Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.
Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.
The viewability of TV ads is being questioned, as new research suggests that one-in-three ads on TV are not watched by anyone and there is a growing demand from TV industry executives for common standards for ad viewability across TV and video.
Nick Morley, WARC Exclusive, October 2018
Explores how the clean up of digital advertising is likely to unfold as we approach the end of 2018, following the industry’s brand safety scandals, changing viewability demands, and ad fraud developments.
GLOBAL: Advertisers and publishers focused on digital reach and audiences are paying a potentially expensive price by neglecting context and the attention and sales conversions that it can bring, an industry figure has argued.
BALI: With KPIs such as ad viewability and on-target percentages at stake, marketers should “go back to basics” and tackle the problems of ad blocking and invalid traffic that have been plaguing the industry, according to a senior ...
Mike Follett, Admap, June 2018, pp. 30-32
Reveals the strong correlation between ads that achieve a minimum attention threshold and sales conversions and expands on how size of ad, type of website and user experience all have a part to play in the impact on attention to advertising.
IAB Europe Research Awards, Brand Advertising Effectiveness, Highly Commended, 2018
Inskin Media, an advertising technology company, launched a campaign in the UK to highlight (potential) implications of detaching measurement from objectives, and investigate the relationship between viewability, visual engagement and effectiveness.
GLOBAL: Some of the world’s biggest advertisers, including Procter & Gamble and Unilever, have joined forces with the World Federation of Advertisers (WFA) to design a new framework to help the industry improve digital advertising.
Dan Calladine, WARC Exclusive, December 2018
Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.
Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.