Article
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WARC Best Practice, February 2019
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.
Article
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Lewis Taffs, WARC Best Practice, September 2018
Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.
Article
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Andrew Lipsman, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 259-262
This article describes how Amazon will revolutionize advertising by offering video at scale with closed-loop measurement.
Article
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Sam Peña-Taylor, Event Reports, Cannes Lions, June 2019
AI has potential applications in warfare as well as advertising – and both require serious thinking about the ethics involved.
News
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30 August 2019
In the Australian market there has been rising interest in the potential of location data to enhance OOH executions, according to the marketing technology firm Blis.
Article
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Alex Brownsell, WARC Exclusive, August 2019
Looks at the power of Pinterest and how best to utilise the platform, which boasts 300 million users globally.
Article
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Alex Gevers, Pieter Mees, Cosima Serban, Roger Williams and Estelle Reale, Admap, September 2019
A best practice guide from IAB Europe to key online video formats and lengths, and how to prepare for and measure video campaigns.
Article
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Gabey Goh, WARC Exclusive, August 2019
Looks at how the OOH industry has been moving steadily towards digitalisation in Australia, and in what ways the transition has enabled marketing tech firm Blis to incorporate more robust measurement capabilities.
Opinion
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Alex Brownsell, August 2019
CNN International Commercial’s Rob Bradley and James Hunt explain the broadcaster’s ambitions for its CNN Reach consultancy, and why its latest sales deck doesn’t even mention the word ‘advertising’.
News
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16 August 2019
The UK addressable TV market is growing, with 40% of homes now addressable, and a new report from Sky AdSmart claims this channel delivers higher engagement and clear business results for advertisers.
News
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06 August 2019
Reddit co-founder and chief executive Steve Huffman has finally come round to accepting the idea of advertising on the platform, in part because of how he has seen brands like L’Oréal using it.
Article
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Alex Brownsell, Event Reports, Cannes Lions, June 2019
Reddit co-founder and CEO Steve Huffman outlines the social platform’s approach to advertising, data privacy and brand safety.
Article
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Geoffrey Precourt, Event Reports, MMA Impact, March 2019
Conagra, the consumer packaged goods (CPG) manufacturer, is leveraging “intent-based” media buying to help drive growth.
Article
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Dallas Lawrence, WARC Exclusive, July 2019
Investigates the wider streaming landscape to call out key insights and trends that will allow the industry to make the most of personalised advertising in an OTT world.
News
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15 July 2019
Facebook has updated its “Why am I seeing this ad?” tool to provide users with greater transparency and control over the ads they are shown as well as the reasons they are targeted.
Article
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Tim Elkington, WARC Exclusive, July 2019
Explores the practical steps that brands can take to optimise the attention levels their ads create.
Article
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WARC Best Practice, July 2019
Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.
Article
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Josie Tutty, Event Reports, Event Reports, Mumbrella360, June 2019
A new study from the Melbourne Business School (MBS) and Massachusetts Institute of Technology (MIT) revealed a barrage of inefficiencies around adtech, particularly when it comes to third-party audience targeting.
News
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05 July 2019
As the battle in Southeast Asia’s OTT heats up, Malaysia-based iflix has unveiled a suite of advanced targeting solutions aimed at delivering more effective brand messages to audiences.
Article
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Stephen Whiteside, Event Reports, ARF AUDIENCEXSCIENCE, April 2019
The Hershey Co., the candy manufacturer, is using a “real-time optimizer” the maximize the impact of its programmatic ads.
Article
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Alice K. Sylvester and Jim Spaeth, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 133-136
This article discusses the threat of weak data accuracy to targeting and advertising effectiveness in the United States.
News
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11 June 2019
Marketers need to achieve “quality scale” with their campaigns if they want to strike the right balance between wasteful mass messaging and targeting that becomes overly granular.
Article
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Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, April 2019
The New York Times Co., the media company, believes that contextual targeting represents a powerful resource for marketers.
News
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31 May 2019
Publishers receive only about 4% more revenue for an ad impression that has a cookie enabled than for one that does not, according to a new academic study into the effectiveness of behaviourally targeted advertising.
Article
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Oliver Deane, Admap, June 2019
Explores how digital audio advertising has evolved from a virtually non-existent industry to a mature and conditioned market, and identifies what is needed to drive the space forward.
