Home Topics Media channels & touchpoints Mobile

Mobile

Latest
Most Read

Filter by

Mobile effectiveness (1,789)

Devices & apps (721)

Mobile marketing, mobile web (688)

Mobile audiences (608)

Mobile planning and buying (168)

Search in

Case Studies (0)

Articles (73)

Research Papers (11)

News (43)

Opinion (9)

Data (32)

Rankings (0)

Show only

Recommended

(17)

Videos

(1)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

Search Results Language

Category

Brand

Location

Source

168 results found

Reset Filters

Search in

Case Studies (0)

Articles (73)

Research Papers (11)

News (43)

Opinion (9)

Data (32)

Rankings (0)

Show only

Recommended

(17)

Videos

(1)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

template

Search Results Language

Industry Sector

template

Brand

template

Location

template

Source

template

168 results found

Sort by

Study: TikTok UGC videos about brands outperform other video ad types

Article • Realeyes, Research on WARC, February, 2021

Study across 11 brands using emotional analysis from Realeyes, comparing viewer responses to four different video types for each brand: TikTok user-generated content (UGC) videos, TikTok ads, Facebook ads and conventional ads.

Audible tests the power of 5G advertising

Article • Stephen Whiteside, Event Reports, 4A’s Decisions conference, January 2021

Audible, the audiobook and podcasting platform owned by Amazon, successfully ran a test campaign that leveraged the power of 5G cellular networks.

Apple puts big pressure on Google and Facebook with the implementation of ATT

Opinion • Jack Shearring, February 2021

Marketers should take note of Apple’s decision to force app developers to request permission to track users across apps and websites, writes Jack Shearring.

The OOH opportunity to build, measure and amplify marketing

Article • Low Lai Chow, Event Reports, Digital Marketing World Forum Asia, August 2020

Moving Walls’ Srikanth Ramachandran argues that OOH is poised to play a central role in amplifying marketing in a digital-centric world.

Advertising on mobile apps versus the mobile web: Which delivers better advertisement recognition and willingness to buy?

Research Paper • Sungjun (Steven) Park and Byungho Park, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 381-393

Do consumers process mobile advertising on mobile websites and branded apps in the same way? To answer this question, this article examines both the antecedents and consequences of mobile websites and branded apps.

Click-through behavior across devices in paid search advertising: Why users favor top paid search ads and are sensitive to ad position change

Research Paper • Chongyu Lu and Rex Yuxing Du, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 394-406

This study investigated differences in consumer click-through behavior with paid search advertisement across devices – smartphone versus desktop versus tablet.

Ad fraud follows APAC mobile gaming boom

News • 27 November 2020

Fraud rates for the gaming vertical have spiked, according to data from app marketing platform Adjust.

Connected TV matches mobile for online video impressions

Data • Rob Clapp, WARC Data Points, November 2020

An overview of online video impressions by device in the United States.

Trends of the Month: Ad challenges, sports and mobile video

Opinion • Rob Clapp, November 2020

This month: advertising’s winners and losers as the year ends, engaging sports fans during COVID-19 and how mobile video is becoming the focus in Asia.

One in a hundred TAG-certified impressions still fraudulent

Data • Rob Clapp, WARC Data Points, November 2020

An overview of advertising fraud by channel and format in the United States.

TV budgets register first growth of 2020

Data • Zoe McCready, WARC Data Points, November 2020

A summary of the latest readings from WARC's Global Marketing Index (GMI), a unique monthly barometer of the state of the global marketing industry based on current sentiment among practitioners.

What is connected packaging?

Opinion • Jenny Stanley, October 2020

Have you ever noticed a QR code on the milk carton, wine bottle or yoghurt pot? If you scan it with your smart phone camera – it will take you to a connected experience where you will find product information, discount codes, competitions and interactive games or virtual reality experiences.

Half of APAC marketers invest over a quarter of their budget on mobile

Data • Zoe McCready, WARC Data Points, October 2020

An overview of mobile's share of marketing budgets in APAC between 2019-2020.

Mobile video is top priority for APAC marketers

News • 27 October 2020

Asia Pacific was already a leader in mobile adoption before COVID-19 struck and the pandemic has further pushed the channel to the forefront, with mobile playing a significant role in the purchase journey and mobile video now a priority for marketers

The State of the Industry: Mobile Marketing in APAC 2020

Data • WARC Data, October 2020

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

The State of the Industry: Mobile Marketing in India 2020

Data • WARC Data, October 2020

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

Digital budgets back to pre-pandemic growth

Data • Zoe McCready, WARC Data Points, October 2020

A summary of the latest readings from WARC's Global Marketing Index (GMI), a unique monthly barometer of the state of the global marketing industry based on current sentiment among practitioners.

Launching and scaling a mobile-first e-commerce start-up

Article • Yuri Ivanov, WARC Exclusive, September 2020

Joom’s co-founder reveals five lessons when building a better mobile commerce experience.

Marketers can take LTV lessons from games companies

News • 14 September 2020

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.

Reframing OOH strategy in Southeast Asia for a post-COVID world

Article • Moving Walls, WARC Best Practice, September 2020

Moving Walls offers advice on how brands can use data to improve the effectiveness of outdoor campaigns.

Why brands are moving from gamification to gaming

News • 08 September 2020

In the pursuit of stand-out, engaging propositions, loyalty marketers have been turning to gamification, but that is now evolving into actual gaming for some of the world’s biggest brands.

Why in-game advertising should be part of your media mix

News • 06 September 2020

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.

What marketers can learn from mobile gaming advertisers

Article • Fintan Gillespie, WARC Exclusive, September 2020

Examines the performance marketing techniques used by mobile gaming app publishers.

How mobile gaming is changing brand loyalty strategies

Article • Natasha van der Pas, WARC Exclusive, September 2020

How brands including Starbucks, Shell and Disney are using mobile games to increase customer loyalty.

What marketers need to know about the in-game advertising opportunity

Article • Andy Sampson, WARC Exclusive, September 2020

An introduction to in-game advertising.

The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
Global Ad Trends: Ad opportunities in gaming

Data • James McDonald, Rob Clapp, WARC Data, July 2020

This report summarises the latest research from WARC's Data platform, with a focus on the application of advertising in mobile gaming, streaming and e-sports. Key findings include:
How to market to Vietnamese consumers

Article • 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.
What's working in mobile

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in mobile.
How to stay at the forefront of SEO trends

Article • Caitlin Robertson, WARC Best Practice, March 2020

A best practice guide to improving a brand’s organic search strategy, including technical improvements and on-page and off-page activities.
What we know about mobile marketing

Article • WARC Best Practice, March 2020

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.