Size matters: How mobile screen size affects ad engagement

Recent data shows that click-through rates are now higher on tablet devices than smartphones.

While it may not be news to a marketing veteran that the bigger the ad, the better, recent data revealed that mobile devices are seeing a similar trend related to screen size.
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How digital distribution affects marketing strategies

The growth of the digital marketplace is altering how businesses promote products.

The growth of the digital marketplace is altering how businesses promote products.
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Strategizing the free-to-play platform

Free-to-play games offer multiple sources of potential revenue despite their initial costless nature.

Free-to-play games offer multiple sources of potential revenue despite their initial costless nature.
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  • Building Your Brand

    Memorial Day marketing tips to maximize campaign success

    Memorial Day marketing tips to maximize campaign success

    Memorial Day is among the most beloved national holidays of the year, as it marks the beginning of the warm, barbeque-filled season, bringing families and friends together for a long weekend of good times in the process.

  • Consumer Insights and Strategies

    Data-driven marketing tips for mobile advertisers

    Data-driven marketing tips for mobile advertisers

    Mobile marketing is becoming one of the more important segments of the advertising arena, as consumers increasingly prefer to interact with brands through their smartphones, tablets and other portable devices.

  • Marketing Best Practices

  • Shopper Insights

    Hershey Taps Core Touchpoints with Copernicus

    NEW YORK: The Hershey Co., the chocolate manufacturer, has deepened its understanding of the central touch-points on the path to purchase – a move helping the firm optimise its marketing budgets. Tony Mardegain, the company’s director/shopper insights, discussed this subject while speaking at the Advertising Research Foundation’s (ARF) Audience Measurement 2015 conference in New York. More specifically, he drilled down into a consumer research initiative, conducted with Copernicus Marketing Consulting, that covered all key accounts and retailers, as well as different trip types. “Despite the fact that shoppers were being exposed to many touchpoints throughout their path to purchase, the reality is they were seeing – and utilising – about three on an average trip,” he said. (For more, including further research results, read Warc’s report: Hershey refines touchpoints of consumer engagement.) The firm’s analysis also addressed the huge range of factors that can influence customer decisions, including everything from

  • Marketing Trends

    Emerging trends in data driven marketing

    Emerging trends in data driven marketing

    Businesses are increasingly averse to blind marketing programs that are not guided by extensive research and data analysis, and this is certainly a positive trend given the advantages of leveraging insights during decision-making procedures.

  • Marketing Analytics

    Dentsu Aegis Network Acquires Forbes Consulting Group

    PRESS RELEASE DENTSU AEGIS NETWORK ACQUIRES FORBES CONSULTING GROUP To be Integrated Into Copernicus, Further Strengthening its Capabilities in Data and Consumer Insights Dentsu Aegis Network today announces the acquisition of Forbes Consulting Group, a leading full-service consumer insight firm headquartered in the US that provides deep insight into the emotional motivations that drive consumer behavior. The acquisition of Forbes Consulting Group will bring Forbes’ patented suite of applied neuroscience methods, MindSight® emotional assessment technologies, into the network’s portfolio of industry-leading consumer insights tools. Headquartered in Lexington, Massachusetts and founded in 1985 by David Forbes, PhD, the firm specializes in providing deep psychological insights into a brand’s current customers and its overall marketplace through both quantitative and qualitative research and analysis. Its patented MindSight® tool was first introduced in scholarly journals in 2011 and is now used by many major brands.  It uses groundbreaking non-cognitive techniques to identify the underlying and often subconscious