Content marketing - Research, tips and news for marketers

Digital Intelligence - a special report about content marketing

YouTube, iTunes, Netflix, Amazon... content is king. Consumers are using digital content in ever increasing numbers as mobiles, tablets and ereaders continue to evolve and are always by our sides. Savvy digital marketers know that if brands are going to maximise digital ROI it's essential to engage with their customers effectively by tracking and understanding what grabs their attention and where they spend their time online.
Content marketing

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Disney to buy Fox: Ready for a Netflix showdown?

Disney has agreed a $52.4bn deal to buy film and TV assets from 21st Century Fox, will buy swaths of 21st Century Fox as it readies for battle with Netflix, Amazon and other tech companies.


14/12/2017  |  Full story...  |  More about: content Digital Intelligence digital marketing Disney Fox Interactive Netflix video

Top 25 virals of 2017: Pranks, personalisation and politics

From Super Bowl boycotts to voice search pranks, 2017 marked another big year for video viral marketing case studies. Personalised ads, uplifting tales of unity and subverting ad formats were key themes this year. To round off the year, our team has assembled our 25 favourite virals from around the world for your viewing pleasure…


06/12/2017  |  Full story...  |  More about: automotive content Digital Intelligence digital marketing digital trends global video viral marketing

Virals of the year: Kia takes Melissa McCarthy on “Hero’s Journey”

Car maker Kia created an interactive slapstick ad to promote its Niro range at this year’s Super Bowl, starring Melissa McCarthy.


05/12/2017  |  Full story...  |  More about: automotive content Digital Intelligence digital marketing Super Bowl video viral marketing

John Lewis wins battle of Christmas ads on YouTube 2017

YouTube has announced the top ten Christmas ads of 2017 in the UK. John Lewis’s ‘Moz the Monster’ Christmas ad tops YouTube’s annual festive leaderboard in the UK this year, according to league tables revealed today.


05/12/2017  |  Full story...  |  More about: Christmas Digital Intelligence digital marketing video viral marketing YouTube

Virals of the year: The New York Times “The Truth Is Hard to Find”

2017 was a year of mighty political upheaval, and this Oscars ad series from The New York Times urged consumers to value, and pay for, the truth that journalism uncovers.


04/12/2017  |  Full story...  |  More about: Digital Intelligence digital marketing newspapers video viral marketing

Reader and publisher relationship has “catalytic” effect on ad effectiveness

The relationship a reader has with a publisher has far more impact on the effectiveness of online ads than the surrounding editorial content, which suggests concerns around brand safety may be misunderstood, according to a new study.


22/11/2017  |  Full story...  |  More about: advertising content Digital Intelligence digital marketing digital trends publisher

Channel 4 links with top European broadcasters for video ad alliance

Channel 4 has joined an alliance of Europe’s biggest broadcasters to run commercials across their video-on-demand (VOD) services, in a move to combat Google and Facebook’s dominance of online advertising.


15/11/2017  |  Full story...  |  More about: advertising behavioural targeting Channel 4 content Digital Intelligence digital marketing video

Video and subscriptions to power the future of premium content

Video advertising and paid-for content are set to fuel digital publishing as content monetisation strategy adapts to changing audience needs, according to new research.


13/11/2017  |  Full story...  |  More about: AOP content Digital Intelligence digital marketing digital trends publishing strategy video

More than just millennials? BuzzFeed picks GlobalWebIndex to understand audience

GlobalWebIndex and BuzzFeed are looking to gain a deeper understanding of BuzzFeed’s audiences in order to secure a more diverse range of advertising partnerships.


03/11/2017  |  Full story...  |  More about: Buzzfeed content demographics Digital Intelligence digital marketing digital trends

Can AI replace copywriting? Persado One enables 1-to-1 ‘emotional language personalisation’

Persado has unveiled the expansion of its marketing language cloud and introduced Persado One, a feature that enables personalised emotional engagement at scale.


31/10/2017  |  Full story...  |  More about: advertising Digital Intelligence digital marketing digital trends

Government “must do more to support data-driven creative industries”

In her appearance before the House of Lords Communications Committee, DMA Talent MD Kate Burnett calls for Government to do more to support the future success of the data-driven creative industries.


26/10/2017  |  Full story...  |  More about: Digital Intelligence digital marketing government Privacy recuitment Regulation UK

Google dampens rumours of ‘revenue split’ with publishers

Google has played down reports that it is planning on splitting revenues with publishers in exchange for subscriber aid.


24/10/2017  |  Full story...  |  More about: advertising Digital Intelligence digital marketing Google newspapers paid content publisher publishing strategy Search

How travel brands capitalise emotional and functional relationship with customers [INFOGRAPHIC]

Top travel brand marketing falls into one of two types of connection with customers: ‘Emotional’ or ‘Functional’, with Thomson and leading the way, according to new research.


23/10/2017  |  Full story...  |  More about: content Digital Intelligence digital marketing digital trends DMA Travel

"Never trust a clown": Burger King trolls McDonald’s with 'IT' cinema stunt

Burger King pranked cinema goers in Germany this month with an ad that turned the film "IT" into its “longest ad ever” with a punchline that mocked its rival mcDonald's. See why it's out video viral of the week below...


13/10/2017  |  Full story...  |  More about: Burger King Digital Intelligence digital marketing Entertainment film Germany McDonalds video viral marketing

Boost to publisher paywalls: Google ends 'first click free' policy on media sites

Google is ending a policy that provided a limited amount of free content to users before they needed to pay for it. before users of the world's biggest search engine could be asked to pay for it.


06/10/2017  |  Full story...  |  More about: advertising Digital Intelligence digital marketing Google paid content Search

Coca-Cola sponsors virtual player on FIFA 18

In EA’s latest “FIFA 18” football game Coca-Cola will be promoted through the fictional soccer star Alex Hunter, marking the first attempt at creating a character and attaching a brand and a narrative to them within a blockbuster game.


06/10/2017  |  Full story...  |  More about: Coca Cola Digital Intelligence digital marketing games social media and social networking

TV and streaming: A ‘total video’ content future?

Far from being a dying media form, TV is thriving – but in parallel, online digital content is shifting to be the key focus for advertisers, according to new research.


28/09/2017  |  Full story...  |  More about: Digital Intelligence digital marketing digital trends video

Google and YouTube star Colin Furze demonstrate how “Everything starts with a search”

Google has struck a video partnership with the inventor, influencer and stuntman Colin Furze that demonstrates the weird and wonderful world of search.


26/09/2017  |  Full story...  |  More about: Digital Intelligence digital marketing Google Search video viral marketing YouTube

Shutterstock Custom helps brands with content creation

Shutterstock has announced that its Flashstock business has been launched as Shutterstock Custom as a platform to create branded content on demand.


22/09/2017  |  Full story...  |  More about: brands Digital Intelligence digital marketing images

Most European retailers see future as a media company

In the wake of an increasing number of brands like Matalan and Iceland launching broadcast-style content offerings, new European has revealed that the vast majority (81%) of European retailers are anticipating a future as media companies.


14/09/2017  |  Full story...  |  More about: content Digital Intelligence digital marketing ecommerce retail video

Influencer marketing trends: 9% of UK marketers “to spend over £100,000 on digital stars next year”

Influencer marketing is becoming big business, with 9% of PR and marketing professionals planning to spend £100,000 on influencer marketing over the next 12 months.


08/09/2017  |  Full story...  |  More about: content Digital Intelligence digital marketing digital trends social media and social networking video viral marketing YouTube

LinkedIn debuts native adverting tool to help reach beyond the network

LinkedIn has launched a native advertising network which lets marketers reach more professional audiences by placing Sponsored Content on high-quality, third-party publishers across mobile and desktop platforms.


07/09/2017  |  Full story...  |  More about: content Digital Intelligence digital marketing LinkedIn social media and social networking

More bloggers ‘are turning professional’

More bloggers are turning professional, with a 4% rise in the number for whom it is now their main source of income, according to new research.


05/09/2017  |  Full story...  |  More about: blogging content Digital Intelligence digital trends social media and social networking

Ministry of Sound revamps website to reflect multimedia transformation

Ministry of Sound recently revamped its website with uSkinned to reflect its evolution from an iconic dance venue to a multimedia hub. This case study looks at how the update boosted conversion rates while freeing up time for staff.


04/09/2017  |  Full story...  |  More about: design Digital Intelligence digital marketing

Top 10 burning issues in digital: comScore warns of TV digital divide and programmatic pricing pressure

Digital monitoring firm comScore has published its Top 10 Burning Issues in Digital report providing a perspective on the most pressing topics, issues and trends that are changing the way media buyers and sellers evaluate digital in the context of the broader media ecosystem.


17/08/2017  |  Full story...  |  More about: advertising Digital Intelligence digital marketing digital trends

Content marketing - Research, tips and news for marketers archives

Online comedy site gets funding boost and Virgin Atlantic deal - 16/08/2017

Soundcloud saved with $170m investment - 14/08/2017

Yahoo Sport kicks off weekly football show “For The Win” - 11/08/2017

Google starts to tell publishers if their ads are annoying - 11/08/2017

Facebook takes on YouTube with "Watch" video platform - 10/08/2017

Influencer marketing trends: Brands willing to pay YouTubers £67,000+ per video - 02/08/2017

UK ad spend trends: Mobile drives digital past £10bn - 24/07/2017

Netflix beats expectations as overseas subscribers soar - 18/07/2017

Two-thirds of older citizens "have never used a computer" - 18/07/2017

The fake news effect: Third of people trust the media less than six months ago - 11/07/2017

Most downloaded TV and Film apps revealed - 30/06/2017

Cannes Lions 2017: MailChimp wins Cyber Lions with name mix-up - 22/06/2017

Facebook is now the main news source worldwide- survey - 20/06/2017

"Cannes Crêperie Experiment" aims to prove mobile ads work - 19/06/2017

Cannes Lions 2017: Top 10 video ads worldwide - 19/06/2017

Samsung in VR partnership with BuzzFeed and NowThis - 14/06/2017

UK election analysis: Conservatives targeted social media ads "far too narrowly" - 12/06/2017

Facebook Instant Articles adds support for Google AMP and Apple News - 30/05/2017

Burger King upsets Belgian royals with "choose your king" stunt - 30/05/2017

Fake news fatigue? Brits flock back to mainstream news sites ahead of election - 25/05/2017

McDonald's pulls controversial video ad about child bereavement - 17/05/2017

Most Brits "unaware that their ads are filtered online" - 08/05/2017

Facebook shuts down VR movie studio (but 5% of staff now working on VR) - 05/05/2017

Channel 4 scares web viewers with personalised Alien ad - 26/04/2017

Interview with an influencer: Danny MacAskill on the process of working with major brands - 25/04/2017

Huffington Post rebrands to “HuffPost” - 25/04/2017

Content marketing trends: 80% of consumers forget content within a few days - 25/04/2017

New study finds a major gap in content marketing understanding as budgets soar - 12/04/2017

Pepsi faces web backlash for Kendall Jenner 'protest' ad - 05/04/2017

Regional publishers urge brands to reject "blind programmatic" ad-buying - 05/04/2017

Fake news! This year's best (and worst) April Fools pranks in digital - 03/04/2017

Online news trends: Daily Mail readers also start reading Guardian after Trump election - 31/03/2017

Digital publishers “optimistic for the year ahead” - 27/03/2017

Facebook tackles fake news with 'fact check' alerts - 22/03/2017

Adidas to shift TV budget to digital: "You don't see any TV advertising anymore" - 21/03/2017

Fake news and advertising: Premium publishers "protect brands from negative effects" - 21/03/2017

TV accounts for 94% of ads viewed in UK (but less for youngsters) - 15/03/2017

Adobe spoofs “Hovering Art Director” in new marketing ad - 15/03/2017

Coca-Cola entrusts AI to generate next ads - 07/03/2017

Ghost in the Shell: Tumblr and Paramount sponsor cyberpunk fashion event - 01/03/2017

No Brexit plans in place for 68% of British retailers - 24/02/2017

Premium editorial content “more memorable and engaging than social feeds” - 24/02/2017

London Fashion Week 2017: Top Tumblr posts from influencers and designers - 22/02/2017

Zuckerberg's manifesto: Fake news, society and the role of social media - 21/02/2017

Yahoo begins global content deals with major newspapers - 21/02/2017

Facial tracking shows Skittles and Mr Clean were best Super Bowl ads - 10/02/2017

Global digital trends in 2017: Half the world now owns a smartphone - 09/02/2017

Top 10 Super Bowl ads: Budweiser sparks boycott as ads get political - 07/02/2017

Android starts testing ‘Instant Apps’: BuzzFeed, Periscope, Viki and Wish - 26/01/2017

YouTube "Super Chat" lets creators make money from comments on live streams - 16/01/2017


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