The Warc Blog

Tom Goodwin's six content considerations for 2017

Posted by: Lena Roland, Commissioning Editor, Best Practice, Warc

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Tom Goodwin, Head of Innovation at Zenith, speaking at a recent NewsCred event, noted that as the media and technological landscape evolves, consumers are no longer actively searching out content; in a "post-digital age", he said, content will increasingly come to consumers. There are "huge threats and huge opportunities" in this environment, he added.

He advised that marketers should be mindful not to get carried away with the latest tech, observing that many marketers, and indeed consumers, are guilty of "fetishising technology too much". The marketing solution is simple: "put people first".

24 January 2017, 12:00
Visual engagement: A reminder of viewability’s roles and responsibilities

Posted by: Sebastian Schindler, Insight Manager, InSkin Media

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The danger with the current focus on viewability is that it has become a means unto itself – a target by which to measure success. However, while viewability measurement has an important role to play, it is primarily a measure of trading efficiency rather than an indicator of campaign effectiveness.

We conducted a major study with eye-tracking specialists Sticky and panel management company Research Now to better understand the role of viewability (the opportunity to see an ad) in the lifecycle of an ad exposure, alongside visual engagement (the likelihood that someone looks at it) and branding impact (what lasting impression it made). Around 4,000 surveys and 700 eye-tracking sessions enabled us to derive four important findings.

23 January 2017, 09:00
The paradox of buying influence

Posted by: Faris Yakob, Co-founder, Genius Steals

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Influencer marketing is somehow both buzzword of the moment and The Next Big Thing. As adblocking grows, two-thirds of marketers intend to increase their influencer investment in 2017, according to eMarketer. Brands are throwing money at influencers and agencies have even opened studios to help them create content.

Mercedes-Benz announced a collaboration with influencers called 'MB Photo Pass' with this Möbius strip of strategy: "The more people who want the car, the more exclusive it becomes. And social helps draw more young consumers to Mercedes-Benz."

19 January 2017, 13:00
The 4 F's for a happy, motivated, pioneering agency team

Posted by: Mark Hadfield, Regional Planning Director, iris Worldwide

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Far too often agencies are advising their clients to stand up for a clear bold positioning without listening to their own advice, argues Mark Hadfield from iris.

So once again January is upon us. A new year.

11 January 2017, 16:00
2016 trends one year on – what happened next?

Posted by: Dan Calladine, Head of Media Futures, Isobar Global

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Each year we at Carat write a trends presentation, looking at the themes we expect to become more prevalent and mainstream in the year to come.  You can find this year's presentation here, and listen to a webinar on the key trends for 2017 on 11th January.

It's also an opportunity to look back at what we predicted the year before, and how those themes have developed.

09 January 2017, 16:00
How behavioural science can make those New Year's Resolutions stick

Posted by: Crawford Collingworth, Founder, The Behavioural Architects

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How are you getting on with your New Year's Resolutions? A few days in and are you still on track? Or do you reckon that by February those good intentions will be just that - good intentions.

You won't be alone in this as most of us struggle with a well-known phenomenon in behavioural science called the intention-behaviour gap - where people have strong, good intentions to do something but never actually get around to doing it, or start, but don't manage to sustain it and give up.

04 January 2017, 15:00
Adblocking to adspotting: engagement on London Underground

Posted by: Nicola Barrett, Research Manager, Exterion Media

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2016 has been a year of unpredictability for the advertising industry. In a recent blog on here, David Tiltman, head of content for Warc, talked through how Warc's own predictions for this year have matched up to the reality.

One of the themes David touches on is the 'digital kickback'. The ongoing problems with ad measurement and fraud, coupled with wider concerns around algorithmic accountability, have made it clear that the digital advertising ecosystem is not the Promised Land it was once purported to be. Through a lack of transparency and accountability, and by not having consumer experience at the heart of digital advertising, the 'kickback' has been most notably realised through the rise of adblocking.

19 December 2016, 09:00
Adtech: Predictions for 2017

Posted by: Adtech

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Ray Gerber, Chief Solutions Officer, Thunderhead

"Businesses will stop paying lip service to the idea of customer centricity and begin making the commitments and organisational changes necessary to place the customer at the centre of their enterprises. This means accepting that, in the digital economy, every business is a service business; accepting accountability for the end-to-end customer experience, with the customer journey as the key frame of reference; adopting a true outside-in perspective spanning all organisational silos and touchpoints; and focusing on long-term customer engagement and value.

16 December 2016, 09:00
End of the free lunch: Radical thinking for publishing

Posted by: Calum MacKenzie, Associate Director, iris Concise

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According to Luther Van Dross and Janet Jackson, the best things in life are free.

There's a lot of evidence out there to support this. A quick Google of 'free stuff' returns close to 50m results. You see for yourself – the dopamine hit from a free sample handed out at a tube station will make most of us deviate from our usual routine. As Professor Dan Ariely eloquently puts it in Predictably Irrational:

15 December 2016, 09:00
It's all about transparency: Ensuring confidence in performance marketing

Posted by: Impact Radius

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From the outside, performance marketing can appear to be a complex beast, however, this doesn't have to be the case. In recent years, the lack of transparency has negatively affected the image of performance marketing, but transparency in performance marketing can mean many things.

In short, the industry needs to work to ensure that it is providing a clear view at every step of the process. This can be achieved by adequate communication between teams and by using the right tools for the job.

13 December 2016, 00:00

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