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News

SAN FRANCISCO/LONDON: Within a couple of years almost all mobile digital display ads will be purchased programmatically, but few marketers have a real understanding of the technology and the key factors involved.

Article

Mobile programmatic – the automated version of trading digital ad space in the mobile environment – enables data-driven and efficient targeting, but marketers must be aware of key challenges to master the technology.

News

SINGAPORE: The financial sector has been slow to pick up on digitization, but becoming mobile first is now the only way to survive, according to a senior executive at Citibank.

News

NEW DELHI: Television continues to be the biggest advertising platform in India, but mobile adspend is growing rapidly and is expected to increase by 85% in 2017, according to the latest estimates from eMarketer.

Article

This article offers five tips from Unilever's VP of Global Media in Asia, David Porter, on how FMCG companies can adapt to Asia's changing media landscape.

News

SYDNEY: American Express knew that mobile was playing an important role in the credit card research process but initially struggled to quantify it beyond last click attribution, according to a senior executive at the company.

Article

This article outlines how American Express, the credit card company, investigated the role of mobile in its customer journey.

News

LONDON: Mobile is gaining top level support, with budgets increasing across EMEA, but measurement remains a problem for many marketers, according to a new survey by the MMA in collaboration with WARC.

Article

This article explores the challenges and opportunities facing advertisers on mobile ad viewability in Asia, and offers advice for marketers to maximize and measure the viewability of their ads.

News

NEW YORK: Spending on mobile marketing continues to grow but marketers face significant gaps with regards to skills and learning, and many agencies feel their clients are still not truly ready for mobile, according to a new WARC study.

News

WASHINGTON: More and more consumers are searching for health information online, with around half searching on their mobile phones; it is incumbent on information service providers to respond to these trends, a new Admap paper argues.

News

NEW YORK: Mobile claimed more than half of digital advertising expenditure in the US last year, according to new figures from the Interactive Advertising Bureau (IAB).

Opinion

Mobile’s share of total UK internet adspend rose to over a third last year, and mobile accounted for 99% of new online ad money in 2016, according to the latest results from the AA/WARC Expenditure Report, released this week.

News

LONDON: Mobile's share of digital advertising expenditure in the UK has grown ninefold over the past five years, with spending on mobile video more than doubling during 2016, new figures show.

Article

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

News

SINGAPORE/NEW YORK: Google's Accelerated Mobile Pages (AMP) will be extended to a new audience of more than one billion people in Asia Pacific after the tech giant announced partnerships with a series of major regional internet companies.

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.

Article

This event report outlines how Verizon, the communications group, is building its content presence across multiple categories.

News

LONDON: Mobile is on course to become the most popular screen for viewing videos in the UK, according to a new report that found video-viewing on smartphones is already on a par with desktops or laptops.

Opinion

Unless you were working in the highest levels of government during Cold War, you wouldn't have known much about geolocation until the 1990s, when you got a GPS for your car.

News

LONDON: People interact with their smartphones fleetingly throughout the day and brands need to connect positively yet unobtrusively if they are to build brand love and influence in these micro-moments, an industry figure says, Writing in the ...

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 article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.

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.

News

ASIA-PACIFIC: Mobile ads with duration of less than a second can be effective in driving brand awareness, brand consideration, key message recall and purchase intent, according to research by Facebook.