Many European brands, and an increasing number of US companies, run TV ad campaigns across multiple countries in Europe and now they can access the results from a new study that identifies key performance trends in 12 markets.
The slow death of the third-party cookie means that contextual targeting will become increasingly important – and marketers should use the insights they generate from current cookie data to inform their future contextual strategies, an industry ...
Covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.
Caroline Lancelot Miltgen, Anne-Sophie Cases, and Cristel Antonia Russell, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 414-432
Social-networking sites, such as Facebook, are an important and fast-growing advertising channel. Because access to social-networking sites may happen through different devices, it is important to identify whether the drivers and mitigating factors affecting responses to social-networking-site advertising differ between consumers who access Facebook primarily on PCs versus on mobile phones.
Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid
Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.
Welcome back to WARC!
We’ve made some exciting changes since your last visit, bringing you:
Latest category insights straight to your homepage