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BRUSSELS: Tough new rules approved by a European Parliament committee at the end of last week could have serious implications for online messaging companies, such as Skype and Facebook-owned WhatsApp.

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.

Article

The promise of location marketing has generated more excitement than it has clarity - here, British retailer Sainsbury's describes how it gained the same level of analytics for offline as online.

Research Paper

Giving free game items to mobile users through in-app reward advertisements could generate a sampling effect and increase the probability of users making in-app purchases.

News

SINGAPORE: The smartphone revolution has transformed how Unilever approaches marketing communications in Asia, according to senior executive at the company.

News

LONDON: Ads that prevent consumers from viewing the content they want have surfaced as among the three most annoying mobile ad formats, according to new research.

Article

This article outlines how some of India’s biggest brands - including Colgate, PepsiCo and Emami - are using mobile marketing to access rural India.

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.

Research Paper

This article provides research and insights into app users and explains why the growth of mobile apps is good news for brands.

News

LONDON: Out-of-home media is attracting some unexpected advertisers as the medium’s digital capabilities expand and the possibilities grow for a more creative approach using real-time and contextually relevant content.

Article

This event report looks at research into the mobile behaviours of Gen Z in the UK, a group termed 'mobile prodigies'.

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.

Article

This article details how brands and retailers can maximise the effectiveness and scope of mobile coupon marketing.

News

SINGAPORE: A number of factors are to blame for unseen mobile ads, but slow loading times are the biggest problem when it comes to mobile viewability, senior agency executives have said.

News

LONDON: Mobile is gaining top level support, with budgets increasing across EMEA, but measurement remains a problem for many marketers, according to a new survey by the MMA in collaboration with WARC.

Article

This article explores the challenges and opportunities facing advertisers on mobile ad viewability in Asia, and offers advice for marketers to maximize and measure the viewability of their ads.

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.

News

BEIJING: China is set to become the most influential trendsetter in the world of mobile marketing and omnichannel integration, according to a senior figure in Tencent, creator of WeChat.

News

AUSTIN, TX: Dunkin' Donuts, the quick-service chain, is leveraging emojis and stickers to become part of mobile messaging conversations where its brand can play a relevant role.

Article

This article explores how China is emerging as a global leader in mobile marketing with integrated campaigns and mobile-first customer engagement via WeChat.

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 event report outlines how Dunkin' Donuts, the quick-service chain, has used mobile tools such as stickers and emojis to engage consumers.

News

GLOBAL: Newspapers ought to be well placed to capitalise on recent brand safety concerns but they could end up losing out as new research shows their mobile sites take longer to load than most people are prepared to wait.

Article

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