The Warc Blog

I'm a Celebrity vs. Strictly Come Dancing

Posted by: MEC

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The two celebrity-based programmes still attract high viewing figures but what do their fans think their characteristics are? Jo Coombes of MEC finds out.

In September 2014, viewers welcomed back the 12th series of Strictly Come Dancing. The show, airing on BBC 1 sees 15 celebrities paired up with professional dance partners to learn a variety of Ballroom or Latin techniques. The Halloween episode pulled in 9.7 million viewers, a 43.9% share between 6.30pm and 8.15pm on Saturday, beating The X-Factor's Halloween ratings by 2.3 million viewers.

28 November 2014, 17:03
Why mobile programmatic is the future

Posted by: Guest blog

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This post is by Andy Mitchell, European MD at Brightroll.

According to the IAB UK's recently released Digital Ad Spend Report – done in conjunction with PwC – mobile video advertising has grown 196% over the past two years to £63.9m. This makes it the fastest growing digital ad format, accounting for £1 in every £5 spent on Internet and mobile display ads. As automated buying also grows to keep pace with the explosion of ads on the format, there are two key benefits that mobile programmatic can bring for brands.

27 November 2014, 10:08
Link between Twitter and TV confirmed

Posted by: MEC

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With reference to Kantar Media's recent study, MEC's Matthew Knowles analyses the extent to which the popularity of TV shows are reflected in the volume of viewers' tweets.

TV has always been fodder for conversations. Once upon a time, programmes were the mainstay of those water cooler moments or the journey to school – they probably still are, but for some there is no waiting until work or the school bell, their opinions and those of others must be sought and shared there and then.

26 November 2014, 09:43
Gearing up for BrandMAX

Posted by: Guest blog

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Taking place on 10th December in the heart of London, at the award-winning 30 Euston Square, here's glimpse of what's in store at BrandMAX 2014.

In the spirit of adopting digital trends, BrandMAX takes on 'personalisation' by offering, for the first time ever, a bespoke agenda for each delegate based on the priorities they outline at registration. Designed to help brands accelerate in the digital space, attendees' content questions, research needs and networking preferences will be met through the bespoke agendas, kicking off with five personalised breakfast roundtables discussing key issues.

24 November 2014, 16:19
Multi-device Targeting – Who, Why, How?

Posted by: Guest blog

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This post is by Paul Lyonette, UK Country Manager at YuMe.

Building strong consumer relationships is key to a brand's success. Persuading consumers that a brand is worthy of their attention – and loyalty – is one of the main purposes of advertising, but this can be a lengthy process that involves numerous touch points. Therefore, brands need to ensure they are targeting relevant consumers and not wasting their marketing budget on the wrong audience.

24 November 2014, 15:34
The Data Documentation Initiative: Making metadata reusable

Posted by: Peter Mouncey, Editor-In-Chief, IJMR

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In a recent blog, I focussed on a presentation by Mike Page (Blueocean) at September's ASC conference. Page discussed the reasons why market research data remains outside corporate data warehouses. One key point he mentioned was the lack of consistency in definitions used within questionnaires, for example in recording standard demographics.

I've now discovered the Data Documentation Initiative, which has very recently issued a call for action to develop metadata standards for questionnaire and data description – 'Survey Metadata Reusability and Exchange: A Call for Action for Questionnaire Documentation' (05-11-14):

22 November 2014, 12:30
Four key themes from MEC's Music Week

Posted by: MEC

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This post is by Mark Knight, strategy director at MEC.

MEC Access hosted a week-long programme that explored the multifaceted and ever-evolving opportunities that music presents to brands.

21 November 2014, 16:13
What is ad fraud and how are we taking the battle to the bots?

Posted by: Guest blog

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This post is by Ari Levenfeld, Senior Director of Privacy and Inventory Quality at Rocket Fuel.

It has been forecasted that ad fraud in 2014 will cost brands £6.5 billion ($11 billion), according to the Internet Advertising Bureau (IAB). This represents a 22 percent increase in the level of fraud seen in 2013 and means that between 25-50% of digital ad spend could be wasted on ads that are never viewed by humans (Association of National Advertisers).

20 November 2014, 17:18
Six guiding principles for digital advertising

Posted by: Catherine Gardner, Content Development Manager , Warc

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This post is based on a webinar Warc hosted in partnership with comScore. The full webinar is available to view here.

Are you getting the most from our digital advertising? Given the continual developments in techniques and measurement of online advertising it can be difficult to benchmark success. On November 18 Paul Goode, svp regional marketing at comScore, brought some clarity to the conversation. Drawing on years of in depth global research, comScore has produced six guiding principles that help shed light on the state of the industry and enable more effective planning and improved results.

20 November 2014, 11:05
How to change the world

Posted by: James Hurman, Founder, Previously Unavailable

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In 2010 in Stockholm, an innovative speed camera system was trialled for the first time. It quickly proved to be extremely effective in changing driver behaviour for the better. Much more so than normal speed cameras. The results were published and spread virally, amazing everybody who saw them. Then, after just three days, the speed camera was taken down and put away. It was never used, anywhere in the world, ever again.

That speed camera was part of a Volkswagen campaign by DDB Stockholm called The Fun Theory'. They gamified staircases, litter cans and bottle bins to show how easy it was to change people's behaviour by making chore-ish experiences more fun.

19 November 2014, 14:09
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