Online Effectiveness

Using online marketing channels

Online Effectiveness


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.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This campaign, for snack brand Doritos in the UK, attracted a broader audience by tapping into its shared love of cheesy cover bands.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how neckermann.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study demonstrates how Volkswagen, the car manufacturer, regained relevance in China to grow purchase intent and sales.

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