Online Effectiveness

Using online marketing channels

Online Effectiveness


comScore, July 2014

This article outlines a series of benchmarks for the pharmaceutical industry's digital marketing activity in the US, including brand awareness, doctor discussions and prescriptions filled.


Eli Goodman and Tania Yuki, comScore, May 2014

This presentation sets out the opportunity offered by Instagram, the photo-sharing platform, for brands to engage with consumers, including how some brands are already using it and how Instagram may evolve.


comScore, June 2014

This article explores issues surrounding changes in video viewing habits as more people watch digital video on different devices and how this impacts on audience measurement, and proposes a 'total video' model for more effective advertising.


Andrew Green, Warc Best Practice, July 2014

This article sets out how internet ad views are measured, how they could be measured in the future, and how it is challenged by changing user habits.


Geoffrey Precourt, Event Reports, ANA Digital & Social Media, July 2014

This event report outlines the issues that marketers need to address to tackle value erosion in the digital marketing ecosystem, based on analysis by the Association of National Advertisers and Forrester.


Low Lai Chow, Event Reports, CommunicAsia, June 2014

This event report provides five tips for using digital data effectively, and for avoiding 'vanity metrics' and being overwhelmed.


Tony Regan, Warc Best Practice, July/August 2014

This article provides guidelines for developing digital strategy within agencies, and the business opportunities this unlocks.


Michael J McDermott, ANA Magazine, Spring, 2014

This article discusses developments in measuring viewable impressions for digital ads, as part of the Making Measurement Make Sense (3MS) cross-industry initiative in the US.


Cortney Henseler, Andrew Consky and Maureen Dawson, ESOMAR, Digital Dimensions, June 2014

This paper reports on research in North America by AOL, the media company, into how consumers access online content via computers, tablets and smartphones.

WARC RECOMMENDS


CASE STUDY

Mars Pedigree: Doggelganger

Using a microsite and earned media to gain awareness


TRENDS

Real-Time Bidding

A quiet revolution in the way online ads are bought and sold


CASE STUDY

MailOnline website redesign

DEA Grand Prix winner on the world's biggest news website