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Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

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

Describes findings from the updated Media2020 Refresh study, which surveyed more than 250 senior marketers responsible for over £5 billion in advertising investment.

Case Study

BenQ, a technology company, increased sales of its in-home projectors in Taiwan by promoting them as a way to bring couples together in a series of social media videos.

Article

Australian magazine publishers are struggling to break through with media agencies in the digital age – but according to industry experts, the future can still be bright if publishers are willing to make some changes.

Article

Singapore Press Holdings, the country's largest print media publishers, has built an effective native advertising and content marketing operation.

News

MENLO PARK, CA: Facebook is performing a beta test of an enhanced version of its Audience Insights API, which will allow brands to study users’ posts and comments with a view to giving advertisers greater insights.

Article

This article takes a detailed look at how creative optimisation can enhance the performance of digital advertising, enabling marketers to identify and serve the best version of ad creative for key audiences.

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 article shows how McDonald's, L’Oreal and Unilever are approaching the vexed issue of media transparency and the challenge of the "digital promise".

Article

This article provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.

News

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.

News

GLOBAL: Advertising accounts for only around 1% of Amazon’s annual revenues but that is set to change thanks to a combination of its unrivalled shopping data, new ad tech tools and its lead in voice technology as well as changing consumer ...

Research Paper

This paper explains how Exterion Media and COG Research studied the immersive environment of the London Underground to understand how it is influencing the way in which Transport for London customers engage with advertising.

Opinion

GroupM's John Montgomery, EVP, Global Brand Safety, told WARC why advertisers can never totally eliminate the risk of appearing alongside inappropriate content; while it is possible to introduce strong safety measures, he adds, these come at a cost.

Article

This article provides an overview and analysis of Amazon's rising prominence in the digital advertising market and how brands are using Amazon to increase awareness and consideration, as well as driving sales.

Article

This article looks at how brand owner concerns over brand fragmentation and the complexity of the channel landscape can be overcome by putting consumer experience planning at the heart of marketing through a multi-disciplinary, cross-agency approach.

Article

This short article lists the books that influenced Steve Stokes, CSO at DUKE.

Case Study

This case study looks at how Wrigley Pacific's brand 'Extra', partnered with The Bachelor and Woolworths, used an emotional strategy and real-time messaging to record growth in a declining market of gum buyers in Australia.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

News

BRUSSELS: The European Viewability Steering Group (EVSG), a European cross-industry body, has announced the launch of a comprehensive European Viewability Certification Framework to help deliver more accurate and consistent digital advertising ...

News

NEW YORK: T Brand Studio, the internal content marketing agency at the New York Times, could assume external media planning and buying for brands, according to a senior executive.

News

NEW YORK: As big brands move more media budget to digital and the upper funnel becomes more measurable, performance agencies are reaping the rewards.

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.