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.
Institute of Advertising Practitioners in Ireland, Grand Prix, ADFX Awards, 2018
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.
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.
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.
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.
Alex Kozloff, WARC Exclusive, January 2017
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.
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.
Institute of Advertising Practitioners in Ireland, Grand Prix, ADFX Awards, 2016
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.
Gian M. Fulgoni, Andrew Lipsman and Carol Davidsen, Journal of Advertising Research, Vol. 56, No. 3, 2016, pp. 239-244
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.
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