You have already chosen to receive updates on this topic.

you can review you topic selection in Your Warc.

OK

Your topic selection has been saved successfully.

You'll now receive a weekly Topic Update email when there's new content on this topic.

You can review your topic selections in Your Warc.


OK

You will receive a weekly email whenever there’s new content on this topic.

 

You can review the topics you follow in Your Warc.


Key reading

planning

The challenges of communications planning

This article describes nine challenges that media planners must address when planning communications campaigns. These include the need to solve business problems rather than communications briefs, creating useful strategy tools and integrating big data into the planning process.
Not a subscriber? Download this sample

The future of comms planning

Why the future of comms planning lies in creating value for people rather than preying on their time.

The optimal TV ad length

How using a combination of ad lengths, when done well, can work best of all for TV campaigns.

The anthropology of contextual media planning

Five lessons from anthropology that could help media planners find the most effective context.

Online advertising: Not wearing out its welcome

This report explores how advertisers can maximise frequency for online ads whilst minimising annoyance.


Latest articles

Capturing and understanding dwell time on newspaper websites

This article argues that online and mobile news sites must consider dwell time as an important metric for understanding and targeting its core audience of committed readers.

Global Adspend Outlook, 2016/17

This report summarises Warc's adspend and economic forecasts for 2016 and 2017 and outlines major trends for the coming years, including the rapidly increasing investment in mobile formats, particularly social, video and search.

Are we missing the Big Picture? How real-time experience data reveals big gaps in the ways we view media investment and points to new opportunities

This article explains how real-time experience tracking (RET) can be used to optimise marketing communications.

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