Knowledge Partner Content
Brand on the Run: Behind HP’s Partnership with Paul McCartney
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’s Top Shelf Approach to Sponsorship
Heineken uses its sponsorships to maintain their premium global positioning and engage consumers worldwide, according to IEG.
Wheat Thins Uses Music to Support Brand Repositioning
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.
Attracting Brand Ad Dollars
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.
Mobile Shopping Framework: The Role of Mobile Devices in the Shopping Process
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.
China to Surpass Japan in Total Media Spending This Year
According to this eMarketer report, by the end of 2011 China will become the second largest ad market in the world.
Gen Xers Rule Traditional and Online Media
According to this eMarketer report, members of Generation X are spending large amounts of time online, watching TV, and watching online video.
Retail to Nearly Double Other Industries in Online Ad Spending
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.
BrightLine Consumer POV: Females
A recent BrightLine research brief examines the potential to reach the digitally driven female demographic via advanced television advertising.
Digital Dads: I’m Not a Subsegment
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.
Audience Engagement with the Mobile Phone: Budgeting for Mobile Activation in 2011
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.
Cross-Platform Optimization: Getting to a Smarter Mix
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.
Advertising Effectiveness: Understanding the Value of Social Media Impressions
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.
eBay Motors’ Auto Buyer Takes App for a Spin
Steve Yankovich, VP of mobile, eBay, discussed the growth of mobile activity and spending in eBay’s automotive category.
How Shutterfly Leverages Channels to Meet Campaign Goals
Katelyn Watson, Senior Manager, Online Marketing, Shutterfly, shared her thoughts on online display advertising in this eMarketer Q&A.
Search, Display Trends Push Online Ad Spending Past $31 Billion
In this report, eMarketer has forecasted that U.S. online ad spending will increase by over 20% in 2011.
Invest, Don’t Buy: A Smarter Way to Sponsor
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.
Ipsos Mendelsohn Affluent Marketplace Brief: Hispanic Affluents
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.
CPG Creative Best Practices Online: Driving Breakthrough and Persuasion
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.
