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News

Search marketing has proved to be very effective for brands, which spend more than $100bn a year here, but they need to rethink how they deploy search spend and how they can use it across the path to purchase, a WARC report suggests.

News

Editors and publishers from around the world expect digital display advertising to remain an important income stream this year – though over half say their main revenue focus will switch to subscriptions and membership.

Article

Delta Airlines, the air carrier, believes that data can play a central role in helping it stand out in a highly competitive category.

News

Amazon is currently a relatively minor player in digital advertising, but that is likely to change rapidly over the next couple of years, as a new survey of top US media buyers has found they expect to double their adspend with the online retail ...

Case Study

Gallup, the pollster and business consultancy, used paid search advertising to increase leads for its workplace solutions in the US.

Case Study

Universal Studios Singapore used outdoor, social media and Spotify to create a fear of missing out among young people in Singapore, to increase visits to its Halloween Horror Nights event.

News

Here are some of the biggest stories on WARC last week for you to catch up on, including: IBM’s Weather Channel lawsuit, Tencent, e-commerce in India, and the devastating effects of gambling in the UK.

Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at how brands should be treating search and its diversification in 2019.

News

Tencent is to launch its own version of a digital voice assistant, in a move being seen as a major shift to expand beyond smartphone use for the WeChat app, The Siri-like assistant could allow the WeChat app to be deployed in smart cars and offer ...

Article

CES 2019 delivered a huge amount of buzz around technologies like artificial intelligence (AI), 5G and smart homes, but executives must grasp the nuances at work in each area of technological advancement.

News

The next wave of algorithms will have a hugely disruptive effect on retail by not only hunting down appropriate purchases for consumers, but then scouring online for the best deals.

News

The Adaptive Data Lighthouse, a campaign by Mindshare for Lifebuoy, the Hindustan Unilever-owned soap, has won the Grand Prix in the Best Use of Data category in the 2018 WARC Media Awards.

Article

Global strategies, campaign updates and trends in mobile, apps and games.

Case Study

Unilever-owned personal care brand Dove employed TV and digital to launch its Baby Dove range, focusing on body wash, in the Philippines.

Article

Smart speakers are influencing a wide range of consumer habits, according to research by NPR, the public radio broadcaster, and Edison Research, the research firm.

Opinion

Every year a few strong trends dominate the marketing industry. This year was supposed to be about blockchain, artificial intelligence, machine learning and the rise of the consultancies, but one subject has emerged to overshadow the rest.

Opinion

The New Year has traditionally been about making predictions about all the new stuff the industry will do, all the new tech, new companies.

Article

Global strategies, campaign updates and trends in programmatic advertising.

Article

Discusses changes underway in the technology space and predicts technological trends expected to surface in 2019.

Article

Global strategies, campaign updates and trends in social media.

Article

Global strategies, campaign updates and trends in the out-of-home market.

Article

Global strategies, campaign updates and trends in the use of online video.

News

Mahabis, the upmarket slipper maker and one time DTC (direct-to-consumer) poster child is in administration, but, says David Carr of Digitas, the brand began with a business model rather than a product – and other DTC brands are also feeling ...

Article

Looks at how direct-to-consumer brands are shaking up retail and disrupting consumer packaged goods by raising the consumer expectations that all brands must meet.

Article

Discusses how DTC brands create brand salience through a persistent and purposeful brand experience, rather than pure ad-driven front of mind brand recollection.