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Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Article

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.

News

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

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Article

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

Article

Outlines six key techniques for measuring and improving social media campaigns to prove their value and secure buy-in from the C-Suite, using a campaign from global cinema brand National Amusements for the launch of a children’s movie.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

News

GLOBAL: Leading global advertisers are prepared to re-think their organisation’s approach to media as the complexity of that environment increases, according to a new study.

Article

This article explores Google and Facebook's digital duopoly, as the two largest players in the digital advertising market are growing faster than any other competitors.

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.

Case Study

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

Case Study

Clean & Clear, the skincare brand, relaunched a facewash targeting teen girls in India with a series of videos and posts published on YouTube and Facebook.

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.

Opinion

You might notice a few changes on the site, with the launch of WARC Data, a new resource focusing on trends in global advertising and media investment.

News

LONDON: Mobile devices are forecast to account for around three-quarters (73%) of the time global consumers spend using the internet in 2018, up from 70% in 2017 and 65% in 2016, according to a new study.

Research Paper

This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.

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.

Article

This article considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.

Article

This report explores the evolution of Green Auto, looking at sales and consumer support for hybrid, electric and battery-powered cars, as well as how communications have changed within the industry.

Opinion

The annual dmexco trade fair and conference in Cologne brings together a range of participants in digital marketing and here a number of those operating in ad tech give their views on the trends they saw emerging in the 2017 event.

News

COLOGNE: Advertising stands on the brink of a new wave of brand building innovation, according to Procter & Gamble’s chief brand officer, who has called on the industry to raise the bar on quality and placement.

Article

Online advertising is at a turning point as digital spending overtakes TV, says Procter & Gamble's chief brand officer.

Article

Agencies are facing major challenges as industry disruption and budget shifts put pressure on old business models, but also have significant opportunities in the digital age.

News

GLOBAL: Global advertising expenditure is forecast to grow 4% to $558bn by the end of 2017, driven by digital display formats, in particular social media in-feed ads and online video.