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 ...