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Research Paper

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.

News

LONDON: A growing number of companies are mulling introducing redeemable incentives and forming partnerships to protect data in order to secure user consent for personal information ahead of the General Data Protection Regulation’s coming ...

Article

Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.

News

MADRID: Traditional Spanish telco Telefónica has announced a push into Latin America with its Movistar+ original content platform and the launch of the most expensive Spanish series ever made.

Article

Brands will need to take a more disciplined, proactive approach to data management in 2018, as a result of the European Union's General Data Protection Regulation (GDPR), which threatens hefty financial punishments for non-compliant companies.

Article

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Research Paper

O2, the mobile phone network, developed a multi-touch attribution model to understand the role of Facebook in its advertising mix and decrease cost per acquisition in the UK.

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.

News

LONDON: Businesses with a strong marketing effectiveness culture are fitter and better able to deliver targets, according to a new study which highlights five behaviours that successful organisations are practising.

Case Study

Pizza Hut in Brazil chose indoor geolocation technology to convert mobile ads interactions into foot traffic to Pizza Hut's brick and mortar stores.

Research Paper

This article describes research carried out with mobile operator O2 to establish whether VR is practical within quantitative research and whether it could produce meaningful data.

Article

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

News

LONDON: As consumers are being asked to hand over more and more personal data, platforms offering a centralised hub that allows users to control who is accessing, and how they are using, their personal data, are on the rise.

Opinion

Dave King, MD at Exterion Media, argues that digital transformation will affect all areas of a business, requiring a clear vision of how that will play out across all teams in the organisation, and how it will help to improve the experience of the customer.

Case Study

This case study shows how telecoms brand O2 was able to improve brand equity and sales in the UK by partnering with charity War Child in staging a series of performances.

News

PARIS/SAN FRANCISCO: Havas Group has claimed its new Client Trading Solution – a platform that gives advertisers full visibility on programmatic trading – is a "game changer", but others have been more cautious in their reviews.

Article

This paper introduces Gemius AdReal, desktop and mobile technology available in markets across Europe which recognizes ads and produces data reports estimating Real Users.

Case Study

Telefónica Deutschland, a communications provider, successfully increased its brand engagement in Germany, by setting up an Open-Debate space that welcomed the public to openly discuss technology.

News

MUNICH/LONDON: Telefónica Germany, the mobile network that operates under the O2 brand, has joined forces with a British start-up to provide its customers with more control over their personal data in return for more relevant ads.

Article

This event report explores a number of themes that arose at the Mobile World Congress 2017, including new developments in 5G, mobile, IoT, and AR/VR.

Case Study

This case study describes how Telefonica mobile brand O2 created a new advertising medium to position itself as a digital innovator to get in touch with a young, and digitally savvy, target audience in the German market.

News

LONDON: Transport for London (TfL), the official body responsible for the city's Underground, has conducted a geo-location trial involving Tube passengers that has the potential to offer future opportunities for advertisers.

News

GLOBAL: Top executives from Heineken, Telefónica and Twitter are among the judges Warc is announcing for the Effective Social Strategy category in its Warc Awards scheme, a global search for next-generation marketing effectiveness.

Article

This event report shows how companies are using "mobile outsourcing" to enhance their marketing research.

Case Study

This case study describes 'GoThinkBig.co.uk' a campaign from Telefonica/O2, the pan-European telco, that helped young people to find work in a difficult context.