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Digital media

Digital media covers general usage of online channels for marketing, including online display, search, online video, microsites and social media (separate in-depth pages are available on WARC for some of these). Emerging formats include virtual and augmented reality, and in-game advertising. While the rise of digital media has led to new real-time, targeted opportunities, there are concerns that they have led to a focus on short-term ‘activation’ at the expense of long-term brand-building.

Key Reading

Important papers from across the Warc database

Les Binet and Peter Field at how the use of digital channels of various kinds should be assessed. This paper builds on their previous IPA report, which found that emotional priming builds more profitable long-term effects and rational messaging is best for generating short-term sales.
This paper provides a best practice guide to boosting the return on investment of digital marketing.
What is digital media planning and how can marketers develop a successful digital campaign?
Stephen Rappaport's lessons learned from 197 digital metrics, 150 studies and 12 essays.
The developments in virtual and augmented reality that are offering new opportunities for emotional engagement.

Case Study

This case study describes how Lebanese supermarket chain Bou Khalil enabled the Lebanese people to give money responsibly to Syrian refugees with the Good Note - an alternative currency.

Case Study

This case study describes how Domino's Pizza in the UK used a chatbot to allow consumers with an existing Domino's 'Easy Order' account to order pizza directly through Facebook Messenger.

Case Study

This case study describes how specialist investment manager Architas, part of AXA, created an educational and interactive tool for independent brokers and Architas managers to help them sell more unit-linked products in France, Belgium and the UK.

Case Study

This case study describes how premium household appliances manufacturer Miele pushed its image in Italy beyond the communication pillars of price and performance, with a campaign based on a story about fashion.

Case Study

This case study describes how Seeing Eye Dogs Australia created the first puppy subscription service to find foster carers for their litters of puppies.

Case Study

This case study describes how US wireless service provider AT&T used Facebook Live to create a real-time event with Santa Claus to encourage customers to sign up to its loyalty programme AT&T THANKS.
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Research Paper

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.

Article

This event report outlines how WWE, the wrestling group, is developing its content strategy across multiple channels.

Article

This infographic is based on research from GlobalWebIndex, in which more than 24,000 cinema goers from across the globe were surveyed on their internet habits.

Article

This event report explores current perspectives on the complicated media transparency debate, including discussion of Facebook's faulty metrics and how researchers should handle the enormous quantity of consumer data now available.

Article

This article examines the current problem of digital transparencies from the client's perspective, providing best practice on what to ask media agencies in order to ensure advertisers can navigate the complex challenges of the digital landscape.

Article

In this article, the author argues that marketers should start with the desired customer experience, not with all the new technology available.

Article

This event report outlines how Reckitt Benckiser (RB), the FMCG group, has found the right balance between online reach and granular targeting on platforms such as Facebook.
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  1. Article

    This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

  2. Article

    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.

  3. Article

    This article summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.

  4. Article

    This report discusses Marketing in the Digital Age, a new work looking into the causes of marketing effectiveness from Les Binet and Peter Field.

  5. Article

    This article provides marketers with information and guidance about combining TV and digital media strategies.

  6. Article

    This article, taken from the Warc Toolkit 2016 report, looks at growing interest by marketers in identifying and targeting 'moments'.

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