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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

Clorox, the cleaning brand, found marketing success by combining a focus on data with tangible human insights.

News

NEW DELHI: Television continues to be the biggest advertising platform in India, but mobile adspend is growing rapidly and is expected to increase by 85% in 2017, according to the latest estimates from eMarketer.

Article

This article offers five tips from Unilever's VP of Global Media in Asia, David Porter, on how FMCG companies can adapt to Asia's changing media landscape.

News

SYDNEY: American Express knew that mobile was playing an important role in the credit card research process but initially struggled to quantify it beyond last click attribution, according to a senior executive at the company.

Article

This article outlines how American Express, the credit card company, investigated the role of mobile in its customer journey.

Article

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

News

LONDON: Brand segmentation efforts should never be compromised by whether the resulting consumer target audience can be easily found in media or media surveys, an industry figure advises.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

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.

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.

Article

This article discusses the issues in cross-platform measuring TV and digital and why it is important to develop ways to accurately compare their data.

Article

This event report addresses how Dr Pepper Snapple Group, the beverage manufacturer, is seeking to enhance digital measurement.

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.

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

LAS VEGAS: Adobe, the technology firm, has launched a new platform called Advertising Cloud that it says will allow brands and advertisers to manage their spend across multiple channels.

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).

Article

This event report outlines how Verizon, the communications group, is building its content presence across multiple categories.

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 takes a look at five ways in which brands can interact positively to build influence during the many micro-moments when consumers fleetingly use their phone in the course of a day.

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.