GLOBAL: Many brands continue to see digital as primarily a response-led medium, but digital channels, when used well, can play a fundamental and complementary role in brand building, an industry figure maintains.
SINGAPORE: The English Premier League may be the most popular overseas football league in Asia, but Bundesliga, its German counterpart, intends to compete by growing its brand through the use of data and digital engagement.
ASIA-PACIFIC: The fashion industry continues to diversify into digital and away from its long relationship with traditional media such as glossy magazines, with social media influencers emerging as a “natural destination” for fashion ...
SINGAPORE: Marketers in Asia-Pacific will outspend their international counterparts in digital channels this year, with an estimated 45% of all adspend going into digital compared to an average 40% in other markets.
SYDNEY: Australian online advertising expenditure hit A$7.9bn in 2017 with classifieds emerging as the fastest-growing format as the rate of growth slowed in the traditional engines of display and search.
HONG KONG: Online advertising, including interactive and mobile, accounted for 55% of advertising budgets in Hong Kong last year, according to a new survey which suggests online channels will continue to drive adspend growth in 2018.
Provides insights into the current state of talent and skill sets in the US by looking at key success metrics for digital media sellers, current training and development practices and the impact of professional training and development.
LAS VEGAS: Bank of America, the financial services giant, is placing greater emphasis on “scaled engagement”, as well as reducing its spend on “walled gardens”, as it seeks to find the most effective way to engage consumers.
MIAMI/RIO DE JANEIRO: Procter & Gamble, the consumer packaged goods manufacturer, is drawing on a mix of “teamwork”, “transparency” and “common standards” as it seeks to deliver effective digital marketing in ...
With the Marc-Pritchard-inspired clean-up of digital marketing under way, we are entering a period of transition that will have a lasting impact on the future of our industry, says Julia Connaughton, Head of Digital, the7stars.
NEW YORK: Transparency in the digital advertising industry will continue to be a major issue in 2018, but participants are optimistic that progress is being made and that blockchain technology may add a new element.
BEST OF 2017: The reliability of digital metrics and brand safety were much in the news in 2017, which began with Procter & Gamble CMO Marc Pritchard issuing an ultimatum to publishers and agencies – and continued with brands reacting to ...
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.