Online Effectiveness

Using online marketing channels

Online Effectiveness


Stephen Whiteside, Event Reports, ad:tech New York, November 2014

This event report discusses how Jiffy Lube, the franchise group of auto service centers, transformed its paid-search strategy to drive significantly better results.


Tom Barker, Warc Exclusive, January 2015

This article provides a simplified guide to programmatic buying, arguing that it is important for more marketers to understand this important technology and move marketing strategies to 'always on' to make the most of it.


Research on Warc, January 2015

This report sets out the results from research, including surveys and interviews, into the needs and concerns of major advertisers globally.


Erol Soyer, Warc Exclusive, January 2015

This article addresses the subject of advertising fraud, a major issue that the industry as a whole has, thus far, failed to address in a coherent fashion.


Stephen Whiteside, Event Reports, Ad Age Data, October 2014

This event report discusses how Kraft, the food group, has aimed to address three data integrity issues which are common across the advertising ecosystem.


Harlan E. Spotts, Scott C. Purvis and Sandeep Patnaik, Journal of Advertising Research, Vol. 54, No. 4, 2014
The current study investigated the interactive relationship of social-media conversation and brand television advertising during the 2011 and 2012 U.S. National Football League Super Bowl championship games.

Judit Nagy and Anjali Midha, Journal of Advertising Research, Vol. 54, No. 4, 2014
The combined effect of using television and social media simultaneously has created an opportunity to influence a large - hitherto not well-understood - group: the "earned audience." The current research is believed to be the first to explore the value (as opposed to volume) of the "earned audience" (users exposed to Tweets about television programs and their sponsors) on the Twitter platform. By examining Twitter users' behavioral and attitudinal response to television Tweets during primetime television programming, the authors of the current study found that earned audiences would take actions both related to television viewing and engaging with their brand sponsors - an untapped potential for programmers and advertisers.

Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, sets out the importance of combining creativity with data in programmatic to increase effectiveness.


Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, sets out five key strategies for social media marketing, outlines how social is changing and identifies emerging opportunities.

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