Search Advertising

SEO, Google and using search for marketing

Search Advertising


Claire Coady, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Unilever created 'All Things Hair', a YouTube channel for the UK and Canada, in an innovative always-on partnership between Unilever haircare brands, Google and beauty video bloggers.


Matthew Maltby, Admap, October 2014

This article argues that as the way people use search changes, so must marketers change too - moving from a simple direct response approach to using search for brand building.


Tony Regan, Warc Best Practice, October 2014

This best practice guide covers search and social data, which are increasingly being used to drive insights for communications planning across channels.


Casey Grant and Adam Weiss, Warc Prize for Asian Strategy, Shortlisted, 2014

This case explains how SSP, the pharmaceutical company, reversed the decline of its cold and flu medication brand S-TAC in Japan, by using social media data to map cold and flu outbreaks across the country using a website and mobile app.


Maria Domoslawska, Heather Dougherty and Mark Canada, ESOMAR, Congress, Nice, September 2014

This paper provides practical advice for market researchers who feel overwhelmed by the amount of  data generated by new technologies and want to incorporate traditional research methods into this new 'paradigm'.


Pieter-Paul Von Weiler, Lucy Cochran and James Sheard, The Communications Council, Bronze, Australian Effie Awards, 2014

This case study explains how Dare, an Australian iced coffee brand owned by Lion, created a new consumption occasion to increase sales.


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.


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.


Nicolas Chollet, Walther Oettgen and Benjamin Saulnier, ESOMAR, Digital Dimensions, June 2014

This paper explains how freely available internet search engine data can be used to understand consumer needs, perceptions of terms and how brands are viewed.

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