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News

HONG KONG: More than three quarters of mobile programmatic ads served in Asia-Pacific are delivered via app, rising to 90% in Indonesia, according to a recent study.

Case Study

This case study describes how Egypt Tourism used branded content and traditional media to entice tourists back to the country.

News

LONDON: UK consumers are not as patient as they once were, according to a new study that shows over two fifths (42%) admit to having less patience today than they did five years ago.

News

GLOBAL: Global mobile adspend increased an impressive 60.5% to €63bn ($83bn) in 2016, up from €39bn ($52bn) in 2015, according to the latest figures from the Interactive Advertising Bureau (IAB) Europe.

Article

This event report looks at how UK retailer Marks & Spencer is using location-based marketing to boost footfall and sales at its stores.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

Article

This event report considers what actions brands need to take to comply with the General Data Protection Regulations (GDPR) which come into effect in May 2018.

News

SAN FRANCISCO: Facebook is urging marketers to rethink how they go about creating and measuring mobile video ads because consumers only watch ads that grab their attention, reward their time and are immediately relevant.

Article

This report summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

This article examines the total mobile adspend among WARC's twelve key markets, finding that it amounted to $45bn in 2015, which was the last verifiable year of measurement.

Article

This article explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

Research Paper

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.

Article

This article explains the importance of a standard metric for mobile marketing and ways in which marketers can best practice mobile metrics.

Research Paper

This report summarises the findings of WARC's latest mobile marketing survey, conducted across North America on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

This article looks at total UK adspend, which is expected to rise by 2.5% this year, following an increase of 3.7% in 2016 - adspend is forecast to reach £21.9bn in 2017, compared to £21.4bn the previous year.

News

EUROPE: The UK has the worst viewability rate in Europe for banner ads, according to a new report which suggests that the growth in mobile advertising expenditure is contributing to a continent-wide decline in ad viewability levels.

Article

The event report outlines how the Arizona Diamondbacks baseball team pursues a nuanced segmentation strategy.

Opinion

Mobile’s share of total UK internet adspend rose to over a third last year, and mobile accounted for 99% of new online ad money in 2016, according to the latest results from the AA/WARC Expenditure Report, released this week.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This event report demonstrates how Frito-Lay, the snacks group owned by PepsiCo, has deepened its understanding of mobile marketing on Facebook.

Article

This article advises on how brands can adapt television commercials (TVCs) to create effective and engaging mobile content.

Research Paper

This paper investigates consumers’ biometric responses to a range of different mobile advertising formats, including interstitial, in-stream and sidekick units.

Research Paper

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

Article

This report explores the views of senior AdTech and MarTech figures after the Mobile World Congress in Barcelona, which centred on the use of data and artificial intelligence systems to better understand audiences.

Article

This article takes a look at the current state of play in programmatic, and examines how it has given a new lease of life to native advertising - as well as the challenges faced in this - offering tips to advertisers who are looking to trial it.