Advertising best practice, evidence and insights

Article • 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.

How to develop an effective data-driven marketing strategy

Article • 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.

Why it pays to play by the rules of attention

Article • Tim Elkington, WARC Exclusive, July 2019

Explores the practical steps that brands can take to optimise the attention levels their ads create.

Why audience targeting could be a waste of marketing budget

Article • 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.

What we know about moment marketing

Article • 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.

How Hershey is blending online and offline data

Article • 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.

Precise targeting foiled by imprecise data: Why weak data accuracy and coverage threaten advertising effectiveness

Article • 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.

'Quality scale' is key for marketing campaigns

News • 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.

NY Times Co: AI offerings drive unprecedented audience insights

Article • 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.

Audio: Prospering in the ever-present medium – Admap summary deck

Article • Admap, June 2019

A summary of new thinking and best practice on audio from Admap.

Programmatic audio: Past, present and future

Article • 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.

Study questions the worth of behavioural ad targeting

News • 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.

IRI cautions against “micro-targeting” or too much of a good thing

Article • Geoffrey Precourt, Event Reports, ARF AUDIENCExSCIENCE, April 2019

Marketers need to make sure they do not sacrifice the scale needed by campaigns in favor of targeting consumers at too tight a level.

Godrej's HIT tackles dengue fever

News • 22 May 2019

HIT, the pest-repellent brand owned by Godrej, successfully unified a broad range of data sources to drive sales and help dengue fever sufferers across India.

How McDonald’s used app data to power digital OOH

Article • Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, May 2019

In Australia, McDonald’s leveraged data from its Monopoly app to optimise its digital advertising and drive footfall in stores.

Godrej and Mindshare: Finding a community to fight dengue fever

Article • Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, Winner - General Category, May 2019

Godrej’s HIT brand, a consumer insect repellent brand, worked with Mindshare in India to push its place in the combat against dengue fever, an insect-borne disease, by bringing together a community of donors.

TV networks step up work on addressable ads

News • 15 May 2019

The big US TV networks are launching addressable ad strategies in a bid to grab a share of the rapidly growing $2 billion market.

How CNN is tapping digital data

Article • Stephen Whiteside, Event Reports, SXSW Interactive, March 2019

CNN, the news brand, is tapping the power of digital data to help it make smarter choices and better serve its audience.

Ethical-by-design: Lessons from DuckDuckGo

Opinion • Dax the Duck, May 2019

The May issue of Admap looks at data ethics. DuckDuckGo, an internet search engine, uses keyword-based advertising as its primary business model.

Walmart extends its video advertising offer

News • 03 May 2019

Retail giant Walmart debuted at the NewFronts event in New York this week, announcing the roll-out of its Vudu Audience Extension video ad network this summer.

Navigating the CCPA: Anticipating the immediate impact and long-term pitfalls for the advertising industry

Article • Gerard M. Stegmaier and Mark Quist, Admap, May 2019

The California Consumer Privacy Act of 2018 (CCPA) will transform the legal compliance requirements for businesses that buy, sell, and use personal information throughout the global advertising ecosystem.

Data protection regulation in APAC: What it means for marketers

Article • Mark Parsons, Admap, May 2019

Looks at the significant move towards stronger data protection compliance by marketers and organisations in the APAC region, driven by evolving consumer expectations as to how their data will be used.

Axel Springer builds audience segments with machine learning

News • 19 April 2019

German publisher Axel Springer is using machine learning to fuse disparate data sources and create three-dimensional “maps” that cluster users around likely interest groups.

Broadcast standard enabling addressable ads on TV to roll out by 2020

News • 11 April 2019

A new broadcast standard, ATSC 3.0, or Next Gen TV, is reportedly on schedule to roll out across 40 US markets by 2020.

India's e-commerce battleground shifts to ecosystems

News • 09 April 2019

With rules limiting foreign direct investment and the use of discounting, India’s e-commerce battleground is shifting onto new territory, as the biggest players seek to build their own ecosystems incorporating everything from financial ...

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