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.
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.
This piece introduces a three-part series delving into the impact of digital channels on consumer decision-making in the region that's home to the world's fastest-growing e-commerce markets. [...]
Advertisers, their agencies and the whole marketing ecosystem are beginning to understand what the consumer wants rather than where they have been, thanks to AI – writes [...]
Here's what players in the APAC ecosystem need to know about first- and second-price auctions, the nuances of header bidding, changes in video advertising, and the impact [...]
Released in February 2017, IAB Singapore's first ever digital ad spend forecast for Southeast Asia, Hong Kong and Taiwan, predicts double-digit growth in 2017 as [...]