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News

A study of interactive video ads on mobile phones shows those with a call to action (CTA) generate the highest response from consumers – but to optimize that response advertisers need to tell viewers what to do in the first five seconds.

Case Study

Nissan, a multinational automobile manufacturer, revitalised a dying car in a declining segment by launching a film in the Republic of Ireland, which broke category conventions and shattered preconceptions of its brand.

Article

This article offers practical tips to boost discoverability via search in a variety of platforms including Google, Instagram and YouTube.

Article

The largely manual creative asset workflow that characterizes non-linear ad delivery processes is ill equipped to address the growing complexity of today's tech-driven video campaigns.

Article

The Association of National Advertisers (ANA) and Forrester Research surveyed over 120 marketers to understand their perspectives on old and new modes of TV advertising.

Data

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.

Article

This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Article

This article details the current bot fraud landscape, based on insights from a study produced by the Association of National Advertisers (ANA) and White Ops.

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.

Article

This article explains how brands can create video creative that is engaging and brand-centric in order to reward viewers with relevance or entertainment and prevent early skipping.

Article

This article provides marketers with information and guidance about determining the optimal TV ad length.

News

NEW YORK: Mobile claimed more than half of digital advertising expenditure in the US last year, according to new figures from the Interactive Advertising Bureau (IAB).

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.

News

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.

News

LONDON: Mobile's share of digital advertising expenditure in the UK has grown ninefold over the past five years, with spending on mobile video more than doubling during 2016, new figures show.

Article

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

Research Paper

This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.

News

LONDON: Mobile is on course to become the most popular screen for viewing videos in the UK, according to a new report that found video-viewing on smartphones is already on a par with desktops or laptops.

Article

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.

Article

Examines digital trends in the United States in 2016 by presenting data on consumer usage and the effects these behaviours are having on ad revenue.

Article

This paper reports on the findings of the IAB Video Center of Excellence, which undertook desk research, alongside consultation with practitioners and industry experts to provide perspectives and insights on the video advertising ecosystem.

Case Study

This case study shows how Heineken Ireland, a global beer brand, built a strong communications campaign and delivered on commercial objectives during the Rugby World Cup (RWC) held in Ireland.

Case Study

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.

Research Paper

This article argues that commercial advertisers should borrow from the strategies employed during the 2012 and 2016 election campaigns in the US to improve the effectiveness of their own marketing efforts.