Thought Leadership Series
The best way to win an audience is to communicate at the local level. There is a level of trust for the local broadcast stations that can’t be replicated nationally.
As TV continues to change and grow, the interactivity is becoming increasingly more important. It's time to reinvent the television station as the entry point for local media consumers.
As viewers “opt in” to a broadcaster’s local media community, marketers can tap in to a number of advertising opportunities to reach active, engaged, and opinionated consumers.
Discover three important ways procurement can add value for their marketing stakeholders. A strong foundation of people, processes, and systems must be in place to support these key strategies.
Finding the right agency is about more than who has the best creative. It can be hard to know if you’ve made the right decision, but if you hire the wrong agency, you’ll figure it out fast.
Data from the GfK MRI Survey of the American Consumer provides insights on several target groups. These include Apple fans, political news junkies, young urban dads, and professional women.
Learn about how the Martin Agency used consumer research in two client case studies. These case studies combine demographic research with media schedule evaluation.
In the era of Big Data, successful brands need collaboration from their people and their marketing databases. Once the challenges around successful integrations have been conquered, the rewards can be sizable.
Experts in data analysis tell endless stories of companies that failed to see the big picture when it comes to interpreting their consumer data. A little creativity, they say, can make all the difference.
Once a brand decides to address its enterprise challenges with a Digital Marketing Hub, three steps are in order. Develop a maturity model, clean up processes, and integrate creative.
The Digital Marketing Hub is ushering in a whole new standard for engaging customers. It helps marketers solve several long-standing challenges including measurement, attribution, data and analytics, and tagging.
While the reams of new data can be difficult to manage, harvesting it can lead to more effective marketing campaigns. Learn how data analysis led to the "Green Line" campaign from Fidelity.
A case study from the American Institute for Cancer Research shows that sending marketing and donation requests through the mail is still an effective strategy.
Mail volume might be down, but combining direct marketing with new media strategies has provided increased results. Get the top 10 direct mail best practices from the Direct Marketing Association.
Why integrate direct mail into our advertising? Short answer: it works. Case studies from Zappos, Dukky, and TruGreen show how mail is making a major difference in advertising and marketing campaigns of all kinds.
Brands are dealing with new and evolving consumer strategies along the path to purchase. Learn about how these trends are being successfully executed by marketers.
Research recently conducted by Ipsos for Condé Nast Ideactive identified significant, and often overlooked, areas conducive to consumer engagement at pre- and post-purchase points. How best to engage consumers’ emotions depends on what device they’re using and where they are in the purchasing journey.
Retailers are reacting swiftly consumers armed with smartphones and other mobile devices. It’s crucial that retailers engage mobile shoppers so that they still find their way back into the store, as opposed to simply ordering online.
As brands accelerate the use of videos to reach consumers, spending on mobile video advertising is projected to skyrocket. Learn how brands are harnessing the power of mobile video and putting it into action.
Find out how to plan a more effective mobile display advertising campaign with research into campaign reach, device targeting, ad units, and consumer engagement.