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News

EUROPE: Channel 4 has joined the European Broadcaster Exchange (EBX), a digital sales group which intends to tap into the continent’s rapidly growing video ad market and to challenge the dominance of the digital duopoly in this area.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

News

LONDON: The digital advertising duopoly of Facebook and Google is unlikely to be seriously challenged in the near future so marketers and agencies are simply going to have to think long and hard about how they manage relationships with the two, a ...

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

This article explores Google and Facebook's digital duopoly, as the two largest players in the digital advertising market are growing faster than any other competitors.

Case Study

Chocolate brand KitKat used its packaging and a social activation to achieve unprecedented sales around Valentine's Day in Thailand.

Article

There's more data than ever, but analytics is more complicated and more diverse than it has ever been before; with more being measured, finding out what you need to know is more important than ever.

News

LONDON: Google, Facebook and Microsoft are among 23 major tech and media companies who have signed up to a new initiative that aims to raise standards across the digital advertising industry in the UK.

News

LONDON: There will be no death of TV, argues Jeremy Pounder, Head of Media Futures at Mindshare, as emerging forms of video transpire to become part of a larger video offer, according to his investigation.

Article

This article explores the future of TV and video content over the next five years, based on industry expert interviews, primary GroupM research and secondary research within the UK.

Article

This article examines the correct use of mobile advertising metrics and how they can help advertisers rethink their cross-platform campaigns.

News

LONDON: The way people watch TV is changing, with growing use of SVOD and pay TV alongside free-to-air services, but TV ads are still viewed in large numbers, new research suggests, even by those who only watch TV through subscription streaming ...

Article

This article explores what 5G is, the impact it will have on advertisers and challenges that it faces.

Case Study

This case study details how Surf, a fabric cleaning brand, partnered with Vietnamese social site Zalo to launch a disruptive perfume variant which would win back consumers.

Article

This article provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.

News

GLOBAL: Questions around brand safety are not new, yet online advertising presents unique challenges as the volume and speed of ad delivery increases, and inventory is bought by audiences across all content; the resulting choice, then, is one of ...

Opinion

GroupM's John Montgomery, EVP, Global Brand Safety, told WARC why advertisers can never totally eliminate the risk of appearing alongside inappropriate content; while it is possible to introduce strong safety measures, he adds, these come at a cost.

News

NEW YORK/COLOGNE: GroupM’s Rob Norman has added his voice to the growing buzz around the role that blockchain technology could play in increasing transparency in digital advertising, predicting it will be one of the “new words” at ...

Article

This article explains how brands can best tackle safety concerns around the placement of display, video or native ads adjacent to illegal or inappropriate content.

News

NEW YORK: An increasing number of leading ad agencies are signing up to use digital verification and measurement tools provided by OpenSlate, a video analytics firm, which checks YouTube to ensure ads are served where they should be.

News

LONDON: With new research shedding light on the necessity for all pixels of an online ad to be in view, given the increased impact of influence on the consumer, the call for an enhanced viewability metric across media types is gaining traction.

News

LONDON: New research into the short-term advertising strength of YouTube and Facebook ads reveals that the industry standard of 50% pixels on-screen for two seconds has a high chance of the ad being missed and not influencing purchase.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

News

NEW YORK/LONDON: Viewability standards are in the spotlight again as an industry body has demanded more action from YouTube and Facebook, GroupM announced an “evolution” of its own standards, and new academic research is set to throw ...