The Warc Blog

The Warc Blog

What tech really means
 
Posted by: Gareth Kay, Co-founder, Chapter
 
Gareth Kay

I'm writing this column during the annual marketing world decampment to CES. More headlines, as usual, about whether new technology X or Y will change the game for marketers; more nascent platforms trying their hardest to get a slice of the easy money they see brands offering. Every year, it reminds me of the fundamental misunderstanding we have of what technology actually means.

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Subjects: Marketing, Advertising, Digital

09 February 2016 16:13

Mad Men needn't be mad at social
 
Posted by: MEC
 
MEC

In this blog, MEC's Ed Kitchingman suggests that Social media hasn't set the ad industry back, nor is it a poor misguided cast-off. Brands that get it right, benefit from campaigns with greater reach, engagement and creativity

Ian Leslie wrote a much-praised piece last year in the Financial Times on 'How the Mad Men lost the plot'. the article critiqued the ad industry and its previous obsession with digital. It's a good read and makes some great points.

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Subjects: Digital, Advertising, Media

08 February 2016 10:10

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

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."

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Subjects: Digital, Data

26 January 2016 12:21

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.

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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'.

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Subjects: Advertising, Digital

15 January 2016 15:45

How social will affect the way brands do business in 2016
 
Posted by: Guest blog
 
Guest blog

This post is by Mobbie Nazir, Chief Strategy Officer, We Are Social

Predicting the future is a dream as old as history, from consulting the Oracle at Delphi in ancient Greece to the work of Nostradamus in Medieval France. This fascination has persisted into the modern day, which is littered with visions of the 21st century that never came true - but that doesn't stop people and organisations from trying to see what's around the next corner.

Today, we make forecasts all the time - from predicting traffic flows to the demand for turkeys at Christmas. Traditionally, these predictions have been based on what people have already done - but now with the wealth of real-time data available at our fingertips, we're starting to see models of prediction of how people are "about to act".

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Subjects: Digital, Brands, Media

04 January 2016 09:45

The rise of programmatic
 
Posted by: MEC
 
MEC

Programmatic is not a revolution, but a necessary evolution and will drive agencies, advertisers, and media owners to understand and develop new ways of collaboration.

This post is by Martin Beauchamp, MEC.

The rampant rise of programmatic would not have failed to grab your attention, the industry is buzzing with excitement around the opportunities it can deliver on. according to e-Marketer its growth is rampant and puts programmatic digital display ad spends in the UK at £1.80bn (66%) in 2015.

Simply put, programmatic is becoming the new normal and is something agencies, advertisers, and media owners must now strive to understand and develop new ways of collaboration.

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Subjects: Data, Digital

15 December 2015 11:12

Mobile programmatic: the advertiser's five-point checklist
 
Posted by: Guest blog
 
Guest blog

This post is by Chris Childs, Managing Director, UK, TabMo.

Smartphones have overtaken laptops as the most important device for connecting to the internet in the UK (Ofcom Communications Market Report 2015). To engage with their target audiences, advertisers are therefore looking to run mobile campaigns, with programmatic trading increasingly a key element.

But for campaigns to be as effective as possible, mobile advertisers need to be proactive. The following issues should be explored in detail when looking for a programmatic provider:

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Subjects: Digital, Advertising

10 December 2015 14:23

Is ad blocking good for the consumer?
 
Posted by: Brian Carruthers, News Editor, Warc
 
Brian Carruthers

The advertising industry "has made it a principle to abuse the consumer," declared Roi Carthy of Shine during a panel debate at the IAB's recent Video Conference. Shine, the Israeli start-up supplying ad-blocking software at a network level, is used to making waves, most recently by taking out a full page ad in the Financial Times to have a swipe at the Interactive Advertising Bureau. That – unblockable – ad showed the famous image of Muhammad Ali standing over a floored Sonny Liston with the line: "The @iab knew we could block. Now they know we can punch, too".

Carthy went on to claim that mobile advertising was more likely to maliciously affect users than malware. "This genie is not going back in the bottle," he said of ad blocking.

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Subjects: Advertising, Digital

07 December 2015 16:10

10 things you didn't know about cart abandonment
 
Posted by: Guest blog
 
Guest blog

For the past 5 years, SaleCycle has been tracking online cart abandonments – more than 1 billion of them in fact. Now that's a lot of data to sift through. They thought it was about time they shared what they've learned, so here are their top 10 headlines.

10 things about cart abandonment

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Subjects: Digital

04 December 2015 15:30

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