The Warc Blog

The Warc Blog

Circulation to certification - more than a name change
Posted by: Guest blog
Guest blog

This post is by Jerry Wright, secretary, and Pedro Silva, president, of IFABC.

The decision we have made to replace the 'circulation' in our name to 'certification', after over 50 years, is not just a trivial one and a bid to keep our well-known acronym the same, though that factor is not to be ignored. Our name change is more than that, but reflects the evolution of media business models worldwide and more appropriately points to an increasingly digital future.

The old institution of the ABCs – Audit Bureaux of Circulation – which the media industry has come to know, love and maybe even fear a little, was no longer fit for purpose. The term 'circulation' has become archaic and synonymous with our print-bound past. It simply does not reflect how the explosion of digital media consumption worldwide has irrevocably shifted or the way that publishers have recognised they must not just engage, but, so much more crucially amidst ongoing economic pressure, make money from new channels.


Subjects: Media, Digital

24 November 2015 15:50

Will the industry see red over YouTube's latest offering?
Posted by: Guest blog
Guest blog

This post is by Andreas Goeldi, Chief Technology Officer of Pixability.

Last week saw the introduction of YouTube Red, a $9.99 monthly subscription service that allows users to watch videos offline, play videos in the background, access exclusive content from YouTube's most prolific creators, and - perhaps most importantly - watch videos without interruptions from advertisements.

YouTube Red's concept of premium content that's only available to paying subscribers emulates the model pioneered by Vessel and other start-ups. This additional layer of exclusivity is clearly a defensive move on YouTube's part to reward its top creators, and prevent them from migrating to other platforms. Facebook's rumoured plans to court top creators will have certainly influenced the decision.


Subjects: Digital, Advertising

18 November 2015 09:19

Optimise toward 'golden impressions' to put trust back into digital advertising
Posted by: Guest blog
Guest blog

This post is by Duncan Trigg, comScore VP of Advertising Effectiveness, and was originally published on the comScore blog.

The issues of viewability, brand safety and invalid traffic, particularly non-human traffic, have increasingly given rise to negative connotations for our industry. These combined have slowly dripped away at the underlying faith in the digital ecosystem. It's been a bitter pill for the industry to swallow – that many of the advances in reducing waste and increasing efficiencies, particularly those that have come with advances in programmatic trading, have brought with them an unwanted side effect in the creation of an environment where nefarious activities can hide; often overshadowing the positive benefits that programmatic trading has brought to our industry.


Subjects: Digital

04 November 2015 16:51

Q&A interview with Meraj Qazi, The Wall Street Journal
Posted by: Guest blog
Guest blog

Meraj Qazi will be hosting the Financial Services Marketing Forum in Hong Kong. He joined the organisers for a Q&A around some of the key topics and sessions of the day.

Our opening session looks at key financial trends and growth areas in Asia. Where do you feel the biggest changes will be coming from?

"Mobile technology. The adoption of mobile phones is both strengthening and disrupting financial institutions in Asia. In emerging markets, it's drawing in new customers as mobile banking and micro-lending become increasingly accessible to underprivileged populations. In more developed countries, it's disrupting traditional models as tech companies like Tencent, Baidu, and Alibaba gain adoption for their payments, loans, and investment services. In short, mobile technology is creating a big change in the way everyday people manage their finances and I can see this leading to a lot of innovation and regulation over the coming years."


Subjects: Digital

04 November 2015 10:20

eCommerce wars
Posted by: Edward Bell, CEO, FCB Greater China
Edward Bell

Last month, China eCommerce giant Alibaba announced that it will invest US$4.5 billion in bricks-and-mortar retail Goliath Suning. Although this seems like a bold offensive, when we see this in the context of the maturing China eCommerce scene, we can see that Alibaba really had no choice.

It's fair to say that all anyone wants to talk about in China these days – in marketing circles – is eCommerce. The explosive growth, the emergence of 'Singles' Day' as the 'one hyper buying day to rule them all' and the huge IPO of Alibaba have propelled China eCommerce into something of a celebrity topic. But the honeypot attracts the bears. And we now have massive China-sized bears all frantically clawing at the continually evolving eCommerce culture. Now they are forming e-alliances and are e-ttacking each other.


Subjects: Digital

03 November 2015 10:45

Charting a path though the viewability maze
Posted by: Guest blog
Guest blog

This post is by Dominic Finney, MD at FaR Partners (a Theorem Digital company), who looks at why viewability has become such a contentious issue in the marketplace and why further development of standards and greater consistency of measurement across vendors is vital.

Marketers are spending more on digital advertising than ever before, with the global digital ad spend expected to hit $171 billion this year, yet there are growing concerns amongst the media industry that viewability standards and consistency across measurement tools are not sufficient to accurately monitor whether consumers have viewed adverts, which will ultimately put trust on the line.

The topic of viewability metrics is dividing the industry. Google has just announced changes to its display ad network that will ensure advertisers only pay for ads that are 100% viewable. Some have seen this as its first step to combat ad blockers, whilst others see it as the giant pushing for a more credible measurement. Google, however, hasn't mentioned ad blockers or defined what 100% viewable means.


Subjects: Digital, Media

27 October 2015 10:03

Virtual Private Networks and the missing millions
Posted by: MEC

Fast-growing markets, such as China and Indonesia, dominate VPN usage. However, flying under the measurement radar could lead them to suffer from a lack of investment in digital.

This post is by Emily Sanne, MEC.

Despite being considered one of the most measurable channels, the realities of accurately analysing, quantifying, measuring and tracking users of the internet through passive techniques is being impacted by swathes of internet users becoming invisible.

Part of the problem is the growth in VPN usage. VPNs allow the user to bypass traditional connections and tracking methods to use the internet from a remotely located server. In essence, it allows the user to enter the internet via a secret back entrance rather than the more traditional front door option. Although this doesn't sound like something the everyday internet user would utilise, research from Global Web Index identified 380 million users globally now access the internet via VPN, contradicting the generally held view that VPN users are a niche crowd of tech geeks.


Subjects: Digital

25 October 2015 10:45

So we've made a few changes…
Posted by: David Tiltman, Head of Content, Warc
David Tiltman

Over the past few months, we have been working behind the scenes to update and upgrade Warc's site structure. Our goal has been to make our content easier for you, our users, to find.

Today we've launched the first phase of these changes, so you should notice a few differences as you navigate around the site.

If any pages don't look quite right, press CTRL and F5, together. This will clear any old styling that might still be in place on your device.

The focus of today's changes is the Warc Index. You may not have noticed the Index – it's been a little hidden away. But it's central to the way we organise the knowledge on Warc. All the content we publish is tagged against a huge index of terms, and this helps us help you find what you need.


Subjects: Digital

25 October 2015 10:05

A new way to make ads
Posted by: Darika Ahrens LDN Stock
Darika Ahrens

If you look online for the term 'MailKimp', you'll be let in on one of the web's current in-jokes. The word is a mispronunciation of the email marketing company MailChimp. It cropped up in one of the ads in the smash hit podcast Serial last year.

The first season of the Serial podcast investigates the story of an old murder. It's told through a mixture of interviews and commentary. So when the show's producer, Dana Chivvis, made the MailChimp ad for the show, she created it in their interview style. It was when approaching people on the streets of New York to talk about MailChimp that comedy gold was born. One interviewee didn't know how to pronounce chimp and flubs it as "Kimp? Keemp? Qimp?" It was one of those random moments in internet culture that has gone viral. Spawning memes, parodies and articles (like this one). And it almost didn't happen.


Subjects: Digital, Marketing, Media

13 October 2015 10:08

Asian marketers need to be mobile first
Posted by: Guest blog
Guest blog

This post is by Reynold D'Silva, ‎group head, FMCG / CPG, Tech, Telco, Auto, Media / Entertainment at Facebook Singapore.

With the appearance of separate pedestrian lanes for people who walk looking down at their mobile screens, we know we are truly in the age of the mobile-first generation in Asia.

By 2020, 80% of consumers in Asia will own mobile phones, the majority of which will be smartphones. All these devices can and will be connected to the internet and for the majority of people they will be the main channel of internet access and digital media consumption.

Mobile-first consumers already spend from 37% to 90% more time on their mobile screens than they do watching TV screens. But with this increase in time spent comes a reduction in attention spans and a desire for instant gratification.


Subjects: Digital, Marketing, Consumers

01 October 2015 10:56


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