By UM’s Graeme Hutton, SVP, Group Partner, Media, Research Creating brand awareness is often the foundation of many ad campaigns, but equally such a KPI can be deceptively simple since there are several pitfalls to avoid. Creating or reinforcing awareness seems a clear goal, but our expectations can be based on unproven assumptions about exactly
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The proverb ‘necessity is the mother of invention’ has never been as true as it is this year. We’ve adjusted the way we do business, the way we connect with friends and family, and with restrictions on the size of crowds, we are finding ways to have virtual large gatherings and concerts. New global data
IFC Films is getting into the holiday spirit a little early as it has acquired the North American rights to documentary Dear Santa directed by Dana Nachman (Pick of the Litter, Batkid Begins). The family-friendly Christmas feature docu takes a look at Operation Santa, a 100-year-old program of the United States Postal Service which connects
Reese has created a covert way to reward the most passionate fans of its brand, keeping it top of mind during a time when consumers are largely purchasing chocolate brands they already love. In a new campaign, the Hershey brand has created a “secret society” – though, like any good secret society, it is denying
Connected TV usage among consumers has been sky-high through the Covid-19 pandemic, but many viewers are still struggling to find what to stream. That dilemma can become a brand marketer’s goldmine if they prioritize brand experiences that encourage content discovery, according to new research. The study, from Magna and IPG Media Lab and commissioned by Roku,
This month’s issue of Pulse is a guest post written by Richard Yao, Manager of Strategy and Content at IPG Media Lab. @ryaoipg The ongoing pandemic has had a strong yet complicated impact on the development of ambient computing, which refers to the contextually aware software that can serve users without requiring explicit commands. Things like
Since the Facebook ad boycott there has been a push to civilize social media, with renewed focus on brand safety, but there is only so much platforms can do to eliminate all the potentially offensive and misleading material surging through their pages and videos. The best brands might hope for on social, it seems, is a well-lit
A new brand-safety product from Integral Ad Science is off to a less than ideal start after the company promoted the tool’s technical chops through an open demo on its website last week. The product, dubbed Context Control, is critical to IAS’s long term future, but its launch went south after IAS rival Check My
Fortnite – for many, we wouldn’t need to say anything else. Equally regarded as the joy and despair of kids and parents all around the world, Fortnite has risen up the charts in recent years and it looks like it’s there to stay – at least until something like Fall Guys makes it falter. But what happens when
Sobeys is making child and youth mental health its biggest cause effort to date by partnering with 13 children’s hospital foundations, an effort buttressed by a mass ad campaign. Through the “A Family of Support” initiative, Sobeys and the Sobey Foundation have committed to donating and raising “millions” of dollars to supporting mental health programs being
