Gunn Report
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Jordan Hamer, Spencer Dingle, Gunn Insights, July 2018
McDonald’s, the quick-service restaurant chain, led drivers to its nearest restaurant by transforming its own golden arches into a series of wayfinder billboards in Canada.
Article
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Tony Regan, WARC Best Practice, July 2018
Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.
Article
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Zaid Al-Zaidy, Admap, July/August 2018, pp. 40-41
Argues that the 'planner of the future', who can help guide clients through well-argued and supported strategies for growth, is in more demand than ever.
Research Paper
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J. P. James and Tyrha M. Lindsey-Warren, Journal of Advertising Research, Digital First, June 2018
Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.
Research Paper
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ARF Experiential Learning, AUDIENCEXSCIENCE, June 2018
Discusses the inaccuracies across location data and programmatic and what methods the industry can use to try and combat these challenges.
Article
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Jaede Tan, WARC Exclusive, April 2018
As mobile devices and apps become an increasingly indispensable part of modern life, brands and app designers need to ensure they are measuring growth and success efficiently.
Article
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Ignasi Prat, Admap, February 2018, pp. 42-43
Offers publishers and advertisers a guide to some of the mobile industry’s most recognised and important ad formats that should be taken into account before building a campaign.
News
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31 January 2018
LONDON: The UK’s ad market reached a new milestone during the third quarter of 2017 as almost one in four pounds spent on advertising went to mobile, which posted year-on-year growth of 30.7% to £1.3bn, according to Advertising ...
Research Paper
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Douglas C. West, George Christodoulides and Jennifer Bonhomme, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 189-201
This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.
Research Paper
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Bill Page, Zachary Anesbury, Sophia Moshakis and Alicia Grasby, Journal of Advertising Research, Digital First, December 2017
Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.
Article
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Tammy Greenberg, ANA Magazine, Forward, December 2017
Proves to marketers that radio can work for their brands by highlighting how the medium is successful through case studies from Coca-Cola, the soft drinks brand, and T-Mobile, a telecoms company.
Article
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John Deighton, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 357-361
The growth of the internet and the convergence of IT and advertising will slowly lead to marketing being conducted on small set of dominant design platforms.
Research Paper
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Vassilis Bakopoulos, John Baronello, and Rex Briggs, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 447-461
Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.
Article
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WARC Best Practice, November 2017
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
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Maggie Mesa, WARC Best Practice, November 2017
Mobile programmatic – the automated version of trading digital ad space in the mobile environment – enables data-driven and efficient targeting, but marketers must be aware of key challenges to master the technology.
Article
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Adam Smith, Rob Norman, Research on WARC, November 2017
This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.
Article
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Graham Brown and Andy Pearch, Admap, November 2017, pp. 10-12
Describes findings from the updated Media2020 Refresh study, which surveyed more than 250 senior marketers responsible for over £5 billion in advertising investment.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2017
Clorox, the cleaning brand, found marketing success by combining a focus on data with tangible human insights.
News
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15 September 2017
BEIJING: The influence of the BAT (Baidu, Alibaba and Tencent) in China is extending into new areas and impinging on the role traditionally played by media agencies, ad tech executives have suggested.
Research Paper
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Research on WARC, MediaSense, June 2017
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
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Sue Elms, WARC Best Practice, July 2017
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
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Stephen Whiteside, WARC Exclusive, June 2017
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.
Research Paper
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Research on WARC, ANA, May 2017
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
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Geoffrey Precourt, Event Reports, ANA Media Conference, February 2017
This event report addresses how Dr Pepper Snapple Group, the beverage manufacturer, is seeking to enhance digital measurement.
News
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25 April 2017
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.
