The findings also reveal that integrating cinema into campaigns helps to deliver greater impacts on brand KPI performance compared to any other AV channel.
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The IPG Mediabrands agency takes over from Carat in Europe and Starcom in the US.
The work will focus on delivering above-the-line creative strategy and campaigns, with brand and product-led campaigns including DTRV and press.
Online advertising grew 11.5% to €22.2 billion between H1 2016 and H1 2017, according to a new report from IAB Europe and IHS Markit.
Publishers and agencies outline their plans for a more prosperous future in the face of unprecedented challenges and threats.
From focusing on business outcomes, to better use of data, and simplifying the buying process, Magnetic, GroupM, Rezonence and Newsworks discuss what publishers can do, as a joint force, to ensure a brighter future.
The Verified Marketplace will be a place to buy desktop and mobile outstream video inventory on the Guardian, The Telegraph, The Times, The Sunday Times and The Sun.
Ad consideration was 152% higher among readers with a close relationship to the publisher.
The results show that both static and full motion content delivered high levels of positive emotional response, but that full motion was 2.5 times more impactful.
The investment arm of WPP originally forecast growth of 4.1%, but on Wednesday (22 November) that figure was raised to 5%.