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News

A number of major publishers and agencies in Europe expect more ad inventory to be sold via direct deals this year as they seek to reduce their exposure to open exchanges.

Case Study

Bajaj Almond Drops, the leading brand in the hair oil market in India, decided to gain market share by setting a new Guinness World Record, which would demonstrate the importance of the traditional habit of hair oiling engagingly and interestingly.

Article

Part of WARC's Marketer’s Toolkit 2019, this report explains how marketers can be effective in their use of short-form video.

News

Facebook may have taken a pounding over the last year or so, facing regulatory pressures and attacks over data misuse on its platform, but its ad revenue ambitions are far from muted.

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.

Article

This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Article

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

Article

Provides marketers with information about the risks of online ad fraud, which is costing the industry billions a year, and ways of taking action against it.

Case Study

Just Eat, the online takeaway ordering platform, used a TV sponsorship to increase awareness and sales in the UK.

Article

Explores some of the manifestations of Asian millennials' influence and what they could mean for marketers in 2019.

News

Advertising spending in the UK is expected to be £20.8bn next year, breaking through the £20 billion mark for the first time.

Article

This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.

News

Facebook spent much of the end of last week defending itself against claims that CEO Mark Zuckerberg and COO Sheryl Sandberg ignored safety concerns on its social platforms and tried to deflect criticism by discrediting opponents.

Case Study

Toyota, the car brand, used branded content to increase sales of its hybrid car models in Europe.

News

Digital ads that met the standards set by the Trustworthy Accountability Group (TAG) witnessed 84% less fraud and invalid traffic in the first seven months of 2018, according to a new report from the advertising industry safety body.

News

TV is in decline, but it is still perceived as an effective medium; addressable TV remains a promise; the TV industry looks likely to consolidate.

Research Paper

Kellogg's, the market leader in India's breakfast cereals category, grew sales for its Chocos product with the use of an innovative in-house market research product.

Case Study

Cereal brand Kellogg's Muesli used an app-based campaign in India to drive trial and gain top-of-mind status in the cereal category.

Case Study

Kotex, a brand of feminine hygiene products, increased its market share by targeting Vietnamese women on their most used device.

Case Study

TEA+, a ready-to-drink tea brand, connected with Vietnamese youth on mobile to increase sales in a competitive market.

Case Study

Mirinda, a soft-drink brand, successfully communicated a product innovation in Vietnam to reverse stagnation in the category.

Case Study

Sting, a carbonated energy drink, leveraged the Asiad 2018 games to promote the brand across digital and social engagements with the Vietnam teams and athletes.

Case Study

FWD Vietnam, an insurance company, made buying insurance simple and easy for its customers in Vietnam.

Article

Discusses the importance of subscriptions in a time of declining print revenues through digital advertising sales and explores how best to tackle them in order to better engage consumers.