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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 report summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

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.

Research Paper

This report summarises the findings of WARC's latest mobile marketing survey, conducted across North America on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

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.

Article

This event report outlines how mobile data is enhancing marketers' ability to buy and measure outdoor advertising.

News

SYDNEY: The Australian Out-of-Home (OOH) industry reported a seventh consecutive year of revenue growth in 2016 and its top executive is bullish about the prospects for the year ahead.

Article

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.

News

ASIA-PACIFIC: Mobile ads with duration of less than a second can be effective in driving brand awareness, brand consideration, key message recall and purchase intent, according to research by Facebook.

Article

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980. The report outlines major shifts in the allocation of advertising budgets by media channel and global region.