The Warc Blog

Wrong ad, wrong time, wrong place: Why 45% of users don't respond to mobile ads

Posted by: Guest blog

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This is a guest blog by Stephen Upstone, CEO and founder, LoopMe

A recent survey of 1,000 mobile users in the US and UK asked if people who watch mobile video ads actually go on to buy the product advertised in store or online, and if not, why not.

31 August 2016, 16:45
Microsoft's Paul Davies: Automation could return marketing to the board room

Posted by: Lucy Aitken, Case Study Editor, Warc

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Paul Davies, UK CMO, Microsoft, is judging the Effective Use of Tech panel at this year's Warc Media Awards. Paul is also Chairman of UK advertiser trade body ISBA.

Warc's Lucy Aitken spoke to him about how accurate forecasting could help transform marketing from a cost centre into a revenue generator.

26 August 2016, 10:44
7 things Nicola Tillin learned from Warc this week

Posted by: Nicola Tillin, Commercial Director, EMEA, Warc

Blog author

It being holiday season, I decided to do some reading in the transport & tourism section on Warc.

Brands are embracing an emphasis on context: Uber, for instance, has found out how to talk to drivers in Hong Kong, literally, and get them talking. Similarly, the UK's tourism agency took to Weibo with great success among its affluent target audience.

24 August 2016, 11:40
Unilever’s Sarah Mansfield: 'More data is at the heart of everything'

Posted by: Lucy Aitken, Case Study Editor, Warc

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Sarah Mansfield, VP Global Media Europe and Americas, Unilever, is chair of the judging panel for the Effective use of integration panel at this year's Warc Media Awards. She is responsible for a total media spend of €1 billion. 

Warc's Lucy Aitken spoke to her about mobile, moment marketing and why Ben & Jerry's sells even when it's raining…

22 August 2016, 11:42
Why video advertising is only one piece of the puzzle

Posted by: Guest blog

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This guest blog is written by Chris Le May, DataXu SVP and Managing Director Europe & Emerging Markets

Recent years have seen a stampede towards video advertising. 50% of marketers are planning to increase their video budget in the next 12 months, says the Content Marketing Association. News and media organisations everywhere are investing in video; BuzzFeed, the online news feed, has an entire content arm called BuzzFeed Motion Pictures.

19 August 2016, 10:20
Programmatic and its discontents

Posted by: Sam Peña-Taylor, Editorial Assistant, Warc

Blog author

Programmatic is a term surrounded by noise. It goes along with persistent calls for more data, and more insight from across the industry. And along with that data, more management platforms -  generally more stuff.

With this stuff has come the early association of poor-quality, irritating advertising that is so ineffective as to induce users to download ad-blockers. It feels a little out-of-control – too powerful for human hands. This is because humans, consumers, are deeply complicated and bring with them a set of constantly shifting needs and demands. In a sense, what has happened is that we've discovered our own complexities, and these show no sign of falling into line any time soon.

18 August 2016, 16:08
Heineken's Ron Amram: Why sponsorship is more than a media buy

Posted by: Lucy Aitken, Case Study Editor, Warc

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Ron Amram, Vice President of Media at Heineken USA, is chair of the judging panel for the Effective use of partnerships and sponsorships in the Warc Media Awards. A serially decorated marketer, Amram has led the Heineken team to 20 Cannes Lions awards.

Warc's Lucy Aitken spoke to him about how sponsorship goes beyond a media buy, leveraging passion points, and getting his brand into 'non-American football.'

17 August 2016, 16:27
What programmatic direct means for marketing strategies

Posted by: Guest blog

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This is a guest post by Andrew Buckman, MD EMEA, OpenX

There was a time when inventory deals ended with a handshake that confirmed the deal was done, prices were agreed, and delivery would be assured. Then programmatic changed the game — replacing the handshake with programmatic platforms and swapping certainty for an opportunity to identify audiences, and bid in real-time.

15 August 2016, 15:43
Starcom's Paul Wilson on scaling innovation

Posted by: Lucy Aitken, Case Study Editor, Warc

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Paul Wilson, Managing Partner, Strategy, Starcom MediaVest Group, is on the judging panel for the Effective Use of Tech category at the Warc Media Awards.

Warc's Lucy Aitken interviewed him earlier this month.

12 August 2016, 16:16
5 things that Nicola learned from Warc this week

Posted by: Nicola Tillin, Commercial Director, EMEA, Warc

Blog author

Here at the Warc offices, we often gaze across the chasm at editorial – with their glasses and dual-monitors – and wonder what they actually do all day.

So, looking at Warc this last week, it was refreshing to see agencies confront their own chasm and bring strategy and creative together for each to consider the other’s purpose.   And how Barbie has adopted a positioning that turned the all-American girl into a modern, cosmopolitan woman, leveraging the influence that comes with 99% global awareness.

12 August 2016, 10:14
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