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News

NEW YORK: Half of all ad fraud in 2017 will take place over the next few weeks, according to White Ops, leading to as much as $3.5bn in losses.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Research Paper

This report details the findings of a study by the ANA and White Ops into bot fraud in the digital advertising ecosystem and gives recommendations on best practices for detection and prevention.

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 event report examines how Dennis Publishing, an independent UK publisher, successfully launched a version of its The Week magazine to appeal to the tween market.

News

SAN DIEGO: The financial damage that brands suffer from bot fraud will decline this year, but further room for progress remains in this area, according to a study from the Association of National Advertisers (ANA).

Article

This article looks at the role of search strategies in B-to-B marketing and explains how the future will be a continuing battle to get on the first page of search results.

Article

This article offers best-practice guidance for B2C and B2B advertisers looking to use programmatic native advertising, which must always blend into and enhance the content it accompanies, meaning that creative must be valued and targeted accurately.

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.

Case Study

This case study describes how Wilson Browne solicitors, specialising in private client and commercial law, rebranded itself in the United Kingdom having left a national umbrella network.

Article

This article argues that marketing departments must be realigned and streamlined, simplifying core tasks, so they can hire new expertise that can meet the challenge of adopting new technology.

Article

This event report details how pay-per-click (PPC) advertising has been undervalued as a marketing tool.

Article

This article outlines the digital strategy UK high-street retailer Argos - a unique catalogue proposition - took to leverage its physical presence to become an omnichannel shopping destination.

Case Study

This case study details how the United Nations Office for the Coordination of Humanitarian Affairs (UNOCHA) engaged millennial audiences in the US with its #ShareHumanity campaign.

Case Study

This case study describes how the non-profit Credit Counselling Service (CCS) created uncomfortable advertising that was difficult for Canadians to ignore in order to convince them to seek financial counselling sessions if necessary.

Case Study

This case study describes how the 160-year-old Hydes Brewery capitalised on its expertise by creating an experimental brewery to tap into a new generation of urban drinkers that had been moving into Manchester.

Case Study

This case study details how Crosse & Blackwell, the British tinned soup brand, increased sales in a period of market decline by redesigning the brand to 'own Britishness'.

Opinion

This guest post is by Marius Smyth, Managing Director EMEA, AdRoll Ad tech has become integral to agencies' need to future proof, but agencies must continue to adapt their traditional models and fully embrace what technology has to offer, if they are to keep pace with client expectations, according to the buyers, managers, directors and business owners AdRoll surveyed for its report ‘Welcome to the Era of Mad Tech '.

Article

This article explores some of the recent developments in Artificial Intelligence (AI), and the techniques and uses that marketers can engage with in order to be able to scale-up faster in the future.

Article

This article discusses the effects of the weather on retail, arguing that marketers need to design weather strategies alongside responses to other externals.

Case Study

This case study explores how Toys "R" Us, the toy retailer, made use of both online and offline marketing to grow its loyal UK user base and drive strong sales volume.

Article

This article discusses different ways of planning and executing online display campaigns, which is evolving rapidly, due to increased automation of campaign management and trading.

Article

This article discusses artificial intelligence (AI), or "machine learning", and its implications for marketing.

Article

This event report outlines how Zenefits, a provider of "all-in-one" software for human resources teams, has injected some Silicon Valley flair into marketing.

Case Study

This case study reveals how the CITB, the statutory body that represents the UK construction industry, successfully executed a campaign to recruit more apprentices for the industry.