Opinion
•
David Cloudsdale, August 2017
It’s hard to believe it was only 20 years ago since the UK launched its fifth TV channel with a little help from the Spice Girls.
Article
•
Nick Siantonas, WARC Best Practice, August 2017
This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.
Research Paper
•
Huw O'Connor, Mark Kilgour, Scott Koslow and Sheila Sasser, Journal of Advertising Research, Digital First, March 2017
There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.
Research Paper
•
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
•
Thom Noble, Admap, July/August 2017
This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.
Article
•
Brian Carruthers, Event Reports, MMA London Forum, June 2017
This event report looks at how UK retailer Marks & Spencer is using location-based marketing to boost footfall and sales at its stores.
Article
•
Emily Barley, Event Reports, IAB Interact, May 2017
This event report considers the state of attribution modelling and what can be done to make it better.
Article
•
Wayne St. Amand, ARF Experiential Learning, Audience Measurement, June 2017
This article looks at what the modern consumer expects from brands as they interact with them over a wide variety of touchpoints, channels and devices.
Research Paper
•
Yeujun Yoon, Charin Polpanumas and Young Joon Park, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 144-158
This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.
Article
•
WARC Best Practice, June 2017
This article provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.
Article
•
WARC Best Practice, June 2017
This article provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.
Case Study
•
Max Slonim, Warc Awards, Shortlisted, Effective Content Strategy, 2017
This case study describes how financial services company Charles Schwab, joined with news network CNN’s anchors to create a multimedia content series to gain the attention of the hard-to-reach investor audience in the US.
Article
•
Praveen Kumar Sattarapu, Admap, Shortlisted, Admap Prize 2017
This article explores how brands can keep up with the rise of machines and achieve the best user experience through a combination of TV and social media.
Article
•
WARC Best Practice, May 2017
This article provides marketers with information and guidance about attribution and marketing mix modelling.
Article
•
IAB Europe Research Awards, Winner, Advertising Solutions, and Research and Data Innovation, 2017
This paper outlines the benefits of X-Cross, a cross-media execution system that combines TV and online to maximise reach and increase media efficiency for multiscreen campaigns.
Article
•
Jo Bowman, Event Reports, I-COM, April 2017
This event report explores why more businesses ought to invest in multichannel attribution, as the current norm is that flawed maths and digital attribution models only provide half of the picture.
Article
•
Geoffrey Precourt, Event Reports, ANA Media Conference, March 2017.
This event report outlines how Verizon, the telecoms group, is seeking to enhance its media strategy.
Article
•
Mike Campbell and Patrik Sahlin, Ebiquity, April 2017
This article examines multi-channel attribution solutions and criticises their tendency to fail to account for the impact of non-digital media.
News
•
06 April 2017
NEW YORK: Levi's, the apparel group, is "guided" by data and insights when developing its marketing efforts, but still believes the art of storytelling is the central component to building its brand.
Article
•
Sofie Rutgeerts, Admap, April 2017, pp. 38-40
This article introduces the Ad Impact Model, which identifies all the important elements that influence impact and the interplay between them, serving as a roadmap for creating successful TV ad campaigns.
Article
•
Stephen Whiteside, Event Reports, ARF Annual Conference, March 2017
This article demonstrates how Levi's, the fashion brand, leverages storytelling to remain at the forefront of culture.
Case Study
•
Douglas Loretucci & Fiona Blades, Case Studies on WARC, March 2017
This case study describes how LG, the South Korean consumer electronics company, plugged a knowledge gap in the complex path to purchase of its high-value products by understanding three elements of the shopper experience.
Research Paper
•
Rex Y. Du, Linli Xuy, Kenneth C. Wilbur, ARF Experiential Learning, ARF Annual Conference 2017
This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.
Research Paper
•
Evan Neufeld, Journal of Advertising Research, Vol. 57, No. 1, 2017, pp. 109-117
This article provides an excerpt from a best practice study, commissioned by CIMM to identify the best and worst practices and provide frameworks and guidelines that brands could apply when conducting cross-device and cross-platform exercises in consumer matching.
Article
•
Ian Liddicoat, Admap, March 2017, pp. 44-45
This article examines what marketers need to know before they can begin implementing machine-learned customer journeys through the use of technologies such as the newly affordable AI - a transformation that promises significant rewards, especially where programmatic and native ads are concerned.
