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News

NEW YORK: A key trend for advertisers and publishers to watch in 2018 is the relationship between total time spent online by the average consumer and where they spend the most time, according to Verto Analytics.

News

WASHINGTON, DC: US internet users face larger bills and being blocked from accessing some websites as a result of FCC plans to dismantle regulations that ensure internet providers treat all web traffic equally.

Opinion

Strategists often benefit from an outsider’s eye, observes David Tiltman, Content Director at WARC, as he explores the story behind SK-II’s Marriage Market Takeover: this used an element of Chinese culture so ingrained as to go unspoken as an emotional springboard for a stunningly effective campaign.

News

MUMBAI: Future Group, the retail business, is teaming up with Google India to open a chain of member-only, tech-driven stores under the Easyday name in a development they termed “Retail 3.0”.

Opinion

Freedom of speech is fundamental to the U.S. constitution, but the latest developments in the dispute over net neutrality are putting this basic human right under threat, argues Sovrn's CEO, Walter Knapp.

News

LONDON: Economic uncertainty surrounding the Brexit process will not deter the UK advertising industry, which will remain one of the world’s fastest-growing media markets in 2018, increasing 4.8% to £19.8bn according to the latest ...

News

SINGAPORE: Television remains the most popular lead media for advertising campaigns across Asia, but it is not necessarily the most effective, according to a new WARC report.

News

DUBAI: Achieving consistent messaging across 22 MENA countries is a difficult task, and agencies need to be more sensitive to the cultural differences of the region – which is likely to require more localised campaigns.

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

News

SYDNEY: Publishers and advertisers wanting to target parents are better off appealing to the “whole person” rather than just their role as parents, according to a Buzzfeed executive.

News

NEW YORK: The balance between global and local brands is tilting towards the former in many categories, new research from Nielsen indicates.

Case Study

Cocks Not Glocks, a US non-profit student organization, changed the face of safety by creating an integrated campaign to draw awareness to recent "campus carry" legislation.

Article

Provides marketers with information about the risks of online ad fraud, which is costing the industry billions a year, and ways of taking action against it.

Article

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

Article

Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.

Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

Opinion

The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting.

News

LONDON: The launch of the iPhoneX has brought facial recognition nearer the mainstream, a development which is likely to open up new avenues for advertisers while increasing the concerns of privacy campaigners, according to a new WARC report.

News

BEIJING: As voice-activated speakers start to gain traction with consumers, FMCG giant Nestlé has introduced a Nestlé-branded smart speaker in China as a way of providing reliable and credible information to consumers.

News

NEW DELHI: Faced with the threat of anti-profiteering action, FMCG companies in India have fallen in line with government insistence that the benefits of GST rate cuts are passed on to consumers.

Article

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.

News

LONDON: 77% of Brits see radio as a trusted source of national news, with additional strengths in local news, at a time of declining trust in news media and diminishing resources for local journalism.

Article

Marketers are still grappling with many of the changes taking place in society and the communications ecosystem, and must rethink various aspects of their existing strategies.

News

NEW YORK/SHANGHAI: Tencent’s market valuation overtaking that of Facebook lends added weight to a growing trend that has seen Chinese agencies expanding in the US to offer services to brands targeting the world’s second-biggest economy.