The Warc Blog

The Warc Blog

Saturation point: Desktop internet adspend to decline this year
Posted by: James McDonald, Research Analyst, Warc
James McDonald

UK advertising expenditure for desktop internet is estimated to have grown 2.6% year-on-year to £5.7bn in 2015, well behind the headline internet growth rate of 13.5%, according to the latest results from the AA/Warc UK Expenditure Report, released this week.

Further, on current trends, spend on desktop ads is forecast to begin demonstrating annual declines from the second half of this year, culminating in year-on-year growth of -0.1% for 2016 as a whole. Instead it will be the other two contributors to the gross total, mobile and tablet, which drive internet growth in the coming quarters.


Subjects: Advertising, Data

05 February 2016 09:48

Point of view: Trust and social media
Posted by: Edward Bell, CEO, FCB Greater China
Edward Bell

We just don't trust like we used to, it seems. According to a recent study, two-thirds of the world's countries fall into the 'distruster' category. A separate study from last year indicated that only 3% of Americans, British, Italians, Swedes, French and Italians say that 'business businesses are very honest'.


Subjects: Brands, Consumers

02 February 2016 10:01

When purpose becomes a problem
Posted by: Guest blog
Guest blog

This is a guest post by Wiemer Snijders, consultant on marketing, branding, and advertising effectiveness at The Commercial Works.

There is a new buzz phrase in the boardroom, and it is 'purposeful positioning'.

Purposeful positioning is a perfect example of how some people just can't resist the temptation to flog a dead horse, which in this case is the idea that people need to care about brands.


Subjects: Brands, Consumers

01 February 2016 10:11

Mythbuster: Attribution fraud
Posted by: Mythbuster, Les Binet and Sarah Carter, DDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like 'attribution fraud'.

Years ago, when the internet was young, a digital strategist held forth at a party. "The thing about digital marketing," he said "is we know everything about customers and precisely how they respond to our ads. Online everything is measurable."


Subjects: Digital, Data

26 January 2016 12:21

Should advertisers invest in ‘moment marketing’?
Posted by: Richard Shotton, Head of Insight, ZenithOptimedia
Richard Shotton

WARC and Deloitte Digital recently published six major marketing trends for 2016. The most interesting is moment marketing: the idea that brands need to identify the moments and contexts where messages resonate best. It’s an important trend as the rise in consumer data and digital targeting means it’s easier than ever to identify and then reach consumers at the ideal moment.

But what’s the evidence for the importance of moment marketing?


Subjects: Marketing, Consumers

25 January 2016 10:50

Consumer motivations in South East Asia's telecommunications sector
Posted by: Guest blog
Guest blog

This guest blog is by Nick Licence, Regional Strategy Planning Director at DentsuAegis / SenseAsia

Network capability, brand trust, price and convenient service are the factors defining consumer intent in the telecommunications product sector in South East Asia, new research reveals.


Subjects: Consumers, Media

21 January 2016 12:58

Why native advertising is at a crossroads
Posted by: Guest blog
Guest blog
This guest blog is written by Nick Brown, CEO of Avid Media

Native advertising has reached a crossroads. The rapid rise in its popularity over the last few years has brought us to the point at which we are at today; a ridiculously cluttered and confusing marketplace. Native is in a mess and it's no wonder marketers don't know its place or future.

I can't say I was wholly surprised by the findings of a recent survey from Trusted Media Brands Inc (TBMI), implying that fewer marketers plan on using native this year when compared to 2015 (45% versus 50%).


Subjects: Media, Brands, Advertising

19 January 2016 10:40

Why the market for page impressions is a ‘market for lemons’; and how we can create digital peaches
Posted by: Guest blog
Guest blog

This guest post is written by Ollie Henderson, Founder of engagement marketplace, Silence Media

As digital ad spend reached a record high in 2015, the cost of ad fraud also rose to an estimated $18.5 billion – accounting for 34% of overall digital expenditure. It’s hardly surprising, therefore, that ad fraud and viewability remain at the top of the agenda as the new year begins.


Subjects: Data, Media, Digital

18 January 2016 16:03

A collaborative process – are agencies and ad tech companies working together harmoniously?
Posted by: Guest blog
Guest blog
This guest post is by Marius Smyth, Managing Director EMEA, AdRoll

Ad tech has become integral to agencies' need to future proof, but agencies must continue to adapt their traditional models and fully embrace what technology has to offer, if they are to keep pace with client expectations, according to the buyers, managers, directors and business owners AdRoll surveyed for its report ‘Welcome to the Era of Mad Tech'.


Subjects: Advertising, Digital

15 January 2016 15:45

Point of View: Keep it small and simple
Posted by: Gareth Kay, Co-founder, Chapter
Gareth Kay

Over the Thanksgiving weekend, I took my daughter to visit the Computer History Museum, just around the corner from the Googleplex in Mountain View. It's a terrific museum that gives real context to the massive change we've seen in technology and our everyday lives over the past 50 years.

One of the highlights of the museum is the ability to learn about some of the 'forgotten' heroes of the computer age. One of these was Seymour Cray, the inventor of the CRAY-1, which between 1976 and 1982 was the fastest supercomputer in the world. It looked like the future then and, in many ways, still does now. Seymour was the archetype of the 'wacky inventor' who had a passion, among other things, for building underground tunnels in his home and had some ingenious ideas inspired by the most unusual things for how to make computers work faster.


Subjects: Advertising, Marketing

14 January 2016 13:02


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