The Warc Blog

The Warc Blog

"Researchers should act like tour guides, helping clients navigate data"
 
Posted by: Market Research Society
 
Market Research Society

This post by Bronwen Morgan originally appeared on Research Live.

Exposing clients to the 'noise' of vast amounts of social media data can increase the demand for research expertise, says Jess Owens of FACE.

Speaking at the Market Research Society (MRS) Connected World conference as part of a panel discussing how to cut through the noise of social media data, Owens described how finding value in this data relies on narrowing down broad topics to smaller questions, and analysing these qualitatively. It is also vital, Owens says, to look to prove negative hypotheses, as well as seek proof as to whether learnings can be applied to other brands, in order to achieve intellectual rigour.

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Subjects: Marketing

27 August 2014 17:21

Programmatic for B2B advertisers: 5 tips for success
 
Posted by: Guest blog
 
Guest blog

This post is by Will Bradley, a planner at Maxus for Business.

Whilst the growth in programmatic buying is revolutionising the way B2C clients run campaigns, with benefits including greater efficiency, broader reach, and stronger insights through high volumes of data, the B2B sector is trailing in its wake. We've learnt from speaking to our B2B clients that the major concern with investing in programmatic buying begins and ends with brand safety. Compared to the B2C space, B2B advertisers are generally more cautious in their approach to advertising, and therefore at odds with the automated, far-reaching approach of programmatic buying.

With this in mind, Maxus for Business has compiled 5 top tips for B2B advertisers taking that first step into the future:

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Subjects: Digital, Advertising

26 August 2014 17:14

Senses and the internet: Do you smell something?
 
Posted by: Market Research Society
 
Market Research Society

This post by Bronwen Morgan originally appeared on Research Live.

The internet is currently based around audio and visual interactions, but may soon extend to all five senses, says Professor Adrian David Cheok in his session at the MRS Connected World conference.

Professor Cheok, who specialises in pervasive computing at City University and is the founder and director of the Mixed Reality Lab in Singapore, described in his session on connecting through sensation how non-verbal communication makes up more than half of all communication. This, Cheok says, illustrates the importance of the idea that we are due to move to the next stage of the internet: "from information communication to experience communication."

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Subjects: Digital, Marketing

22 August 2014 15:09

Eight ways to use events to boost your brand
 
Posted by: Emily Barley, Editorial Assistant, Warc
 
Emily Barley

Events have long been used by brands to build awareness, attract new customers and display their values. These eight brands give a range of examples of how existing events can be used and new ones created to connect with audiences.

If you'd like to read more about using events in marketing check out the experiential topic page, or see the Warc Index on event marketing and event sponsorship.

Stunts

Showing just what you can do
Toyota: Tundra Endeavour

Toyota had a strong reputation for building quality cars, but faced scepticism about the quality and durability of its trucks amongst its key target market: people who relied on their trucks for work. So it found a way to show the Tundra's real power: towing the Space Shuttle Endeavour to its new home.

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Subjects: Marketing, Advertising

21 August 2014 11:55

Research heroes: Graeme Trayner
 
Posted by: Market Research Society
 
Market Research Society

Graeme Trayner began his career as an intern for Greenberg Quinlan Rosner and is now a Vice President of the company, running their New York office and international corporate practice. In between, he has worked for a number of other companies, including a stint as a Partner in the London office of Brunswick Group where he set up its global opinion research practice. He also worked closely with consumer research pioneer Wendy Gordon and British Labour Party pollsters Philip Gould and Deborah Mattinson. Graeme writes and speaks frequently on the convergence of business and politics, and social psychology and corporate reputation. His paper on rethinking reputation research was Highly Commended at the 2012 MRS Annual Conference and in 2014 he won the Best Conference Chair Award. He is a past AQR Board Member and a certified member of MRS.

I wish someone had told me at the beginning of my career that it's a marathon, not a sprint. Looking back, I was in too much of a rush, and you need time and experience to turn into a fully rounded advisor. Also, to make sure you don't burn the candle at both ends – it's not good for anyone!

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Subjects: Data

20 August 2014 10:55

The World Cup vs. Wimbledon
 
Posted by: MEC
 
MEC

Using Media Z Anna Breslauer, MEC, examined the audience perceptions of the two iconic sporting events and how these affect brand partnerships.

Every four summers, a global audience is treated to a spectacular international football event. The World Cup is highly anticipated by the public for months leading up to its commencement, and for brands, even years. Another favourite each year, particularly in the UK, are the Wimbledon Championships – valued by partner brands but in a contrasting and understated way. This summer we witnessed the World Cup and Wimbledon simultaneously allowing for comparison of the distinctive approaches to advertising and sponsorship. With 20.5 million viewers watching the World Cup final and 10 million watching the Wimbledon final in the UK, (BBC, Wimbledon,) these properties are highly sought-after for sponsorship, and for the World Cup, prime television spots on ITV.

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Subjects: Brands, Consumers

19 August 2014 17:26

Content marketing spend supports growth of UK magazines
 
Posted by: Guest blog
 
Guest blog

This post is by Clare Hill from the Content Marketing Association.

The most recent ABC results are another testament to the crucial role of magazines as a medium within the content marketing discipline. As content marketing budgets increase and the importance of the value exchange between brands and consumers grows, it's an opportunity to celebrate the success of print titles in engaging millions of readers on behalf of brands.

The top three in the UK's top 100 magazines are titles from content marketing budgets – ASDA, Tesco & Morrison's – and they reach a whopping 5.2million people each month. Five out of the top 10 titles, equating to 61% of sales, are from the same budget line, while eight out of the top 15 titles also sit in the branded content category – that's a circulation figure of eight million.

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Subjects: Marketing, Media

18 August 2014 13:53

This Year Next Year UK forecast 2014
 
Posted by: MEC
 
MEC

In this post by Adam Smith, Futures Director at GroupM, he predicts stately, rather than sensational, progress as the UK economy is recovers and investment still has lost ground to make up.

Media growth for 2013 emerged 8% up, slightly ahead of our forecast which already had plenty of topspin. We know how this happened – another big digital year, and print having a slightly less lurid one – but why is harder to put a finger on.

The Guardian's Aditya Chakrabortty put it well: 'The country is richer, but its people are poorer. This now counts as a recovery.' Real Q2 GDP is likely to exceed its Q2 2008 all-time peak, but per capita it is still 7% below: in terms of spending power, the typical household is stuck in 2005.

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Subjects: Data, Media

15 August 2014 12:35

Top of the (soda) Pops: Coca-Cola is most-consumed brand
 
Posted by: James McDonald, Research Analyst, Warc
 
James McDonald

Last month we published Top 10 Brands datasets from Kantar Media's global TGI panels on warc.com. The TGI data provide a look at the most-consumed brands in 61 markets across four regions (Europe, the Americas, Asia Pacific and MEA), dating back to 2011. The datasets also show the number of consumers of each brand, and how that total relates to the population. With this, we're able to gain some interesting insight.

Coca-Cola is the most consumed brand, appearing in the top 10 in no less than 34 of our markets (57.6%) across all four regions. The soft drink giant had 70.7m consumers in China alone (48% of the population). However, this placed it only 8th in the country's rankings, where Danone was top with 109 million users. Coca-Cola was the favourite brand in four markets in 2013, including Hong Kong, where it was consumed by 77% of the population (3.9 million users), and Mexico, used by 72% (or 25.8 million).

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Subjects: Data, Brands

14 August 2014 10:12

New on Warc: Three insights into creative effectiveness
 
Posted by: James Aitchison, Director, Warc
 
James Aitchison

The latest content on Warc includes analysis of the Cannes Creative Effectiveness Lions, new additions and updates to our media best practice papers and a range of reports from conferences around the world.

Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.

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Subjects: Advertising, Media

13 August 2014 09:10

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