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Opinion

Are advertisements endorsements? When editorial content begins to conflict with a brand’s stated values, is continued investment a gesture of tacit approval? Faris Yakob on whether communications can or should be decoupled from their political context.

News

Six years of continuous growth in marketing spending came to an abrupt end in Q4 2018, the latest IPA Bellwether report shows, while Enders Analysis study explores the harsh impact of Brexit on the UK ad industry.

News

Growth in global advertising spend is expected to reach 3.8% in 2019, amounting to US$625bn, with some markets in Asia-Pacific – especially China and India – contributing above average rates of growth to the worldwide increase.

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 ...

Article

Global strategies, campaign updates and trends in newspapers.

Case Study

Hair care brand Cream Silk used Facebook's propriety clustering algorithm, Mindsights, to create more relevant brand communications and drive functional superiority among its target audience in the Philippines.

Case Study

Vitamin supplements brand Blackmores grew sales and likeability by supporting the cause against food waste in Malaysia.

News

The biggest spenders on out-of-home advertising slots in urban India right now are OTT digital platforms, such as Netflix and Amazon video, according to industry observers.

Article

Details how direct-to-consumer (DTC) brands are challenging legacy brands in every category.

Article

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Article

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.

News

Time spent viewing linear TV around the world may be declining but its reach remains unparalleled, while the spread of smart and connected TVs is set to open up new opportunities for advertisers, according to a new WARC report.

Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Opinion

Professionals from the world of adtech give WARC their predictions for the year ahead. Marlene Grimm, Head of Analytics, TVSquared...

Article

This article provides marketers with information and guidance about scheduling TV ads.

Article

Provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.

Article

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

Article

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.