The Warc Blog

The Warc Blog

Advertising Planning School on the Web 2016: The task
 
Posted by: Advertising [Planning] School On The Web
 
Advertising [Planning] School On The Web

Warc has again teamed up with the APSOTW – the Advertising Planning School On The Web.

This excellent initiative, run by a team of senior planners from across the world, poses challenges for up-and-coming planners and marketers. It's a chance to show off your ideas in front of a seriously, seriously senior line-up of judges.

We're lending a hand by carrying and promoting their challenges here on the Warc Blog and hopefully highlighting some of the ideas that come out of them.

You can view the previous challenges we helped out with here, and read an introduction to this latest challenge here.

Now, over to Andrew Hovells of PHD Manchester for details of the new assignment…


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Subjects: Marketing, Media, Brands

03 May 2016 16:01

National newsbrand ad revenue: context is key
 
Posted by: James McDonald, Research Analyst, Warc
 
James McDonald

Advertising revenues for the UK’s national newsbrands fell 11% to £1.2bn in 2015, £150m lower than a year earlier owing entirely to losses in print business, according to the latest results from the AA/Warc UK Expenditure Report, released this week.

A 2.5% rise in digital adspend (to £220m) could not offset the fall for print (down 13.4% to £1bn) last year, the report finds. However, we expect the overall rate of decline to slow to -5.9% in 2016 and -3.4% in 2017, stymied by an average growth rate of 7.7% in digital adspend and softer falls for print over the forecast period.

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Subjects: Data, Media

29 April 2016 11:55

2015: A stellar year for UK media owners
 
Posted by: James McDonald, Research Analyst, Warc
 
James McDonald

UK advertising expenditure grew at its strongest rate since 2010 last year, with total adspend of £20.1bn marking a 7.5% rise from 2014, according to the latest results from the AA/Warc UK Expenditure Report, released this week.

When comparing this to Warc's international database, we see that of the top ten advertising markets by dollar value, the UK's growth was the second-fastest last year, behind only China.

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Subjects: Data, Media

28 April 2016 10:17

How this year's Warc winners can raise the bar for social marketing
 
Posted by: Guest blog
 
Guest blog

This guest post is from Mobbie Nazir, Chief Strategy Officer at We Are Social

This year I have the pleasure of once again judging the Warc Prize for Social Strategy, the Prize designed to recognise work from all over the world that uses social ideas to drive business results. Last year's brilliant, diverse winners proved just how much social marketing has evolved. In fact the work was so diverse it was difficult to distinguish a clear set of "best practice principles" - which is partly because the category is moving so fast but also partly because social has the power to impact so many different aspects of a brand's business. From marketing to product and service innovation to customer service.

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Subjects: Digital, Marketing, Media

25 April 2016 12:27

DOOH's "virtuous cycle"
 
Posted by: Stephen Whiteside, Reports Editor, Warc
 
Stephen Whiteside

Digital out-of-home (DOOH) is set to benefit from a "virtuous cycle" as new technologies and capabilities connect screens and locations with smartphones, beacons and even virtual reality, according to a recent report from the IAB.

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Subjects: Digital, Media, Advertising

20 April 2016 11:27

The curse of knowledge
 
Posted by: Richard Shotton, Head of Insight, ZenithOptimedia
 
Richard Shotton

Think of a song. A simple, well known tune. Now tap out the rhythm on your desk and ask a colleague to guess the name. Easy, right?

Well, an experiment from Elizabeth Newton, a psychologist at Stanford, suggests not. She split participants into two groups: 'tappers' and 'listeners'. The first group chose a song and then, without revealing its name, they tapped out the rhythm for the listeners to guess. The tappers estimated the probability of the song being recognised at 50%. They were wildly wrong. Of the 120 songs in the experiment only 2.5% were identified correctly.

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Subjects: Marketing, Consumers, Media

19 April 2016 12:28

Themes from Facebook's F8 Conference: Bigger than bots
 
Posted by: Guest blog
 
Guest blog

By Matthew Payne, head of creative technology, We Are Social

Mark Zuckerberg opened this week's Facebook F8 with a clear dig at Donald Trump and his anti-immigration stance. His message set the tone for the event - it was one of opening up and connecting the world, not of blocking expression - "instead of building walls we can help build bridges". The Facebook CEO's view is that we're one global community and we're all better off for it. There was a lot to get excited about at F8 - 360 VR cameras, Chatbot engines, Sponsored messaging ads, developer kits, more. But here are the themes and developments that stood out for me this year.

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Subjects: Media, Digital

15 April 2016 15:42

Three big themes (and four helpful tips) from SXSW
 
Posted by: Joseph Clift, Product Manager, Warc
 
Joseph Clift

SXSW Interactive is one of marketing and tech's biggest trade shows, with over 30,000 attendees.(Warc was there this year too, and you can read our reporting from the event here.) But, of course, not everybody who wants to go, gets to go. Luckily, the Global Academy of Digital Marketing (GADM) and Karmarama, the creative agency, was on hand with a London-based event of its own, SXSW Hangover, that was held in London last week and recapped some of the festival's big themes.

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Subjects: Advertising, Digital, Media

01 April 2016 16:22

All that is solid melts into thin air
 
Posted by: Richard Shotton, Head of Insight, ZenithOptimedia
 
Richard Shotton

Although more than a hundred years ago, the summer of 1914 has many similarities with now. In particular, it was a time of rapid technological change. The wireless telegraph, invented in 1896, had transformed communications - messages that once took days to convey could be transmitted instantaneously.

But that speed had a cost.

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Subjects: Data, Media, Marketing

23 March 2016 12:59

The Outlook: the future of OOH
 
Posted by: Guest blog
 
Guest blog

This is a guest blog post by Nick Mawditt, Director of Insight and Marketing at Talon

Personalisation and Context

Right or wrong, there's been a discernible marketing and advertising shift towards personalisation in recent times. Annoying as it can be, brands seem obsessed with trying to second guess our precise consumption habits and serve ad messages to us regardless. Smarter brands are contextualising their ad messaging, reaching a target audience when it matters most and can change behaviour.

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Subjects: Media, Advertising

07 March 2016 16:25

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