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Key reading

Digital age

How to build long-term brand success in the digital age

Les Binet and Peter Field at how the use of digital channels of various kinds should be assessed. This paper builds on their previous IPA report, which found that emotional priming builds more profitable long-term effects and rational messaging is best for generating short-term sales.

Planning for digital media

What is digital media planning and how can marketers develop a successful digital campaign?
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A field guide to digital metrics

Stephen Rappaport's lessons learned from 197 digital metrics, 150 studies and 12 essays.

In search of digital ROI

This paper provides a set of spend forecasts alongside best practice for measurement and mix optimisation.

Warc adspend database: Digital

This tool allows you to build your own adspend datasets for individual channels, including digital media.

Latest case studies

Shell Lego: Created by Us, built by You

This case study shows how Shell V-Power, a global premium fuel brand, increased market penetration and consumer preference by offering exclusive LEGO Ferrari model sets with fuel purchase.

Paramanya: A million downloads in a month

This case study shows how Paramanya, a localised mobile game in Turkey, launched with a three-phase strategy to generate awareness and interactivity.

Autodrop: How GIFvertising disrupted TV and put Autodrop back on the map

This case study describes how Dutch licorice brand Autodrop increased sales in spite of comparatively low advertising spend.

Mobil Delvac: Behind the wheels

This case study describes how Mobil Delvac, a motor oil brand in the US, increased its brand loyalty by focussing on customers rather than the product in its media campaign.

Latest articles

Short attention spans and the importance of everyday heroes

This event report discusses the impact of digital technology on attention spans, and youth identity in the UK.

Global Ad Trends 2015

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

Mobile Elite 2015: Unlocking the potential of mobile technology

This article summarises research into how business executives across the globe are using mobile technology at work and in their personal lives.

The growth of gamification in China

This article summarises developments in China around the topic of gamification, finding that gamers are becoming a big part of the nation's youth culture.

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