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Key reading

mobile use

What we know about integrating media

This article provides marketers with information and guidance on issues around integration. Topics covered by the article include the recent evolution of the term 'integration', the various models of integration available to practitioners, how to work with agencies and how to understand patterns of media consumption.

Measuring the sales effects of cross-media advertising

Even though cross-media campaigns are becoming a norm, there is a lack of knowledge on how they impact sales.

Integrated channel planning: Effective integration

IPA analysis reveals that it is the number of channels, not their integration, that delivers hard business success.

Measuring paid, owned, earned complexity

This article explains why the POE model of media planning requires a new measurement solution.
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Seeding a multiscreen strategy

Why companies have to build a consistent brand that can travel and resonate across channels.


Latest case studies

Melbourne International Film Festival: The emotional trailer

This case study describes how the Melbourne International Film Festival (MIFF) in Australia created an "emotion trailer" to increase audience engagement and ticket sales.

Steinlager: Live Dive

This case study describes a campaign by Steinlager, the New Zealand beer, that grew market share by turning a largely unknown sport into a live national sporting event.

Change4Life: 10 minute shake up

This case study shows how Public Health England, the executive body of the UK's Department of Health, mounted a campaign, Change4Life, to tackle childhood obesity, inspiring a social movement for healthier lifestyles.

La Presse: La Presse+

This case study describes how the largest French-language daily newspaper in North America, La Presse, launched a free and interactive news app for tablets which provided a new space for interactive ads.

Latest articles

Mixed-Media Modeling May Help Optimize Campaign Recognition and Brand Interest: How to Apply The "Mixture-Amount Modeling" Method to Cross-Platform Effectiveness Measurement

The current study applied a “mixture-amount modeling” statistical approach—used most often in biology, agriculture, and food science—to measure the impact of advertising effort and allocation across different media.

Mobile's role in multi-device campaigns

This article reports on research into cross-device advertising effectiveness, concluding that the best campaigns deliver seamless campaigns across devices and provide a unified experience for consumers.

What we know about combining TV with digital media

This article provides marketers with information and guidance about combining TV and digital media strategies.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com