Best Practice

Article • WARC Best Practice, September 2019

Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

What we know about data ethics

Article • WARC Best Practice, September 2019

Explores consumers' increasing concern about privacy and data protection and how companies can rebuild trust by proactively embracing data ethics in an era where the Internet of Things and smart cities heighten privacy issues.

How brands can build a great voice skill

Article • Andrea Savidge, and Claire Barrett, WARC Best Practice, September 2019

Outlines best practice from software company Mubaloo's experience in developing voice skills with clients and partners, covering top considerations from its strategy, design and development teams.

What we know about in-house agencies

Article • WARC Best Practice, September 2019

Explores the impact of the increasing popularity of in-house agencies and how traditional agencies need to evolve to meet modern time and data demands.

What we know about behavioural economics

Article • WARC Best Practice, September 2019

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

What we know about the theories of brand growth

Article • WARC Best Practice, September 2019

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

What’s working in radio and audio

Article • WARC Category Intelligence, September 2019

Global strategies, campaign updates and trends in radio and audio.

Why and how video ads go viral on YouTube

Article • Gerard J. Tellis and Deborah J. MacInnis, Admap, September 2019

A US study explored why consumers share certain types of video ads over others, and how brands can adapt creative to increase the chances of virality.

Smarter video planning: Admap summary deck

Article • Admap, September 2019

A summary of new thinking and best practice on smarter video planning from Admap.

Unstereotyped: How brands can get their gender strategy right

Article • Duncan Southgate, WARC Best Practice, August 2019

Assesses how men and women are portrayed in advertising, and how creating and placing advertising with an eye to brand strategy, media strategy and creative development can transform the performance and value of brands.

Building a Jobs Atlas: Three steps to finding innovation opportunities using the Jobs to be Done framework

Article • Steve Wunker, WARC Best Practice, August 2019

Outlines the Jobs to be Done framework – starting with building a Jobs Atlas to assess real sources of unmet demand – which can help a company develop its competitive advantage.

What we know about marketing on Instagram

Article • WARC Best Practice, August 2019

Explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

What we know about marketing on Twitter

Article • WARC Best Practice, August 2019

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

What we know about marketing on Snapchat

Article • WARC Best Practice, August 2019

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

What's working in credit cards

Article • WARC Category Intelligence, August 2019

Campaign updates and category trends in credit cards.

From Lego to Apple: The new era of brand building is ecosystem-driven growth

Article • Victoria Sakal and Dr. Emmanuel Probst, WARC Best Practice, August 2019

Looks at how ecosystem brands serve as one-stop-shops for multi-faceted consumer needs and provides success stories from Lego, Apple and more.

What's working in hair care

Article • WARC Category Intelligence, August 2019

Global strategies, campaign updates and trends in the hair care category.

What we know about marketing on Facebook

Article • WARC Best Practice, August 2019

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

What we know about online ad fraud

Article • WARC Best Practice, August 2019

Provides marketers with information about the risks of online ad fraud, which is costing the industry billions a year, and ways of taking action against it.

What's working in Facebook

Article • WARC Category Intelligence, August 2019

Campaign updates and channel trends in Facebook.

What we know about the context and positioning of TV ads

Article • WARC Best Practice, August 2019

This article provides marketers with information and guidance about the effective positioning of TV ads.

What we know about marketing on Pinterest

Article • WARC Best Practice, August 2019

Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

What we know about marketing on LinkedIn

Article • WARC Best Practice, August 2019

Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

What we know about viewability

Article • WARC Best Practice, August 2019

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

What we know about bricolage and semiotics

Article • WARC Best Practice, August 2019

Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.