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Data

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.

News

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

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

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.

Research Paper

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

Explains how digital out-of-home advertising (DOOH) is coming of age, and highlights how the opportunities are boundless for brands that are willing to invest and experiment.

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.

Article

Looks at how marketers can use data in their marketing strategy and provides three tips successfully employed by Susan Popper, SVP of experience marketing at HPE.

Article

Discusses how effective mobile marketing is for B-to-B by highlighting key successes and problems, in addition to looking at the future of mobile marketing with the development of AR.

Article

This article offers five tips from Unilever's VP of Global Media in Asia, David Porter, on how FMCG companies can adapt to Asia's changing media landscape.

Article

This article discusses the issues in cross-platform measuring TV and digital and why it is important to develop ways to accurately compare their data.

Opinion

Mobile’s share of total UK internet adspend rose to over a third last year, and mobile accounted for 99% of new online ad money in 2016, according to the latest results from the AA/WARC Expenditure Report, released this week.

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.

Research Paper

This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.

Article

This event report addresses how Mattel, the toy manufacturer, has consistently kept its Barbie brand relevant over the course of several decades.

Article

This paper explores the aftermath of K2 Intelligence's report, "An Independent Study of Media Transparency", prepared for the ANA, that found a fundamental disconnect between US advertisers and agencies regarding their relationship.

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.

Research Paper

This article argues that commercial advertisers should borrow from the strategies employed during the 2012 and 2016 election campaigns in the US to improve the effectiveness of their own marketing efforts.

Article

This research from busts five myths about how Hong Kong consumes video content based on data from both local and international video platforms, with a particular focus on the changing balance between television, OTT and digital video opportunities.

Article

This event report offers an insight into how DuPont, the conglomerate, created two mobile apps to support its agriculture business in multiple markets.

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.

Article

This article looks at the media viewing habits of millennial consumers, how they respond to advertising and how they view brands.

Article

This article explains how to use mobile.

Article

This article explains how to use SMS in customer acquisition.

Article

This article explains how to use outdoor in customer acquisition.