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Channel planning, media mix selection

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Article

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.

Article

This article provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Article

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

Article

Explores the current writing and thinking on the effectiveness of radio, a medium with inherent persuasive strengths and a track record of strong RoI.
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Article

As technological advances continue apace, a need will grow for more standardised measurement and tech integration to better connect channels and deliver unified advertising solutions.

Article

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.

Article

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.

Article

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).

Article

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

News

GLOBAL: Eight in ten organisations around the world carry out some form of marketing attribution but seven in ten struggle to act on the insights provided, according to a new study.

Article

This article examines the correct use of mobile advertising metrics and how they can help advertisers rethink their cross-platform campaigns.

Research Paper

This work investigates under what circumstances a television campaign should be complemented with online advertising to increase combined reach.

News

SINGAPORE: Zero-based budgeting can be effective but marketers need to carefully examine the traditional/digital media divide to find success, according to a senior Facebook executive.

News

LONDON: Digital developments and new platforms have their place, but TV can still act as the beating heart of any major advertising campaign, an industry figure has argued.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Article

This article outlines how marketers can better utilize zero-based budgeting more effectively to gain greater efficiency and better results.

News

NEW YORK: There are sound reasons for co-promotion, the practice of promoting two or more products with one message, but marketers still do not fully understand how media planning and buying shape the results, a paper in the Journal of Advertising ...

News

SYDNEY: Adding print magazines to the media mix delivers a greater uplift in brand metrics than the average of any other two media channel combinations, new research has claimed.

Opinion

WARC’s Lucy Aitken spoke to Charlie Chappell, Hershey’s Senior Director for Integrated media, and chair of judges for the WARC Media Awards Channel Integration category, about emerging platforms, data, and what makes a great integrated campaign.

News

LONDON: As magazine media become increasingly defined by content rather than platform, media planners need to rethink their role in the media mix, an industry figure argues.

Article

This article, based on local surveys by Ipsos, the market research and consultancy firm, covers how much Singaporeans are exposed to different types of media and the implications for branded content placement.

Article

This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.