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News

SINGAPORE: Chinese consumers are generally far more accepting of online advertising compared to other markets – in fact, being targeted with ads can be seen as indicative of their status, especially for luxury products.

Article

A review of the implications of GDPR that are most pertinent to advertising practitioners, based on the advice and thinking covered on the World Media Group's 'Everything You need to Know about GDPR' breakfast briefing.

Opinion

The problem with endless over-optimisation is that practitioners look at advertising through the lens of a spreadsheet which, argues Faris Yakob, loses the humanity in the craft.

News

NEW YORK: Marc Pritchard, Chief Brand Officer at Procter & Gamble, says there has been “very strong” progress on cleaning up the digital ecosystem this year, but more work needs to be done on brand safety in 2018.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

News

LONDON: Machine learning is becoming increasingly important to sift through huge volumes of data, but humans will still be required to answer the nuanced questions that arise from the inevitable gaps in the data, according to a leading planner.

Article

Marc Pritchard, Chief Brand Officer for Procter & Gamble, reveals his thoughts on the future of digital advertising, the need for new agency models and his priorities for 2018.

Article

The fragmentation of the purchase journey has made the buying process a lot more difficult to interpret and consumers a lot harder to reach.

Article

The digital economy has created an explosion of data and this proliferation of data points contains pathways and signals that can be connected to individuals.

Article

The financial turmoil of the past decade, increased life expectancy and cultural shifts have changed the attitudes to brands and relative spending behaviours of different consumer segments.

Research Paper

Shares how big data and technology created PEZ (Prevention and Eradication of Zika) to help provide information on the risk of the Zika virus in Brazil.

Article

Audience segmentation is often split between the large, average audience often associated with 'traditional' planning vs a hyper-granular 'audience of one' created from a plethora of digital data sources.

Article

Strong consumer profiles build strong audiences and while there are more technology solutions than ever, they are cookie-based, so can only offer a snapshot of what consumers browse over a short period of time.

Article

Personally identifiable information, or PII, data can be a mobile number or email address that unlocks rich consumer information and is set to overhaul tenets of audience definition in the future.

Article

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand growth strategies.

News

SAN FRANCISCO/LONDON: Within a couple of years almost all mobile digital display ads will be purchased programmatically, but few marketers have a real understanding of the technology and the key factors involved.

Article

Coty, the cosmetics company, is seeking to strike the right balance between branded apps and third-party interactive platforms in order to best serve consumers.

Article

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

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Article

Outlines six key techniques for measuring and improving social media campaigns to prove their value and secure buy-in from the C-Suite, using a campaign from global cinema brand National Amusements for the launch of a children’s movie.

Opinion

The Association of National Advertisers’ annual Masters of Marketing conference painted a depressing picture, says Gareth Kay, with driving greater efficiency being lauded over the creation of valuable brands and end-to-end brand experiences.

News

COPENHAGEN: Small moves towards personalisation based on big groups of consumers rather than audiences of one have proved highly effective for UK fashion retailer Topman.

Article

The term 'personalisation' covers a wide range of possibilities and fashion brands are exploring everything from how to deliver advice online to new segmentation approaches.

News

SAN FRANCISCO: Twitter has announced that it will add labels to electioneering ads and launch a “Transparency Center” offering visibility on all advertising on the platform as well as submitting to an MRC audit.

Article

Physical retail is under pressure from online shopping and only the best will survive according to the CEO of Hudson's Bay Company.