The WARC Guide to conscious media investment

32 min read

WARC Best Practice, September 2021

Summary

Provides new thinking and best practice on conscious media investment.
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A conscious approach to media can drive effectiveness and business results by ensuring your adverts appear in high quality and relevant placements.
Building media strategies that reflect a brand’s wider values reflects, and protects, the reputational standards and positioning of your brand.
Conscious media investment removes the main revenue stream that funds online hate and disinformation.
Conscious media is about deliberately choosing to fund, partner with and appear alongside inclusive content.

Read more articles from the WARC Guide to conscious media investment.

Advertising, but at what cost?
Danny Stone

Advertisers have a critical role to play in demonetising disinformation
Clare Melford

Hate speech online has real-world consequences
Hilary Watson

Misleading metrics: How disinformation networks fake audiences
Chloe Colliver

How conscious advertisers can help make hate unprofitable – and protect high quality journalism
Richard Wilson

Advertisers must ensure their media investment does not support climate disinformation
Ivan Cheung

Planning for inclusion: A media case for conscious advertising
Christopher Kenna, Chris Ladd, Francesca Leronni, Martin Radford

Telling stories about advertising and human rights
Dr Pia Oberoi

How big tech, advertisers and regulators must work together to combat climate change denial
David Puttnam

Lowering costs and increasing click-throughs: NewsGuard’s IPG partnership proves brands can advertise more efficiently by avoiding misinformation sites – and supporting legitimate news
Veena McCoole

How HMD Global combats adversarial narratives by investing in responsible media
Ruchira Jaitly

Unpacking the tensions in media: Ensuring advertising supports inclusion
Isabel Massey and Jerry Daykin

Can responsible media investing be operationalized?
Krystal Olivieri and Belinda J. Smith

Back to the future: How quality media can save advertising
Matt Rivitz

How becoming more diverse, inclusive and responsible is helping The Sun remain relevant
Dominic Carter and Shelley Bishton

How, and why, brands like O2 are making conscious media investment choices
Tina Fegent

How Havas is helping advertisers deliver on their sustainability goals
Ben Downing

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