Maggie Mesa, WARC Best Practice, November 2017
Mobile programmatic – the automated version of trading digital ad space in the mobile environment – enables data-driven and efficient targeting, but marketers must be aware of key challenges to master the technology.
The tipping point is coming: internet ad formats are set to account for over half of all media spend worldwide by next year if the current trajectory is maintained, WARC’s Global Ad Trends report reveals.
Paul Janssen, Robin De Rooij and Hyunwook Cho, ESOMAR, Asia Pacific, 2019
E-commerce has grown exponentially over the last decade but selling online is different from selling offline and tactics need to be adjusted to be successful – so a study looked at how improved product text and visuals can overcome two major challenges of selling online.
Exploring shoppable mobile video ads and how consumers in the US interacted with them, focusing on video-based interactive ads in a mobile web environment with the goal of understanding what initial calls to action work best.
WARC’s latest Global Ad Trends, a monthly report which uses empirical evidence to summarise media trends in advertising, has found that mobile ad formats will attract more money than TV across key markets this year, despite practitioner uncertainty around viewability, ROI and brand safety, and growing consumer privacy concerns.
Vietnam is technologically advanced in terms of network and smartphone penetration, integrated marketing communications across multiple channels is increasingly used and prioritising mobile marketing is no longer a trend, but a must-have, a new ...
A study of interactive video ads on mobile phones shows those with a call to action (CTA) generate the highest response from consumers – but to optimize that response advertisers need to tell viewers what to do in the first five seconds.
Advertising researchers do not fully understand the impact that different ad placements and delivery vehicles have on the mobile user’s experience, according to a paper in the Journal of Advertising Research (JAR).
James McDonald & Rob Clapp, WARC Data, January 2019
This report summarises the latest research from WARC's Data platform, with a focus on investment and consumption trends within mobile advertising, in addition to ad performance, measurability and data privacy concerns. Key findings include: