http://www.wpp.com/rss/readingroom/Research findings and other insights on topical advertising and marketing communications issues from WPP marketing professionals worldwideen-GB60{1CF467A4-6459-4B32-A6DE-28F3FABE1E53}http://www.wpp.com/wpp/marketing/digital/facebooks-new-video-ads/As online video advertising grows on a global scale, Facebook looks to launch a new video ad format allowing it to tap into this rapidly expanding market.Thu, 16 May 2013 14:47:00 +0100{BDC8EC93-D15D-4DBB-9842-11DF9BE00B10}http://www.wpp.com/wpp/marketing/consumerinsights/mobile-shoppers-more-discerning-and-brand-conscious/The proliferation of shopping apps and mobile-enabled websites has given rise to a more empowered consumer.Wed, 08 May 2013 16:35:00 +0100{8DC06A5A-D986-4497-80F0-D4B70D919DB1}http://www.wpp.com/wpp/marketing/digital/where-next-for-yahoo/Yahoo, with making acquisitions, improved earnings, content announcements, and generally making more noise in the market. But does this mean things have turned around?Tue, 07 May 2013 12:27:00 +0100{9C404A8A-A7EF-4CE9-BBA6-B32503E2B3E6}http://www.wpp.com/wpp/marketing/digital/taking-a-bite-out-of-apple/Apple has recently been under intense pressure as competitors, particularly Google and Samsung, continue to gain market share by introducing new and highly competitive products.Mon, 29 Apr 2013 15:58:00 +0100{EC8DF3AB-A1BE-4BFF-B9D3-65FEA907C761}http://www.wpp.com/wpp/marketing/digital/twitter-brings-keyword-targeting-to-social/Twitter has announced a significant enhancement to its Promoted Tweets. “Keyword targeting in timeline” allows brands to show ads to users who have tweeted or interacted with a tweet that contains specific words and phrases. This new functionality gives advertisers a paid search style model within Twitter similar to Google’s.Fri, 19 Apr 2013 15:33:00 +0100{D0771CF6-C0D0-45C8-8400-23D8CF4753AD}http://www.wpp.com/wpp/marketing/branding/sodas-on-the-defensive/Could soft drinks be heading for the same pariah status as tobacco? Leslie Pascaud, Added Value's Global Thought Leader on sustainable brands shares her point of view.Thu, 18 Apr 2013 14:10:00 +0100{C95F7758-ABE9-40FD-B2C9-19FCEED93F01}http://www.wpp.com/wpp/marketing/marketing/shopper-marketings-roi/Measuring the effectiveness of Shopper Marketing requires collaboration between brand and retailer to exploit the mass of transactional and consumer behavioural data available, writes OgilvyAction’s Manita Khuller.Tue, 16 Apr 2013 09:12:00 +0100{EBB4C8B5-5A74-4311-9399-0346FAB22C5A}http://www.wpp.com/wpp/marketing/consumerinsights/tgi-global-product-usage-guide-2013/Topline consumer behaviour from product sectors and markets worldwide.Wed, 10 Apr 2013 15:56:00 +0100{CEE99A57-F02E-4843-A953-861104598315}http://www.wpp.com/wpp/marketing/digital/twitter-to-launch-music-service/In January, Twitter launched Vine, a six second (or less) video sharing service. Now it is set to launch a music service – knowing eight out of ten of the most followed accounts are musicians.Tue, 09 Apr 2013 12:55:00 +0100{2104AA48-C671-42B3-A44E-72527224C475}http://www.wpp.com/wpp/marketing/digital/facebook-home/Facebook Announces 'Home', a customized Facebook experience for Android devices.Tue, 09 Apr 2013 12:10:00 +0100{54CADA20-ED6F-4326-9482-AEBC41745C96}http://www.wpp.com/wpp/marketing/publicrelations/meet-joe-black/A number of innovations that have been developed as legal, technology and social media companies realise the wide-reaching implications of managing people’s digital footprints, after death.Tue, 09 Apr 2013 11:57:00 +0100{9CC21EF4-5B77-48D5-AE18-6271394A5413}http://www.wpp.com/wpp/marketing/digital/using-data-visualisation-to-map-brands-online/Although the debate around how, or even if, the influence and contribution of social media to brands can be measured rages on, social media measurement is now firmly mainstream.Mon, 08 Apr 2013 12:11:00 +0100{AED31A94-0F43-4475-86E0-21774064F650}http://www.wpp.com/wpp/marketing/digital/sxsw-interactive-2013-wrap-up/Mindshare US identified key trends seen on the ground from SxSW Interactive 2013.Tue, 26 Mar 2013 13:02:00 Z{ED293261-D019-4D1A-B034-4E06AF506F00}http://www.wpp.com/wpp/marketing/marketing/why-is-this-content-different-from-all-other-content/The four underlining principals that make the Maxwell House Haggadah the perfect case study in branded content.Tue, 26 Mar 2013 11:41:00 Z{A6EF6BDD-31E3-4FAD-8E10-D67649638C1D}http://www.wpp.com/wpp/marketing/digital/what-publishers-really-need-to-know-about-viewable-impressions/In 2012, viewable impressions gained strong momentum as a new metric.Thu, 21 Mar 2013 11:15:00 Z{D93CEAAF-5F33-45F4-B29B-CA96AF1CFF06}http://www.wpp.com/wpp/marketing/advertising/the-power-of-retail-insight/Multichannel and online retailing has made it difficult to measure the impact of marketing on sales, but analytics consultancy Ohal has the techniques to find the right insights.Wed, 20 Mar 2013 14:44:43 Z{F6757655-FCA5-424B-9DDA-BD36798C74F5}http://www.wpp.com/wpp/marketing/digital/mec-at-sxsw-2013/5 trends from SXSWi 2013 and why they matter to you.Mon, 18 Mar 2013 09:56:00 Z{63C20744-775F-489B-8401-FF06D35269A4}http://www.wpp.com/wpp/marketing/consumerinsights/the-future-shopper/In this Future Perspective we explore how the combination of digital technologies, consumer expectations and socio-economic change is transforming the way we shop.Fri, 15 Mar 2013 14:59:00 Z{D9B516BA-F109-4C8A-8E49-FDB9123D76BF}http://www.wpp.com/wpp/marketing/marketing/refuel-by-jmi/REFUEL is JMI's e-newsletter designed to highlight the best from our world of motorsports marketing. In each edition we share our latest client work and hear from industry experts, marketing communications leaders, and sports business personalities. We also examine new trends and give assessments and perspectives on the opportunities and challenges within our industry.Fri, 15 Mar 2013 10:23:43 Z{71503C5C-18ED-4806-BB5B-491E088A8231}http://www.wpp.com/wpp/marketing/digital/facebook-launches-new-news-feed-design/Facebook launched a new News Feed design, which will impact the visual and navigational experience on the platform.Mon, 11 Mar 2013 15:15:07 Z{94394F24-4FC2-4F67-AADF-961C4559BC8D}http://www.wpp.com/wpp/marketing/marketing/jmi-2012-review/In motorsports we gauge success by where we finish. At the end of an Olympic year, motorsports has proved its performance as an enduring global marketing platform. In this 2012 review you will see signature campaigns created by our clients and our people.Thu, 07 Mar 2013 11:29:54 Z{EAB07B15-B06E-4155-9ABA-43FC6406C3D1}http://www.wpp.com/wpp/marketing/digital/social-ogilvy-blog/Social.Ogilvy.com is our corporate blog focused on thought leadership, which has been strategically built to reflect the top social and digital trends, to maximize social sharing, and to cultivate online conversation across different platforms.Mon, 04 Mar 2013 12:51:04 Z{EA81EEC6-DB78-4FC1-A393-61C7ACD67C84}http://www.wpp.com/wpp/marketing/digital/acquisition-by-facebook-of-atlas-from-microsoft/Facebook has confirmed that it has entered an agreement with Microsoft to purchase Atlas, the digital ad server and measurement solution.Mon, 04 Mar 2013 12:27:01 Z{2DD2AE87-D783-478B-8BF7-A8FEC3394DD5}http://www.wpp.com/wpp/marketing/digital/social-insight-oscar-pistorius/South African athlete Oscar Pistorius, who faces murder charges over the fatal shooting of his girlfriend, has dominated global coverage these past two weeks.Mon, 04 Mar 2013 10:55:28 Z{697D520E-468C-4E15-B81B-E50AC67DF8B1}http://www.wpp.com/wpp/marketing/digital/review-preview-no3/RP No.3 is a series of essays from across the MEC network that cover the most significant trends of the past 12 months, while also looking forward to what we expect to be the key trends of 2013 and beyond.Mon, 25 Feb 2013 16:05:29 Z{61E6E919-6C05-4FB9-8C04-705A28B8C08B}http://www.wpp.com/wpp/marketing/consumerinsights/succeeding-in-low-growth-markets/In this Future Perspective, The Futures Company examines the arguments and outlines the ways in which businesses need to change their thinking if they are to succeed in a low-growth world.Mon, 18 Feb 2013 17:08:32 Z{531E724B-B017-40EE-9BEC-28C6EC4A2B31}http://www.wpp.com/wpp/marketing/marketing/individual-conversion-attribution/In advertising research there is widespread acknowledgement that in online marketing individual advertising channels should not be evaluated in isolation. This examination moves away from focusing on the individual channel and puts the customer conversion as a starting point instead.Mon, 18 Feb 2013 15:28:02 Z{A7467811-5A14-4985-804F-4F002D971685}http://www.wpp.com/wpp/marketing/digital/social-business-development-roadmap-in-china/In the 3rd and final installment in the "From Social Media to Social Business” white paper series, “Social Business Development Roadmap in China”, is aimed at leading business into hitherto uncharted territory.Wed, 06 Feb 2013 14:35:42 Z{853ECC60-1CDB-4359-BF22-65CC46C028C7}http://www.wpp.com/wpp/marketing/digital/google-shopping-ads/In December last year Google announced plans for rolling out Google Shopping. These new and more distinct looking shopping ads are based on Product Listing ads (PLA) and appear both in a stand-alone shopping section and blend with traditional sponsored links. The change means an end to the free product listings, pulling in advertisers own product SKU feeds, that have been in place for years.Wed, 30 Jan 2013 11:58:38 Z{7A17755F-245F-4395-993F-164E71EF19C7}http://www.wpp.com/wpp/marketing/consumerinsights/uncovering-perceptions-towards-digital-media/Digital technology and the online environment have altered consumer behaviour - including the way people interact with and shop for brands. However, these changes are happening at different rates in diverse regions. Even within Europe, it is all too easy for marketers to fall victim to lazy pan-continental targeting.Tue, 29 Jan 2013 12:18:02 Z{66CB98F2-C362-42AC-A085-851CB7BF6908}http://www.wpp.com/wpp/marketing/digital/tout-video-social-network/Headquartered in San Francisco, Tout is a social media platform that allows users to shoot 15-second video status updates via smartphones and webcams.Mon, 28 Jan 2013 14:17:13 Z{2727824F-622D-4639-99BE-E2B9DB9E0422}http://www.wpp.com/wpp/marketing/publicrelations/crisis-management-in-the-microblog-era/Microblogging exploded onto the Chinese Internet scene in 2010. Crisis Management in the Microblog Era explores how brands, companies and agencies can better understand and leverage social media platforms in times of crisis.Mon, 21 Jan 2013 14:17:25 Z{F122B00B-1BAF-466E-901E-C3B98B374E01}http://www.wpp.com/wpp/marketing/digital/ces-2013-summary/It’s extraordinarily difficult to capture the madness of the annual Consumer Electronics Show in one page. Here’s a quick take on some of the key talking-points and trends.Mon, 21 Jan 2013 09:23:48 Z{B704C3C9-9B12-4ED2-9E44-AAD06AFE778A}http://www.wpp.com/wpp/marketing/digital/facebook-goes-into-the-search-business/Facebook introduces Graph Search, a major new search feature that enables users to get information through their network of friends, or their “social graph”. Importantly it includes brand pages, thus encouraging marketers to invest in stronger fan hubs within Facebook as well as on the Web.Wed, 16 Jan 2013 15:18:10 Z{785A8766-73C2-402C-9C1F-6858EABAD331}http://www.wpp.com/wpp/marketing/digital/samsung-tizen-based-phones/Samsung has announced plans to launch multiple devices using Linux-based mobile operating system Tizen. This represents a significant move away from the Google-owned Android operating system it has used in most, but not all, of its devices to date. Based on Samsung’s market share, this move could see Tizen quickly establish itself into the 3rd or 4th most used operating system behind Apple and Android.Mon, 07 Jan 2013 11:39:14 Z{58A5EB29-B8A4-4C2A-A1FD-C1DFA2FCAD5A}http://www.wpp.com/wpp/marketing/awards/wpp-tops-website-poll/Sun, 06 Jan 2013 16:32:00 Z{2D57A551-6C6D-4D5E-A672-EC0AC9206A6A}http://www.wpp.com/wpp/marketing/advertising/optimizing-ads-is-less-always-more/It’s the relentless imperative of our age: Do everything better, but also faster and at lower cost. Marketers confront this challenge as their own discipline becomes ever more difficult.Fri, 04 Jan 2013 12:09:00 Z{920C5F9A-5009-4D28-AF49-A85FFAC8D212}http://www.wpp.com/wpp/marketing/marketing/creative-storytelling-for-sponsors-an-olympic-sport/Brands are more than the products we buy. Brands are ideas we buy into, and stories, more than any other marketing component, facilitate that process of 'buying in'. That’s why brands work so hard to bring out their own stories onto the world stage.Tue, 18 Dec 2012 11:57:41 Z{AC761485-EE03-495E-BA30-73B51649C590}http://www.wpp.com/wpp/marketing/consumerinsights/women-2020/How women’s actions and expectations are changing the future.Tue, 18 Dec 2012 11:11:09 Z{66170D4C-4389-4C50-B36D-53DB4871AFD8}http://www.wpp.com/wpp/marketing/marketing/lessons-from-london-2012/When brands buy the rights to the Olympics, they gain the opportunity to engage with the passions of at least half the world’s population.Mon, 17 Dec 2012 15:18:49 Z{85CE09ED-E182-4621-A491-D34ED5F492E7}http://www.wpp.com/wpp/marketing/branding/what-happens-when-brands-go-dark/With marketing budgets always under pressure, advertisers may be tempted to eliminate TV advertising. We have observed that brands can indeed “go dark” for six months or so with little deleterious effect. But longer periods off-air are likely to weaken brand health.Thu, 13 Dec 2012 12:24:42 Z{9872DE22-E08B-4D44-AE8F-666C6BC7B128}http://www.wpp.com/wpp/marketing/marketing/what-next-in-integration/A new slant on measuring the effectiveness of marketing campaigns run across multiple touchpoints.Tue, 11 Dec 2012 13:42:11 Z{A352F67A-3B24-48CC-815F-D106B8A1D33F}http://www.wpp.com/wpp/marketing/consumerinsights/the-coming-decade-for-latin-america/Latin America remains a complex continent and global businesses will need to think locally if they want to succeed, rather than trying to impose generic business models on their Latin American operating companies.Wed, 05 Dec 2012 11:50:41 Z{5AA754AC-AD52-4D54-B6B9-C59B592274FF}http://www.wpp.com/wpp/marketing/consumerinsights/psb-sa-survey-on-winning-strategies-for-financial-competitiveness/This survey aims to better understand the internal and external factors that drive valuation & financial competitiveness.Mon, 26 Nov 2012 15:49:57 Z{18449A73-46AC-4DD2-BC42-BB579A5FD317}http://www.wpp.com/wpp/marketing/wppedcream/wpped-cream-2009/Fri, 16 Nov 2012 18:56:00 Z{0D6F33F6-848C-4188-BC52-DBF97CAFEBA8}http://www.wpp.com/wpp/marketing/consumerinsights/consumption-trends-china-2013/The third in a series of reports which aim to provide direction, and be a springboard to inspire marketers to come up with new business models, products/services and experiences to meet the needs of the evolving consumers.Thu, 15 Nov 2012 12:04:12 Z{F57583BD-C19A-4186-808A-32705233DF36}http://www.wpp.com/wpp/marketing/mediaweek/Wed, 14 Nov 2012 16:46:06 Z{F0A47FE4-D878-4603-8545-B256984FD212}http://www.wpp.com/wpp/marketing/digital/the-adaptive-election/Barack Obama acknowledged his victory last Tuesday by sending a tweet to his followers and posting a “hug” photo with his wife on Facebook. The result was the most liked and re-tweeted post in the history of the Internet, and further proof of the power of social marketing and media.Mon, 12 Nov 2012 12:44:00 Z{EB0DAB90-B727-47B3-B9A1-BEB3453E5B2E}http://www.wpp.com/wpp/marketing/digital/microsoft-do-not-track-update/Microsoft’s announcement that its new Internet Explorer 10 will have a Do Not Track (DNT) signal automatically enabled, means consumers will unknowingly be “opted-out” of some online behavioral advertising.Fri, 09 Nov 2012 11:25:39 Z{E334742E-11B8-442D-B54B-D3F0EEA5B3AA}http://www.wpp.com/wpp/marketing/digital/yelp/As in-app searches increase and consumers become more savvy about who they are influenced by, word-of-mouth advertising solutions such as Yelp should be taken into consideration when building any brand presence.Thu, 08 Nov 2012 15:29:25 Z