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News

SAN FRANCISCO: Stung by criticism earlier this year that it wasn't doing enough to combat online extremism, YouTube has now launched software that redirects would-be jihadists to anti-hate videos aimed at debunking extremist narratives.

Case Study

This case study shows how Canesten, a vaginal medication brand, successfully overturned its declining sales in Hong Kong by creating an original web series that allowed women to learn and talk about vaginal yeast infections.

Article

This article looks at the role of search strategies in B-to-B marketing and explains how the future will be a continuing battle to get on the first page of search results.

Opinion

TV’s share of total UK advertising expenditure has held steady at 25% over the last decade, despite the rise of online advertising, and TV can still be regarded as the largest ad medium in the UK, according to the latest results from the AA/WARC Expenditure Report, released today.

News

HANOI: More Vietnamese businesses are now using social media to advertise online than are using search engines, a new study claims.

Article

This report provides a range of views on the challenges facing programmatic advertising, with contributions from senior executives from organisations including ISBA, representing UK advertisers, Guardian Media Group, Saatchi & Saatchi, the ad agency, and Google.

Research Paper

This paper describes research for Pernod Ricard, the alcoholic drinks company, investigating Colombian consumers' online path to purchase of liquor and spirits brands.

Opinion

As more and more companies divest from Google following the appearance of ads alongside inappropriate content, Stefan Michel of IMD Business School argues for a subtler reading of the story.

Research Paper

This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.

News

NEW YORK: YouTube is to subject its third-party viewability reporting metrics to an independent audit by the Media Ratings Council (MRC), owner Google has announced.

Opinion

Paul Wilson was a Warc Media Awards judge on the Effective Use of Tech category. There is no doubt that technology is changing the world of communications.

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

Case Study

This case study details how Eeskomoravska Stavebni­ Spooitelna (EMSS), a Czech bank, raised interest and use of its loyalty program in the Czech Republic.

Case Study

This case study shows how Australian swimming pool builder, Narellan Pools, accelerated business growth by using Big Data to target customers at the precise times they were most likely to buy a pool, with creative focused on the "first dive in moment", identified as a powerful motivator in buying.

Case Study

This case study describes how Butlin's, a heritage holiday company in the UK, created new packages to attract fresh clients and accelerate growth.

Case Study

This case study shows how Narellan Pools, a pool-building brand, used in-depth data mining to source the main drivers for pool purchasing in Australia and increase its sales.

Case Study

This case study shows how Officeworks, Australia's largest office products retailer, took a combined approach to sales activation and brand building to increase its sales and brand awareness.

Case Study

This case study shows how Diu, a small Indian Island, successfully doubled its number of tourists by rebranding itself and showcasing its culturally eclectic past.

Case Study

This case study describes how Pizza Hut, the restaurant chain, used weather triggers in its online search campaign in Malaysia to maintain market dominance.

Case Study

This case study explains how Meetic, the online dating subscription service, fought back against newer competitors in France, Germany, Sweden and the UK.

Case Study

This case study describes how Bing, the Microsoft search engine, raised awareness of Bing Ads and converted a number of Australian SMB from using Google Ad Words with a personalised video.

Case Study

This case study describes how Pizza Hut, an American restaurant chain and international franchise, used weather triggers in its online search campaign in Malaysia to maintain market dominance.

Case Study

This case study describes how safefood, a public food safety and healthy eating body in Ireland, changed the conversation around the use of folic acid with a digital, educational campaign.

Case Study

This case study shows how Failte Ireland, a national tourism body, reversed tourism decline in Dublin by engaging with visitors online.

Case Study

This case study describes how PhoneWatch, which sells monitored home alarm systems in Ireland, reversed declining sales by using a combination of primarily TV and digital.