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Article

This report summarises the findings of WARC's latest mobile marketing survey, conducted across North America on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

News

NEW YORK: Frito-Lay, the snacks group owned by PepsiCo, believes success on mobile rests on an understanding that this medium is non-linear, visual-first and involves a wide range of consumer mindsets.

Article

This event report demonstrates how Frito-Lay, the snacks group owned by PepsiCo, has deepened its understanding of mobile marketing on Facebook.

Article

This article advises on how brands can adapt television commercials (TVCs) to create effective and engaging mobile content.

Article

This paper investigates consumers’ biometric responses to a range of different mobile advertising formats, including interstitial, in-stream and sidekick units.

Case Study

This case study describes how Latin American boyband CNCO used geo-location technology for a mobile campaign in Latin America, Spain and the US, to build excitement and social media buzz around the release of its debut album.

Case Study

This case study describes how Black Mirror, a new rapid insights smartphone app, was launched into the Australian market by CHE Proximity.

Case Study

This case study describes how Turkcell, Turkey's largest telco, turned its focus onto diabetes - a misunderstood and stygmatised condition in Turkey - and created a way to help diabetics through a healthmetre.

Case Study

This case study describes how chocolate brand Kinder Joy remained top of mind among core consumers during non-advertising periods, by creating a unique storytelling platform for kids on mobile in India.

Case Study

This case study describes how AXE body spray used mobile behavioural data and multi-screen behaviour as a guide to capture its Taiwanese core target audience accurately, and serve them with relevant tailored messages to trigger their interest in the brand.

Case Study

This case study describes how, after losing a jewellery client, ad agency DDB Group Hong Kong planned, developed and launched CRAFTED BY MY HEART, an iOS mobile app that allows users to customise jewellery with their heartbeat, to gain exposure for the agency.

Case Study

This case study describes how feminine hygiene brand Stayfree, targeted women in rural India with an infotainment portal on mobile phones.

Case Study

This case study describes how Hindustan Unilever promoted its Lifebuoy soap brand to rural Indian communities with an on-the-ground programme to teach children the importance of hand washing.

Article

This case study describes how car manufacturer Toyota brought emergency communications to the 5.3 million square kilometres of Australia's landmass that currently receives no mobile signal, by installing signal-providing devices in its LandCruiser models.

Case Study

This case study describes how Hindustan Unilever used direct marketing and mobile content to persuade consumers to play games linked to three of its brands: Domex, Comfort and Surf Excel Matic.

Article

This article examines how the industry can combine the scale of programmatic with the reach of mobile, which could create a true powerhouse if done correctly, but has so far seen limited uptake due to lack of understanding of the potential.

Case Study

This case study details how Breathe Right, a brand of nasal strips, used a mobile app to drive growth in Alberta, Canada.

Article

This event report addresses how Hotwire, the travel website owned by Expedia, has boosted its performance on mobile.

Article

This event report outlines how eBay, the ecommerce platform, has created a mobile strategy that fully reflects the nuances of various device types and operating systems.

Article

This article examines what in-depth research about people's mobile behaviour tells marketers about how they can achieve the best results when engaging consumers during micro-moments.

Article

This article outlines what marketers must do to reach consumers in the short moments available to them, with case studies that include successful campaigns from adidas, MINI and Purdey's.

Article

This article examines what marketers need to understand in order to capitalise on the growing trend for consumers to complete sales on their smartphones, and gain a better sales conversion rate.

Article

This article takes a look at five ways in which brands can interact positively to build influence during the many micro-moments when consumers fleetingly use their phone in the course of a day.

Article

This paper relates the findings of the IAB's research into whether including desktop and mobile ads in a multiplatform ad campaign improves brand impact.

Article

This article describes and explains the fundamentals of digital display advertising, a broad subject taking in any number of connected devices, one that offers a variety of tools through which to deliver communications.