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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 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.
Research Paper •
This report details the findings of a study into the costs and economics of the programmatic advertising ecosystem, and offers practical solutions to help advertisers take greater control of their programmatic investments.
Article •
This article details the current bot fraud landscape, based on insights from a study produced by the Association of National Advertisers (ANA) and White Ops.
Article •
This event report addresses how Dr Pepper Snapple Group, the beverage manufacturer, is seeking to enhance digital measurement.
News •
LONDON: Digital formats helped drive UK adspend 3.9% higher in the fourth quarter of last year, the highest grossing quarter on record, according to the Advertising Association/WARC Expenditure Report.
News •
LONDON: Mobile's share of digital advertising expenditure in the UK has grown ninefold over the past five years, with spending on mobile video more than doubling during 2016, new figures show.
Article •
This article advises on how brands can adapt television commercials (TVCs) to create effective and engaging mobile content.
Research Paper •
Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).
Article •
This article examines how the industry can combine the scale of programmatic with the reach of mobile, which could create a true powerhouse if done correctly, but has so far seen limited uptake due to lack of understanding of the potential.
Article •
This article takes a look at five ways in which brands can interact positively to build influence during the many micro-moments when consumers fleetingly use their phone in the course of a day.
Article •
This article describes and explains the fundamentals of digital display advertising, a broad subject taking in any number of connected devices, one that offers a variety of tools through which to deliver communications.
Article •
This article sets out ten steps marketers should take to achieve success when implementing cross-channel attribution in order to gain better understanding of media impacts across all channels.
Article •
This report summarises the Turkish responses to Warc's EMEA mobile marketing survey, conducted on behalf of the Mobile Marketing Association to assess how advertisers and agencies are using, and planning to use, mobile in their marketing.
Research Paper •
This report summarises the findings of Warc's latest mobile marketing survey, conducted across the Middle East on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Case Study •
This case study describes how the National Lottery, one of the biggest FMCG brands in the UK, used advertising to deliver significant measurable returns over its lifespan.
Case Study •
This case study describes how great consumer insight and game changing marketing executions have helped newly created Orchard Thieves cider, a Heineken Ireland brand, disrupt the category and market to create success.
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.
Research Paper •
The current authors’ research addressed the importance of a billboard’s location and visual saliency in capturing consumer attention.
Article •
This report summarises the findings of Warc's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Article •
This essay explores agencies' value to boardrooms, considering what they need to change in order to remain relevant and prepared to face business problems.
Article •
This article looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.
Article •
This article aims to provide buyers and sellers of programmatic video solutions with a framework to help them evaluate the features and functionalities of different platforms.
Article •
This article argues that personalisation is a basic human selling method that can be witnessed at market stalls worldwide, and examines techniques that can make communications more like a conversation.
Article •
This article explains how, as programmatic is taking an increasingly large share of digital budgets, brand data needs to play a key role in both targeting and creative development.