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Article

Sixty per cent of TV’s response impact comes through digital media channels and advertisers are not seeing the full response benefit of their TV ads unless they are using online channels to ensure viewers are given the opportunity to respond in a seamless way.

Article

Screens have a proven track record in delivering effective commercial messaging but the industry hasn’t fared well at capitalising on the attention opportunity provided by nascent digital routes to market.

Article

Explores some of AppNexus' observations surrounding viral content and the current state of ad fraud throughout digital media, offering recommendations to publishers, advertisers and internet users.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

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.

Article

Looks at how integrating content marketing can drive better results by looking at the success of email marketing for Key Technology Inc., a provider of automation technologies, and providing tips for marketers to keep in mind when producing their own email campaigns.

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.

Case Study

Sony, the electrical company, used SEO and paid digital ads to increase the number of visits to its audio-focused website in the US.

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.