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Article

Mark Evans, marketing director at Direct Line Group, shares what marketing effectiveness means atthe insurance group.

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.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Case Study

The National Union of Journalists of the Philippines, a Filipino journalist trade union, combatted the spread of fake news by releasing a browser plug-in app that alerts the user to flagged articles.

Article

Helps marketers justify marketing investment to the c-suite by looking at the types of campaigns that are most profitable, the consequences of cutting budgets and how to command a price premium.

Case Study

Alcoholic beverage brand Kingfisher launched a nightlife planning app to target young consumers in India and increase footfall at its partner outlets.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Opinion

Marketing leaders have a responsibility to invest in the best possible media mix, but that is never easy.

Article

Discusses the techniques marketers can use to estimate the likely impact of marketing activity.

Article

Addresses the complex question of how much you should invest to ensure effectiveness by providing key evidence based on findings from successful case studies.

Article

Marketers fall into six common traps when it comes to data-driven marketing.

Research Paper

Standard Bank, a financial services group, used a mixed-method approach to discover how privacy legislative challenges are affecting market research clients and agencies in South Africa.

Research Paper

A global study revealed that, while consumers share their location data, most feel stressed or vulnerable when doing so. The findings also gave insights in how to appropriately address consumers’ privacy needs and concerns.

Article

Explores how the clean up of digital advertising is likely to unfold as we approach the end of 2018, following the industry’s brand safety scandals, changing viewability demands, and ad fraud developments.

Article

Discusses media and entertainment (M&E) executives' perspectives on blockchain and how it can help address new challenges in the area of digital rights, advertising and digital fraud.

Opinion

A new initiative aims to rehabilitate programmatic. The IAB’s latest guidelines are poised to bring greater transparency and security to digital ad buying.

Case Study

Grads of Life, an employment-centered non-profit, disrupted traditional hiring behaviors in the US with its seven-second video resumes.

Case Study

Maltesers, a confectionary product, turned the tide on their declining sales in a saturated category by using humour to drive awareness and sales.

Case Study

BT, a telecommunications company, reconnected with business people in the UK by leveraging the power of emotion to make a modest advertising budget more effective (and more efficient); generating a net profit of over £14.5m and delivering a ROMI of £3.16.

Case Study

Xbox, a gaming console brand, launched an offering to customise its controllers for fans in the US to both express their love for the brand and which acted as a means of promotion in itself.

Article

Looks at how the rules of the game have changed for brands and how they are still learning how to play amidst a time of political polarisation across generations.

Case Study

The Society of St. Vincent de Paul (SVP), a charitable organisation, managed to win the hearts and pockets of the Irish public when donations and trust were at an all-time low.

Opinion

dmexco has come and gone, but what did the industry learn? Here are the top themes of 2018 in the words of those who ought to know: ad tech leaders.

Article

Kingspan Group, the building materials firm, made effective use of analytics as part of the launch program for its Kooltherm insulation product.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.