Should influencers be given the creative freedom to create content? Episode 2 uncovers much control brands should exercise over their influencers.
Influencer marketing: yay or nay? We hear from brand marketers and influencers on what they think when it comes to paying the right price, measurement, content control and more.
Frameworks provide a structured approach to Content Marketing. We asked a panel of experts from our Content Committee which frameworks they swear by across topics such as Audience, Strategy, Creativity, Distribution and Measurement and collated them all for you here.
Do we truly know the true value of our ads? In the face of increasing complexity in today's digital world, marketers often fall back onto last click attribution models. The good news is that there are superior ways to understand the true value and effectiveness of ads to ensure that credit is given when it is due and ensuring a sound media strategy.
IAB SEA+India's Analytics Committee outlines some of the more common roles you will find in today’s Data & Analytics team and the special traits and skills you should be looking out for when building out your team.
Content Marketing isn't a new concept, but certainly a lot has changed with the increased availability of broadband and internet, growing smartphone penetration and decreasing technology costs. According to Zenith’s Media Consumption Forecasts 2018, an average person would spend up to 8 hours per day listening to, watching, reading and generally interacting with media. Here are 5 trends affecting where, when and how content is consumed.
Games account for approximately one in every four app downloads, and 76% of global App revenues across all categories. Designed to retain attention, establish direct relationships with users and create a social experience, marketers are not giving the proper acknowledgement to this new medium within their media strategies.
With growth driven by increased connectivity, growing middle class and willingness to pay for quality content, improved platforms and content, the race to enter the OTT space is on. With the arrival of international players and growing local providers, is there enough demand to support these services? How do marketers leverage on this as a strategic opportunity and what should we do as an industry to prepare for this shift?
While Over-the-top (OTT) is comparatively nascent in the region, adoption and proliferation is gaining momentum and importance in Asia, with the highest subscription growth rate globally at 35% in 2018. IAB SEA+India's Programmatic Committee discuss OTT growth, trends and its importance to the region in part 1 of a two-part series.
Location data sources, use cases, planning and attribution - IAB SEA+India's Programmatic Committee shares everything you need to know about making location data work for your campaigns.