or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Household and domestic
Motor and auto
Date: newest first
Date: oldest first
Ad serving: Viewed ads, not served ads
Michael Froggatt, Admap, July/August 2013, pp. 42-43
This article makes the case for a new viewability standard for online advertising being championed by an industry consortium in the US, that would ensure advertisers pay for viewable, rather than served, ad impressions.
This article makes the case for a new viewability standard for online advertising being championed by an industry consortium in the US, that would ensure advertisers pay for viewable, rather than served, ad impressions. Analysis of all rich media ads served globally in September 2012 showed that only 63% were viewable according to the proposed new standard (50% of an ad's pixels in view for at least one second). Moreover, the ads that conformed to this new viewability standard enjoyed a click-through rate that was 54.5% higher than the overall average of impressions served.
Clorox digs down into native advertising
Geoffrey Precourt, Event Reports, ad:tech San Francisco, May 2013
This event report from ad:tech San Francisco, describes how Clorox, the US household goods manufacturer is adopting 'native advertising' techniques to increase brand recognition.
This event report from ad:tech San Francisco, describes how Clorox, the US household goods manufacturer is adopting 'native advertising' techniques to increase brand recognition. Although native advertising has yet to be clearly defined, it is has been described as advertising that enhances a consumer's web experience, rather than interrupting it. Julie Jensen, Clorox's senior group manager for media describes how Clorox's native campaign for Glad Black Bags generated extensive social media buzz and consumer engagement. While Jensen believes that in the near future "native" could just mean "advertising", for certain industries that need scale, this method may not be the most efficient.
Facebook: Not an ad platform but an ecosystem
Vincent Blaney, Millward Brown Points of View, August 2012
As a display channel, Facebook combines the potential for strong targeting with high traffic. However, this paper argues that, in assessing the value of Facebook to advertisers, it is not enough to focus narrowly on the impact of Facebook display.
As a display channel, Facebook combines the potential for strong targeting with high traffic. However, this paper argues that, in assessing the value of Facebook to advertisers, it is not enough to focus narrowly on the impact of Facebook display. It is as a social ecosystem that the best opportunities for consumer engagement are realised. The paper sees the fan page as the basis of direct communication with consumers but must engage in a two-way conversation with rich added content. Combining social media with TV and PR is worth focusing on, as demonstrated by P&G's corporate-level "Thank You, Mom" campaign and Andrex Washlets' "Clean Campaign". Research shows that in multimedia campaigns, Facebook serves to drive increased consideration and is especially strong in improving popularity, recommendations and playfulness, when compared to TV.
Managing metrics into the future
Chuck Kapelke, ANA Magazine, August 2012, pp. 20-21
This article outlines the "Making Measurement Make Sense" (3MS) initiative from the Association of National Advertisers (ANA) which aims to move the industry towards the adoption of standards which will ensure online ads can be credibly compared to other media.
This article outlines the "Making Measurement Make Sense" (3MS) initiative from the Association of National Advertisers (ANA) which aims to move the industry towards the adoption of standards which will ensure online ads can be credibly compared to other media. The article outlines the key changes of the 3MS initiative, including ensuring at least 50% of an ad is loaded onto a user's screen for at least one second before it counts as an impression. Equally, gross rating points, the default currency for online spending, should be replaced with variables such as age or gender.
Lifting the lid on Singapore's online ad market: data from IAB
Low Lai Chow, Warc Exclusive, July 2012
According to IAB Singapore, online ad spend in Singapore totalled S$135.91m (US$107m) in 2011, breaking the S$100m mark for the first time.
According to IAB Singapore, online ad spend in Singapore totalled S$135.91m (US$107m) in 2011, breaking the S$100m mark for the first time. Singapore's digital advertising market has more than doubled since H1 2009 and accounts for 8% of the country's total ad expenditure. The financial services category is the leader in online adspend, followed by travel and leisure; technology, communications and business services; and property. Among ad formats, display dominates the market, taking around half of digital adspend. Search accounts for 35%, while Classified & Directories accounts for 15%.
Facebook focuses on ad platform development
Todd Steinman, Mindshare, June 2012
Since going public, Facebook has introduced many new products in an effort to develop its nascent advertising platform.
Since going public, Facebook has introduced many new products in an effort to develop its nascent advertising platform. These updates include: real-time bidding (Facebook Exchange); unbundling Facebook ad products – including an a la cart newsfeed offering; the ability to purchase Sponsored Stories in desktop and mobile Newsfeed, and tracking performance by channel; increased targeting options to fans and Friends of Fans (FOFs) and launching Self-Serve Premium ads. This short article looks at the details and implications of these new developments to its ad platform. The combination will enable brands with a better opportunity to interpret data from Facebook, compare it to the market place and make more-informed buying decisions for better overall ROI.
Digital ad effectiveness: When the cookie crumbles
Gian Fulgoni with Andrea Vollman, Admap, June 2012, pp. 16-17
The great promise of the internet as a digital advertising platform was that ads would reach their desired audience through pin-point targeting.
The great promise of the internet as a digital advertising platform was that ads would reach their desired audience through pin-point targeting. However, digital effectiveness research has found that ads often miss their mark due to the fallbility of cookie-based targeting - a piece of computer code that is placed on a user's browser to identify them when the user visits a particular website. This feature highlights the flaws of cookie-based targeting and reporting and suggests ways for the digital ad industry to address these issues.
Can Amazon be an advertising platform? Case studies from Universal Pictures, Huggies and UbiSoft
Geoffrey Precourt, Event Reports, ad:tech San Francisco, April 2012
Amazon's evolution from pureplay online retailer to a retail and advertising platform is the focus of this report from ad:tech San Francisco, and illustrated by three case studies.
Amazon's evolution from pureplay online retailer to a retail and advertising platform is the focus of this report from ad:tech San Francisco, and illustrated by three case studies. A campaign for Universal Pictures' film, Lorax, drove a 25% increase in unaided awareness and demonstrated the potential of the full Amazon platform, which includes Kindle devices and other online properties such as soap.com. A campaign for Huggies, Kimberly-Clark's diaper brand, engaged mothers across a range of platforms and increased consideration rates by 30 times. And a campaign for UbiSoft's Just Dance 3 game, which drove a 22% increase in likelihood to purchase, showed Amazon's ability to target a specific audience ("dancing gamers").
Ruth Corrigan, Mindshare, April 2012
Sequential messaging allows advertisers to follow a user's navigation sequence and optimise the advert accordingly in real-time during the campaign.
Sequential messaging allows advertisers to follow a user's navigation sequence and optimise the advert accordingly in real-time during the campaign. This creates an opportunity to target high quality leads and transform that initial user engagement into a transaction. There are three main sequences in which this optimisation can be delivered during a campaign: in true sequence, in no sequential order or in phased periods. It is a cost-effective option, because it focuses on targeting the right user with the right message but it can be hard to measure its effectiveness as it is not a direct response KPI and will work best with longer running campaigns that can afford the time to properly run and track creative combinations.
The 'engagement gap' in digital display: insights from comScore
Geoffrey Precourt, Event Reports, IAB Annual, March 2012
Magid Abraham, comScore president/ceo, spoke to audiences at the IAB Leadership Meeting in 2012 about how digital engagement frequently didn't measure up to expectations.
Magid Abraham, comScore president/ceo, spoke to audiences at the IAB Leadership Meeting in 2012 about how digital engagement frequently didn't measure up to expectations. This observation led to comScore's study that sought to determine the difference between "validated" impressions as opposed to ads that were delivered but never viewable amongst different brands. Audience-size differences were attributed to the nature of the advertising message and its placement on webpages. Three key factors leading to poor metrics regarding engaged online audiences are placement next to brand-inappropriate content, poor targeting and glitches in technology. However, it was found that ads placed "below the fold" are not as ineffective as previously presumed, due to greater dwell time lower down the page.
YOU ARE IN THE WARC INDEX:
Web display ads and rich media
Computer and online gaming
Digital advertising and media research
Digital and internet trends
Digital and online radio
Digital consumer targeting
Digital media measurement
Digital media planning and buying
Digital outdoor and out-of-home
Email, permission marketing
Integrating digital with other media
Online and digital newspapers
Search marketing and SEO
Viral campaigns, word of mouth
Web analytics, traffic
Web content, navigation and design
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc