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:
Drink and beverage
Leisure and entertainment
Media and publishing
ESOMAR Conference papers
Date: newest first
Date: oldest first
How brands are built in the digital age: A decade of 'I'm Lovin' It'
John Somerville, Admap, December 2013, pp. 29-31
This article discusses how McDonald's, the fast food restaurant chain, uses technology in its marketing whilst maintaining core values.
This article discusses how McDonald's, the fast food restaurant chain, uses technology in its marketing whilst maintaining core values. McDonald's has kept pace with digital innovation, using it in the early 2000s to maintain relevance when under threat. The company has successfully used social media, mobile and creative content to engage consumers with its brand, and it is argued that having values at its core has allowed this. Mobile, in particular, has been used by McDonald's to create useful and engaging experiences for consumers that vary by market. Engaging consumers in conversations online and allowing open questions has also helped the brand to build its reputation.
Key trends in programmatic: Insights from Ad Revenue Europe
David Tiltman, Event Reports, Ad Revenue Europe, November 2013
This report examines the major issues for programmatic - the automated buying and selling of online display ads - and provides 12 predictions for programmatic in 2014.
This report examines the major issues for programmatic - the automated buying and selling of online display ads - and provides 12 predictions for programmatic in 2014. The key issues include the growing use of programmatic solutions to sell premium inventory; the fast-changing relationship between brands, agencies and tech platforms; the need for better data planning to enable smarter digital strategies; and the limitations of programmatic as a sales tool for publishers. It is unlikely that there will be any more media investment in programmatic, so growth for media owners will have to come from churn.
Programmatic Everywhere? Data, technology and the future of audience engagement
Research on Warc, A Winterberry Group white paper with IAB, November 2013
This paper looks into how marketers are practising programmatic buying of advertising, and outlines the issues that are contributing to the "programmatic everywhere" opportunity - across media channels, vertical industries and functional disciplines.
This paper looks into how marketers are practising programmatic buying of advertising, and outlines the issues that are contributing to the "programmatic everywhere" opportunity - across media channels, vertical industries and functional disciplines. It describes how programmatic buying is now being used in support of automated, auction-based digital media buying but is also growing to support a wider range in use. The report looks at the obstacles to adoption and presents five trends that are likely to define the evolution of the practice.
Understanding the digital consumer
James Powell, Global TGI, Dispatches 15
This report discusses the differences between digital consumer behaviour in France, Germany, and Great Britain, describing the 'Digital Trendy' consumer in each of these markets.
This report discusses the differences between digital consumer behaviour in France, Germany, and Great Britain, describing the 'Digital Trendy' consumer in each of these markets. This group represents 18% of consumers in France and Germany, and 22% of British consumers. In France, digital trendies are more likely than the general population to own tablets, games consoles, MP3 players, and Blu-ray players. They are also more likely to purchase goods online. In Germany, when purchasing a mobile phone, digital trendies are more likely to pay attention to professional reviews and research network coverage. In Great Britain this group uses the internet more frequently than the general population, and are more likely to download paid-for television content, leave comments on blogs and use Twitter.
Ads are watching me - A view from the interplay between anthropomorphism and customisation
Marina Puzakova, Joseph F. Rocereto and Hyokjin Kwak, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 513-538
With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous.
With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous. Marketing academics and practitioners alike have begun to investigate various communication styles and functionality designs of such decision aid systems. One variant of a design of a recommendation agent is to imbue it with humanlike features (i.e. to anthropomorphise it). However, academic research is silent with respect to whether this type of design would lead to more favourable consumer evaluations. To fill this gap, our research investigates the downstream consequences of anthropomorphising a recommendation agent, when the recommendation itself may require the exchange of personally sensitive information, and the message is customised. The results of two experiments reveal that, when a message is customised, the effect of an anthropomorphised recommendation agent on attitude towards the advertisement is predominantly negative and is mediated by consumers’ unwillingness to provide personal information to an anthropomorphic recommendation agent, as well as by greater psychological resistance towards the advertisement. Our research concludes with theoretical and practical implications, as well as further research directions.
Effects of recommendation systems on consumer inferences of website motives and attitudes towards a website
Hyun Ju Jeong and Mira Lee, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 539-558
Drawing on the theoretical framework of consumer inferences of marketer motives, we explore consumer responses to different types of product recommendation provided by an e-commerce website (i.e.
Drawing on the theoretical framework of consumer inferences of marketer motives, we explore consumer responses to different types of product recommendation provided by an e-commerce website (i.e. recommendation systems, RS). The findings demonstrate that RS for alternative brands only are most likely to lead to the consumer inference of a consumer-serving motive, followed by RS for both alternative brands and additional products, and RS for additional products only. In turn, the consumer inference of a consumer-serving motive has a positive influence on attitude towards the website. However, the consumer inference of a firm-serving motive does not mediate the effect of RS type on attitude towards the website. Further, the effect of RS type on attitude towards the website occurs only for consumers low in interpersonal trust. Theoretical and managerial implications are also discussed.
Trends Snapshot: Brands and niche social networks
Stephen Whiteside, Warc Trends, Snapshot, November 2013
This article describes how social networks based around specific interests and features can empower brands to connect with smaller numbers of highly relevant and engaged consumers.
This article describes how social networks based around specific interests and features can empower brands to connect with smaller numbers of highly relevant and engaged consumers. It highlights some of these platforms and the brands that are making use of them, including activity by Nasty Gal, a fashion brand, which has seen a direct effect on sales. It has a strong presence on sites where shoppers post pictures of clothes they like, which are then linked to Nasty Gal's online store. The drawbacks of these sites are that few have significant scale and so brands must engage with multiple sites to increase reach, and few have established advertising platforms in the way that the larger social networks do. However, smaller sites could become valuable testing grounds, as by engaging with consumers on the level of their passions they can allow for direct and substantive interactions. Next steps for marketers are included.
Unlocking the value of programmatic ads
Jo Bowman, Event Reports, AOP Autumn Conference, October 2013
This event report, from the AOP Autumn Conference, addresses the opportunities and challenges influencing the development of programmatic advertising in the UK.
This event report, from the AOP Autumn Conference, addresses the opportunities and challenges influencing the development of programmatic advertising in the UK. Alongside promising greater efficiency and targeting opportunities for brands, this system could soon transform offline media as well as online display advertising. Many media owners, however, remain sensitive that their ad rates could diminish or that agencies might "steal" their data. As such, new ways of working will be required, both to move premium inventory into the programmatic space and to build trust.
Big Data: P&G says thank you to moms
Ashish Williams, Gary Tan and Win Huang, Admap, September 2013, pp. 28-30
Using the example of P&G in China, this article argues that there are five key planning processes for applying Big Data techniques to media communications.
Using the example of P&G in China, this article argues that there are five key planning processes for applying Big Data techniques to media communications. Big Data can deliver enhanced insight, efficiency, integration and content that connects with target consumers. The key to success is turning insights into actions, requiring a range a data sources which enable optimisation and targeting of campaigns to key consumer groups.
SingTel prepares for the digital future
Low Lai Chow, Event Reports, IAB Singapore, June 2013
This event report looks at how SingTel, the telecoms giant, is ramping up its digital capabilities. In the first instance, it has purchased Amobee, the mobile advertising technology company, to boost its resources in this area.
This event report looks at how SingTel, the telecoms giant, is ramping up its digital capabilities. In the first instance, it has purchased Amobee, the mobile advertising technology company, to boost its resources in this area. The firm is also working with partners like the National Australia Bank and Woolworths to pool their data, and so garner richer insights about the habits and preferences of consumers. Creating tools that help people access content is another preference for SingTel, as its customers are viewing growing amounts of material via connected devices.
YOU ARE IN THE WARC INDEX:
Digital consumer targeting
Computer and online gaming
Digital advertising and media research
Digital and internet trends
Digital and online radio
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
Web display ads and rich media
Effectiveness in media
Digital media effectiveness
Consumer targeting and techniques
Planning and buying
, 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