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Radio budgets growing after steep cuts last year

Data • Rob Clapp, WARC Data Points, July 2021

An overview of global marketing budgets by medium between January and July 2021.

Connected TV accounts for half of all video ad impressions

Data • Rob Clapp, WARC Data Points, July 2021

An overview of digital video advertising impressions on connected TV, mobile and PC devices.

How brand marketers can do more with and for SEA’s mobile gamers: A Vietnamese perspective

Article • Ho Phu Hai and Soumik Parida, WARC Exclusive, Spotlight SEA, July 2021

Marketers can successfully target the right audience for their campaigns if they understand Vietnam’s mobile gamer demographics, say RMIT University’s Dr Ho Phu Hai and Dr Soumik Parida.

Ace your game: How SEA brands can level up their mobile gaming marketing

Article • Haroon Qureshi, WARC Exclusive, Spotlight SEA, July 2021

Mindshare’s Haroon Qureshi shares his guide on what’s happening in the mobile gaming space and what marketers can do to achieve success in gaming marketing.

Staying ahead of the game: How brands can appeal to SEA mobile gamers

Article • Rishi Bedi, WARC Exclusive, Spotlight SEA, July 2021

Mobile gaming in Southeast Asia has experienced exponential growth since the start of the pandemic in early 2020 and InMobi’s Rishi Bedi explains how to do advertising right in mobile gaming.

Brand in action: How ONE Esports helps brands build authentic relationships in esports

Opinion • WARC, July 2021

The mobile gaming scene in Southeast Asia is growing exponentially, thanks in large part to the ongoing COVID-19 pandemic, and Singapore-headquartered ONE Esports, Asia’s largest championship esports series, has a front row seat in one of the most active gaming regions in the world. CEO Carlos Alimurung speaks to WARC about developing rapport with the region’s gamers and how brands should be enablers.

Out-of-home budgets see growth for first time since COVID-19

Data • Rob Clapp, WARC Data Points, July 2021

An overview of global marketing budgets by medium between January and June 2021.

Apple extends advertising lead following iOS 14.5

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Apple's share of advertising spend before and after iOS 14.5.

Data privacy is the main barrier to mobile marketing growth

Data • Rob Clapp, WARC Data Points, June 2021

An overview of barriers to mobile marketing's growth according to marketing professionals in EMEA.

State of the industry 2021: Mobile marketing in EMEA

Data • WARC Data, June 2021

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.

TV and OOH budget recovery accelerated in May

Data • Rob Clapp, WARC Data Points, June 2021

An overview of global marketing budgets by medium.

Apple adspend muted as Android grows since iOS 14.5

Data • Rob Clapp, WARC Data Points, June 2021

An overview of spend on advertising delivered via iOS and Android devices during Apple's push into data privacy and protection with iOS 14.5.

What we know about mobile marketing

Article • WARC Best Practice, April 2021

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.

CTV impressions up 81%, driven by telecom, auto and CPG

Data • Rob Clapp, WARC Data Points, April 2021

An overview of digital video impressions on mobile and connected TV devices by advertiser category.

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.

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.
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.
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.
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:
What we know about mobile marketing

Article • WARC Best Practice, April 2021

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.
Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.