A wrap up from the recent IAB UK Gaming Digital Upfronts 2024 event in London. Gaming ads viewability exceeds benchmarks in online video and social media, thanks to highly engaged gaming audiences, ...

Why is this work relevant for Creative Effectiveness? It costs millions to be a World Cup sponsor, so what do you do if you're that well-known brand, Heinz, but with a limited budget? You Heinzjack it ...

This paper illustrates how brands can achieve positive business effects from focusing on relevance and provides a framework for creating content and ads that are culturally and personally relevant to ...

The Marketer's Toolkit identifies five trends that will disrupt existing global marketing practices and offers insights to help turn these disruptive areas into opportunities for growth.

Sprite, a carbonated beverage brand, offered upset fans free Sprite whenever a yellow card was issued during the World Cup for its 'Heat Happens, Stay Cool' campaign to deepen its cultural relevance, ...

Novartis' Entresto is a drug approved for the treatment of heart failure with reduced ejection fraction. Entresto has the potential to gradually reverse the damage to the heart's structure and ...

Global linear TV ad spend will grow 1.9% this year to $153bn. Connected TV ad spend is forecast to rise 19.6% in 2024, and will account for two-thirds of all growth in the video ad market (combining ...

For marketers, attention is becoming an increasingly important component of marketing effectiveness, with real-world applications that weren’t as easily actionable even several years ago. Within that, ...

The latest AA/WARC survey data shows that UK ad spend rose 13.5% during the first half of 2024, to a total of £19.6bn. As with the first quarter, the largest online formats – namely search (+12.7%) ...

Something remarkable happened in the ad industry over the past decade. As the concept of a supposedly dwindling attention span embedded itself into the consciousness of every marketer, everyone ...

Examines the current state of commerce media, profiles noteworthy first movers, and looks at the headwinds facing fledgling commerce media owners. Commerce media has the potential to unlock consumer ...

Adopt Your Allergies put a scientific study to the proof in the form of not one but two brand-led experiences targeting allergic people. First came a press release conference, where we invited ...