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Topic Key reading on media planning issues, including reach and frequency, wearout and ad length

The latest Warc ad forecasts and media trends data

Topic Key reading on the development of effective multi-market advertising

Article

This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.

News

GLOBAL: Online video viewing around the world is expected to increase by 20% in 2017 and this in turn will drive up global video adspend, according to a new report.

Research Paper

This article shows that advertisers must understand the emotional needs of their consumers in real-life moments when brands become relevant, so they can cut through the clutter at times when consumers are most receptive to their messages.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

News

GLOBAL: Global mobile adspend increased an impressive 60.5% to €63bn ($83bn) in 2016, up from €39bn ($52bn) in 2015, according to the latest figures from the Interactive Advertising Bureau (IAB) Europe.

Article

This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Article

This article looks at what the modern consumer expects from brands as they interact with them over a wide variety of touchpoints, channels and devices.

Article

This event report outlines how “Fearless Girl”, a marketing initiative from State Street Global Advisors, made an impact inside the company and across the financial services industry.

Article

This event report discusses how Keith Weed, CMO at Unilever, views brands that take a stand on issues and how he feels digital media buying needs to change.

Article

This article examines how to maximise digital ad effectiveness, and the various factors marketers have to take into account when creating digital display and video.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

News

LONDON: The UK advertising market is expected to record its eighth successive year of growth this year, taking total spend to £18.1bn, but it will see growth of 4.1% rather than the 7% that GroupM originally forecast in November 2016.

News

GLOBAL: The US will be the single biggest contributor of new advertising dollars between now and 2019 but "Rising Markets" will account for more than half according to a new study.

News

SYDNEY: Amazon, the US e-commerce giant, is making arrangements for a full launch in Australia later this year and analysts expect its arrival will boost adspend over the next couple of years.

News

GLOBAL: In 2017, the majority of digital advertising sales will be generated by impressions and clicks on mobile devices, according to the latest advertising forecasts from MAGNA Global.

Case Study

This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.

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.

Article

This article explains how using cinema in the media mix can help build brands and deliver impact and cost efficiency in today's cross-media landscape.

News

HONG KONG: Youku Tudou, the video-streaming site owned by internet giant Alibaba, is losing adspend to competitors like Weibo, as brands prioritise short-form video platforms.

Article

This article explores how China is emerging as a global leader in mobile marketing with integrated campaigns and mobile-first customer engagement via WeChat.

News

MENLO PARK, CA: Mary Meeker, a consultant with Kleiner Perkins Caufield & Byers, released her annual presentation on internet trends this week, which predicted that internet adspend would surpass spending on TV within the next six months.

News

LONDON: Two of the UK's major marketing associations have together called for the media industry to demand and provide independently audited data to bring accountability to media markets both online and offline.

Article

This article looks at the factors that drive growth in a world of fragmented audiences, and the reasons why targeting is struggling to deal with these factors.
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