Maggie Mesa, WARC Best Practice, November 2017
Mobile programmatic – the automated version of trading digital ad space in the mobile environment – enables data-driven and efficient targeting, but marketers must be aware of key challenges to master the technology.
Research on WARC, MediaSense, June 2017
This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.
This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.
This report details the findings of a study into the costs and economics of the programmatic advertising ecosystem, and offers practical solutions to help advertisers take greater control of their programmatic investments.
LONDON: Digital formats helped drive UK adspend 3.9% higher in the fourth quarter of last year, the highest grossing quarter on record, according to the Advertising Association/WARC Expenditure Report.
Andrew Morsy, Admap, March 2017, pp. 40-41
This article examines how the industry can combine the scale of programmatic with the reach of mobile, which could create a true powerhouse if done correctly, but has so far seen limited uptake due to lack of understanding of the potential.
Alex Kozloff, WARC Exclusive, January 2017
This article describes and explains the fundamentals of digital display advertising, a broad subject taking in any number of connected devices, one that offers a variety of tools through which to deliver communications.
Institute of Advertising Practitioners in Ireland, Grand Prix, ADFX Awards, 2016
This case study describes how great consumer insight and game changing marketing executions have helped newly created Orchard Thieves cider, a Heineken Ireland brand, disrupt the category and market to create success.
This article argues that personalisation is a basic human selling method that can be witnessed at market stalls worldwide, and examines techniques that can make communications more like a conversation.