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.
In terms of marketing team structure and ways of working, gaming companies are among the most advanced performance advertisers in the industry, and brands across categories can learn from their approach.
One of the few growth areas during lockdowns around the world has been gaming, but current level of investment in in-game advertising does not reflect the opportunity; the latest WARC Guide explores why.
Mobile advertising continues to see growth in the UK, despite the impact of COVID-19 on marketing budgets, according to a new WARC report which finds brands looking to engage consumers in a socially distanced world largely through video and social.
Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
COVID’s impact is being felt across all media channels, but mobile has remained the fastest grower at a time when the channel is being used more than ever, with nearly all marketers (94%) surveyed in a new report considering mobile ads effective.
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.
Poor retention rates, intense competition and rising user acquisition costs are just some of the challenges facing app-marketers, which is why effective retargeting has become an increasingly important campaign tactic.
Advertisers should avoid a “one-size-fits-all strategy” for paid search, and instead leverage different approaches for smartphones, tablets and desktop, according to a study in the Journal of Advertising Research (JAR).
Apps should be a “top priority in mobile marketing”, with branded tools offering particular benefits from an advertising perspective, a study published in the Journal of Advertising Research (JAR) has found.