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Research Paper

This report details the findings of a study into the costs and economics of the programmatic advertising ecosystem, and offers practical solutions to help advertisers take greater control of their programmatic investments.

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.

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.

Research Paper

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

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 PhoneWatch, which sells monitored home alarm systems in Ireland, reversed declining sales by using a combination of primarily TV and digital.

Article

This essay explores agencies' value to boardrooms, considering what they need to change in order to remain relevant and prepared to face business problems.

Article

This event report offers an insight into how DuPont, the conglomerate, created two mobile apps to support its agriculture business in multiple markets.

Article

This article looks at the media viewing habits of millennial consumers, how they respond to advertising and how they view brands.

Article

This brief article rounds up the international forecasts for 2016.

Article

This article outlines several of the key trends that will impact out-of-home advertising in the UK in 2016.

Article

This article explains how to use mobile.

Article

This article explains how to use SMS in customer acquisition.

Article

This article explains how to use outdoor in customer acquisition.

Research Paper

This article asks whether the gross rating point (GRP) measures, which have long been used within the traditional platforms of television, radio and print to gauge how much advertising 'pressure' is being delivered, are outdated in a digital world.

Article

This article reports on research into cross-device advertising effectiveness, concluding that the best campaigns deliver seamless campaigns across devices and provide a unified experience for consumers.

Article

This article argues that the media landscape is changing again, and that as the popularity of apps grows the trend towards fragmentation will reverse.

Research Paper

This paper argues that using mobile location signal and desktop digital data can provide a robust and efficient methodology for analysing, targeting and measuring audiences exposed to OOH.

Article

This article explores some of the issues when planning for out of home, including changing formats, broad audience reach and measuring effectiveness.

Research Paper

This report sets out three key reasons that advertising's contribution to sales is incorrectly valued, based on interviews with researchers and data modellers in the US.

Article

This article provides marketers with information and guidance on several major media channels.

Article

This article sets out some key considerations for planning for newsbrands and gives advice for marketers wanting to make the most of this changing media.

Article

This article explains how TV has changed - and continues to change - maintaining a prime position in advertisers' media planning despite gloomy predictions.

Article

This article sets out the key issues in planning for mobile, and provides guidance for incorporating mobile into integrated communications plans.