views on the home and family of affluent Hispanics in the United States.
Yahoo!, in partnership with Ipsos OTX, conducted quantitative research to understand how digital creative plays a role in driving breakthrough and persuasion, and in prompting a change in brand desire for consumer packaged goods.