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News

GLOBAL: TV takes up almost two thirds of media spend in high-budget, successful ad campaigns, according to a new WARC service.

Article

Presents data about TV habits in WARC’s key markets using data from various sources.

News

LONDON: UK advertising expenditure grew 3.7% to £10.8bn during the first six months of 2017, the largest first half total of any year since monitoring began in 1982, according to the latest Advertising Association/WARC Expenditure Report.

News

SEATTLE: Amazon beat out the other tech giants with 34% year-over-year revenue growth according to its latest quarterly figures, with a still-sharper annual increase in the retailer's advertising revenues making a significant contribution.

Article

Australian magazine publishers are struggling to break through with media agencies in the digital age – but according to industry experts, the future can still be bright if publishers are willing to make some changes.

Case Study

Broadcaster Sony MAX used a multichannel approach to attract viewers to cricket's ninth Indian Premier League season.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Article

Clorox, the consumer packaged goods manufacturer, placed renewed emphasis on driving long-term brand relevance after briefly allowing short-term objectives to take precedence.

Article

Sky Betting and Gaming has developed its own platform to collect customer data in real time and target its marketing more precisely.

Case Study

Café Royal, a Swiss coffee brand, launched its campaign across Europe in partnership with Robbie Williams to gain more market share from key competitors Nespresso and Mondelez.

News

NEW YORK: Almost two-thirds (63%) of brands in North America who currently advertise on Amazon are planning to increase their budgets dedicated to the e-commerce platform over the next 12 months.

News

GLOBAL: It is often reported that large global brands are losing out to their smaller rivals and that customer loyalty to major brands is in decline, but these are myths unsupported by the evidence, according to a new academic study.

News

HAMPSHIRE: Digital ad fraud will hit $19bn in 2018, a new report predicts, in part because of the reluctance of some advertising platforms to disclose relevant information to advertisers and publishers.

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

BEIJING: Expectations for the short-form online video in China are growing at the rate of views, as the medium looks to swallow up a large portion of the country’s advertising spend in the coming years.

Article

This article covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.

Research Paper

This paper describes a US research project investigating the role of emotion in digital advertising, specifically to test whether interactive formats ('high-impact ads') deliver more long-term profit-driving effects than standard banner ads.

Article

In this webinar Ben Millar discusses how advertisers can create better programmatic transparency by outlining what you need to do to put the right level of controls in place over programmatic media.

Article

This article presents WARC’s latest international ad forecast, which forecasts that total adspend will rise 3.3% this year to $420.3bn, based on 12 key markets.

Case Study

This campaign shows how Challenger, a financial company, motivated an uninterested retiree audience to pay attention and invest in annuities in Australia with its 'Challenger's Lifestyle Expectancy' campaign.

Opinion

If a person makes a purchase after viewing 50% of an ad, and another person does not make a purchase after viewing 100% of an ad, which is more valuable to a brand? Asks Conversant’s Rachael Churchill.

News

NEW DELHI: The number of regional advertisers in India is growing steadily and media agency figures expected them to contribute significantly to advertising expenditure during the forthcoming festive season.

Case Study

This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.

Case Study

This case study shows how du, a telecommunications provider, launched its digital fasting campaign during Ramadan celebrations, to engage consumers in the UAE and increase brand equity.