Article
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WARC Best Practice, March 2019
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
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WARC Category Intelligence, January 2019
Global strategies, campaign updates and trends in mobile, apps and games.
Article
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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.
Article
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Anil Thakraney, WARC Exclusive, July 2019
Research from the MMA (Mobile Marketing Association) and Advertising Research Foundation suggests that advertisers have less time than they think to influence consumers on mobile.
News
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24 June 2019
Jeffrey Katzenberg believes Quibi, the short-form mobile video subscription service he’s launching next year, scores with both consumers and brands in terms of the advertising experience on offer.
Article
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Alex Brownsell, WARC Exclusive, June 2019
Jeffrey Katzenberg talks consumers paying for premium mobile content, his reasons for not viewing Netflix and Disney as rivals, and how Quibi will ensure a superior quality of branded content.
News
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28 May 2019
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.
Research Paper
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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.
Article
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Anil Thakraney, Event Reports, India: Ad Fraud Roadshow Series, April 2019
Ad fraud is rampant in India, and marketers are stepping up to combat the problem.
News
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28 March 2019
Mobile adspend is increasing in India, as elsewhere, but the convergence of a number of factors means it will rocket in the next few years, a new study suggests.
Research Paper
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IAB, April, 2018
This study looks at video ad spend by advertisers across digital, mobile and TV platforms in the US.
Article
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IAB, August, 2018
Explores the role of digital audio in the brand safety conversation in the US.
Research Paper
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IAB, October, 2018
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.
Article
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Research on WARC, January 2019
China remains the world’s largest contributor of new ad dollars despite rapid consumerisation, though its advertising intensity has trended down to a prospective 0.67% GDP in 2019.
News
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06 February 2019
Media buyers are increasingly spending on mobile in-app environments, a new study from PubMatic and Forrester finds.
Opinion
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James McDonald, January 2019
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.
News
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24 January 2019
Mobile is currently the second-largest ad medium by spend, and will overtake TV across key markets this year if current growth rates are maintained, according to a new WARC report.
Article
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Mary Connors, Event Reports, Shopper Insights & Retail Activation Conference, June 2018
Tophatter, the e-commerce platform, is pursuing a very different model than many of the industry’s major players.
News
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12 November 2018
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 ...
Article
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Katrin Roscher, WARC Best Practice, November 2018
Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
Research Paper
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Ebiquity, November 2018
A study exploring the extent to which ad misplacement is still prevalent in the DACH market – Germany, Austria, and Switzerland.
News
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31 October 2018
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.
News
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19 October 2018
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).
Article
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João Teixeira de Carvalho, WARC Webinars, September 2018
João Teixeira de Carvalho, CEO at Hands, discusses how brands can use the wealth of information collected from apps, smartphones, and mobile device technology to better understand their users.
Article
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Kimberly Rose Clark, Kenneth Raj Leslie, Manuel Garcia-Garcia, and Matthew L. Tullman, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 311-325
Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.
