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Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

News

HONG KONG: Digital media revenues in Hong Kong are forecast to grow at a compound annual growth rate (CAGR) of 5.1% over the next four years while non-digital media slowly shrinks, according to a new PwC report.

News

NEW YORK: Digital adspend in the US increased 21% year-on-year to reach a record high of $88bn in 2017, according to the latest internet advertising revenue report from the Interactive Advertising Bureau (IAB).

Opinion

There is now an abundance of media available, with people spending an average of 12 hours a day consuming it.

News

LONDON: Smartphone advertising expenditure keeps growing, driven largely by smartphone video ads which jumped by 69% in 2017 according to new data from the IAB UK, making this by far the fastest-growing online ad format.

News

LONDON: Sky, the entertainment and communications company, was the biggest advertiser on traditional media (i.e., excluding internet advertising) in the UK in 2017, spending £197.1m over the year according to new data from Nielsen.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Research Paper

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

News

WASHINGTON DC/LONDON: The Trustworthy Accountability Group (TAG), the advertising industry initiative tasked with fighting criminal activity and building trust, is opening a new office in London to accelerate its global expansion.

Article

Although the TV in the corner of the living room is still the main source of entertainment for many households, other screens, such as mobiles and laptops, simultaneously distract and compete for attention.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

News

NEW YORK: As digital ad revenues continue to rise, analysis from the Interactive Advertising Bureau (IAB) indicates that there are opportunities for publishers to attract more spending from small and medium-sized businesses (SMBs).

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Research Paper

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

News

GLOBAL: The internet is driving almost all of global growth in advertising expenditure, according to Zenith, and most of that is being captured by just five US and Chinese platforms.

Opinion

We’re getting ready to launch Toolkit 2018 – our guide to tackling some of the biggest challenges brands currently face.

Article

Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.

News

GLOBAL: The United Nations has recognised November 21 as World Television Day since 1996 and the date coincides with the release of a new report, which claims to demonstrate the medium’s resilience and effectiveness for advertisers.

Article

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.

News

WASHINGTON DC: A budget of roughly $1,000 spent on mobile advertising is all it takes to track an individual’s location, app usage and social media habits, new research from the University of Washington has found.

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: In the first half of 2017, advertisers spent more on video ads than banner ads for the first time, according to new data from the Internet Advertising Bureau UK.

News

LONDON: Mobile devices are forecast to account for around three-quarters (73%) of the time global consumers spend using the internet in 2018, up from 70% in 2017 and 65% in 2016, according to a new study.

Article

This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.

Article

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