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News

LONDON: As consumers are being asked to hand over more and more personal data, platforms offering a centralised hub that allows users to control who is accessing, and how they are using, their personal data, are on the rise.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

News

LONDON/LAS VEGAS: ‘Dark ads’ based on publicly available interests on Facebook can be used to sway political opinions in an almost undiscoverable manner, a new study suggests.

News

SINGAPORE: Location data can offer vital insights to marketers on customer behaviours, particularly hyper-connected millennials, according to an industry expert.

Article

This webinar replays WARC's session: "How to be a smart targeter" at the Cannes Lions festival this year.

News

CHICAGO: Aditya Birla Group, the conglomerate, has seen tangible business benefits from using the Net Promoter Score (NPS) to gain a deeper understanding of its customers.

Article

This article reports on how location data can provide insight into the purchase habits of millennials, with examples from five APAC markets (Australia, Hong Kong, Indonesia, Malaysia and Singapore).

Article

This event report outlines how Aditya Birla Group, the Indian conglomerate, has used the Net Promoter Score (NPS) to deepen customer understanding.

Article

This article provides a best practice guide to setting up and getting the best from aData Management Platform (DMP), which allows businesses to collect, integrate, manage, segment and activate large volumes of customer data across marketing channels.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This event report looks at research into the mobile behaviours of Gen Z in the UK, a group termed 'mobile prodigies'.

News

CHICAGO: IBM, the technology company, has seen major benefits from applying artificial intelligence to its programmatic advertising efforts.

Article

This event report outlines why US marketers must pay attention to the forthcoming General Data Privacy Regulation (GDPR) and ePrivacy Regulation in the European Union (EU).

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Article

This event report outlines how Watson, IBM's cognitive-computing platform, can help enhance various aspects of marketing.

News

NEW YORK: Both Apple and Android are set to introduce changes to their policies around the gathering of location data via their mobile operating systems which have the potential to affect mobile marketers.

Article

This article covers how ANZ, one of Australia's big four banks, has streamlined its in-branch customer experience with digital and data-driven initiatives.

Article

This article provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Article

This article discusses what learnings from neuroscience are revealing about how the brain responds to storytelling to encode information into long-term memory, and applying this knowledge to the 2017 WARC 100 top campaigns.

Article

This article examines how measuring digital advertising through clicks reveals little about the ad's performance in its target market and is contributing to a worrying trend towards short-termism in marketing.

Article

This article, which is based on research by the CMO Council, outlines the challenges facing brands as they seek to adapt their marketing for audiences in different geographies and across a diverse slate of media channels.

Article

This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching two billion users every month.

Opinion

In future, the USP of the successful agency planner will be their ability to synthesise different data sources, argues Anthony Wong.

Opinion

This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.

News

LONDON: Press Association, the national news agency for the UK and Ireland, has received a €706,000 grant from Google's Digital News Initiative (DNI) to develop an automated news service that will produce 30,000 stories a month.