This article explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.
GLOBAL: WARC is today launching the 2018 WARC Media Awards, a comprehensive set of awards spread across four categories, with a $40,000 Prize fund to reward communications planning which has made a positive impact on business results for brands ...
Heather Andrew, Admap, June 2018, pp. 33-35
Media consumption patterns have changed enormously over the past few decades, with recent IPA Touchpoint research revealing that, in the UK, nearly all adults consume two or more different types of media in the space of 30 minutes.
LONDON: The advertising industry has yet to achieve standardised measurement and technological integration between channels, but there are three key things that brands can employ today to maximise investment across TV, online video and mobile.
Matt Whelan, Admap, February 2018, pp. 23-25
Sixty per cent of TV’s response impact comes through digital media channels and advertisers are not seeing the full response benefit of their TV ads unless they are using online channels to ensure viewers are given the opportunity to respond in a seamless way.
Tom Darlington, Admap, February 2018, pp. 36-37
Screens have a proven track record in delivering effective commercial messaging but the industry hasn’t fared well at capitalising on the attention opportunity provided by nascent digital routes to market.
Judy Ma and Brian Du, Journal of Advertising Research, Digital First, January 2018
As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).
Outdoor Advertising Association of America, December 2017
Discusses key research findings from a study into the ROI of out of home in the US, as well as focusing on the role in driving brand metrics across automotive, consumer electronics, retail (non-grocery) and CPG food/drink.
This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.
Mobbie Nazir, WARC Best Practice, November 2016
This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.