The Warc Blog

The Warc Blog

Connecting the connected in the 'internet of things'
 
Posted by: Guest blog
 
Guest blog

This post is by Jack Morgan, summer intern at Warc.

With the number of devices connected in the internet of things (IOT) expected to rise to between 26 billion (Gartner estimate) and 40.9 billion (ABI research estimate) by 2020 it is unclear exactly what the opportunities and threats are ahead. With this in mind Ogilvy decided to put together a series of speakers to discuss what the rise of the internet of things means for brands.

Better use of data

According to Liri Andersson, founder of this fluid world, we are currently using only 0.5% of the available data to understand human interaction with devices. With the rise in connected devices, the issue of quality information will be challenging.

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Subjects: Digital, Brands

18 September 2014 11:36

Apple and the case of the missing 'i'
 
Posted by: Antony Robinson, Director, Global Client Development, Warc
 
Antony Robinson

I'm a geek and I'm an Apple fanboi. So on Tuesday at 6pm UK time, I was busy refreshing my iPad Mini Safari browser to try and live stream (or at least read a live blog) of Apple's latest announcement from Cupertino.

For the best part of two hours my kids got little out of me as Tim Cook and his staff showed off the new iPhone 6/6 Plus (note to self must buy trousers with larger pockets next season), their new mobile payment system and the much anticipated new smart watch.

The tech is amazing, the software crazy, the way it was presented awesome as always. But to me what was more apparent was a slight change in brand position for the new products (this isn't just about me re-selling Apples products, I have a relevant point…).

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Subjects: Marketing, Digital

11 September 2014 10:01

Monetising data with the internet of things
 
Posted by: Market Research Society
 
Market Research Society

This post by Jane Bainbridge originally appeared on Research Live.

The internet of things (IoT) could open up the direct monetisation of data between individuals and brands according to Moeen Khawaja, partner of Umbrellium.

Speaking at today’s Market Research Society conference, Connected World, and introducing his company’s IoT search engine, thingful, Khawaja pointed to forecasts that within the next 15 years there will be between 10 and 26 connected objects per person.

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Subjects: Digital, Data

09 September 2014 15:15

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

Do your communications still look like matching luggage?
 
Posted by: Brand Learning
 
Brand Learning

I’m a fan of travelling in style, so the concept of ‘matching luggage’ appealed when marketers first responded to channel proliferation with a drive to integrate their communications by using the same look and feel. Of course fashions change, and as people learnt more about how digital channels worked, marketing evolved to integrating around an idea – so there was still a co-ordination of luggage, but it didn’t all have to be the same colour.

Today, as more brands are recognising that a meaningful customer experience is the key to delivering growth, communications must move on again. (NB ‘customer’ is used to define the brand’s target: consumer, customer, expert etc).

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Subjects: Marketing, Digital, Consumers

11 August 2014 15:05

Amazon's self service ad buying tool
 
Posted by: Mindshare
 
Mindshare

This article is part of the Mindshare Original Thinker Series.

Amazon has built a self-serve tool to allow advertisers to purchase ads directly from the company in real time.

The self-serve tool is for ads on Amazon owned sites and a network of third party sites served through Amazon's ad-serving platform. The tool has been in development since December 2011, although it has yet to run a campaign. According to Amazon it will gradually be extended to 'select agencies', though the exact timing has not been confirmed.

At first glance it looks like the self-serve tool could be beneficial to small advertisers with low spends that do not warrant dedicated sales teams. In the light of all the unknowns and lack of transparency into what data is shared, Mindshare recommends a wait and watch approach at this time as it eliminates the value of the agency/strategy work that we do to ensure maximum campaign success.

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Subjects: Digital, Advertising, Media

07 August 2014 14:52

Warc 100: Planning a Legendary Journey
 
Posted by: Joseph Clift, Digital Product Manager, Warc
 
Joseph Clift

We like to see our Warc 100 rankings – our list of the 100 smartest campaigns of the past year, measured by their performance in effectiveness and strategy awards – as a way for marketing companies to benchmark their performance against their peers. But we also want the individual campaign case studies to provide some inspiration for making better work. And one of the most striking campaign stories on the list this year is 'Legendary Journey', by Wieden + Kennedy Amsterdam for Heineken.

This work had huge scale: it was Heineken's first consistent global campaign across its 170 national markets. And, through a skillful combination of print and digital ads, it aimed to justify the beer brand's price premium to its target audience of younger men. When I spoke to him last month, Martin Weigel, Wieden's head of planning, gave the inside story of how this winning strategy was developed.

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Subjects: Digital, Advertising, Marketing

16 July 2014 14:09

How should we measure 'viewability' of digital video ads?
 
Posted by: Guest blog
 
Guest blog

This post is by Andy Mitchell, European MD at BrightRoll.

The digital video ad industry is awash with debate around viewability and measurement.

Traditionally, digital video advertising has been transacted based on models such as cost per engagement (CPE), cost per view (CPV) or cost per thousand (CPM). Understandably, most advertisers assume the ads they run are viewable by the audiences they are paying to reach. However, there is substantial evidence that this is not always the case.

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Subjects: Digital, Advertising

24 June 2014 10:19

Cannes Lions 2014: 3 top research learnings to boost digital engagement
 
Posted by: Joseph Clift, Digital Product Manager, Warc
 
Joseph Clift

In news that will come as no surprise to anyone who has attended an ad industry event in the last 20 years, one of the most-discussed topics at the 2014 Cannes Lions International Festival of Creativity is how agencies and clients should best respond to consumers' changing digital behaviours. A fresh take on the topic came in an event organised by our very own Admap magazine in Cannes yesterday afternoon – which showcased and discussed brand-new digital advertising research from Google, the tech giant, ad agency network Ogilvy & Mather and market research firm TNS.

The standout finding – that consumers are 1.5 times more likely to choose brands that engage them on their passions and interests than items that simply urge them to buy the product being advertised – makes sense. But the wide-ranging discussion of the issues raised held at Google Beach, just off the Croisette, teased out many more pertinent issues that serve as a salutary warning to brands that hope to thrive in the digital age.

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Subjects: Digital, Brands

17 June 2014 10:04

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