Optimising mobile ad delivery to prevent mobile ad blocking

The US Advertising Research Foundation commissioned a study to prevent widespread adoption of mobile ad-blocking software.

Campaign details

Brands: Colgate Optic White Toothbrush, Pine-Sol, Infiniti, Pringles, Levi’s, AxeBrand owners: Colgate, Clorox, Nissan, Kellogg's, Levi Strauss & Co., UnileverLead agency: Merchant Mechanics Inc., The Advertising Research FoundationCountry: United States

Executive Summary

In Asia, the deployment of invasive autoplay ads has led to the widespread adoption of mobile ad-blocking software. In an effort to "get it right" here in the US, the Advertising Research Foundation (ARF) recruited six different corporate sponsors to fund a test of mobile ad delivery formats, using 15-second mobile ads provided by those same sponsors.

Merchant Mechanics was...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands